BROKEN BULBS: Innovation: What's your brand portfolio?

Sunday, August 31

What's your brand portfolio?

I was reading some comments on the Idea Sandbox blog today that stopped me in my tracks (okay, slight exaggeration). The topic was brands: one person was slamming corporations and brands while shouting about how she was such a fan of Adbusters, itself a brand. Yes, we all love our brands, so, without thinking about it too much, I thought I'd write down five brands that I am somewhat passionate about in the sense that I make a point of using them or would like to use them in future:

1. Gillette Mach III razors.
2. Pioneer CDJ1000 MkIII CD turntable.
3. Volkswagen Golf/Rabbit.
4. Levis 501 jeans.
5. Marlboro Lights (when I used to smoke).

Believe me. There are many more.

Throw out the idea that you're above all this brand stuff and share five that are part of your life.

Bonus Link of the Week: London Business School Podcasts

2 Comments:

Paul (from Idea Sandbox) said...: Thanks for reading Idea Sandbox. I caught the branded anti-brand statement as well. Thanks for the link.

I'm living in Amsterdam right now, so I don't have access to all of my American brands. It has made me both aware of what I prefer as well as realize *other* brands that may be even better/different.

Here five of mine:

• Coca-Cola - Pepsi's fine, but it's not Coke
• Q-Tips Brand Cotton Swabs - all other brands
• Apple Computer - back in the day, Apple invented the interface - that's what I was drawn to. sure you can get a pc, less expensive, but I'm loyal
• Moleskine - I keep trying other brands of small notebooks (always have something with me to capture ideas), but Molekine work the best
• Nestle Chocolate Chips (for making the Tollhouse Cookie Recipe); 2:17 AM
Gordon Graham said...: Thanks Paul. Very interesting reading that -- it seems that people can be passionate about some categories and indifferent to others. But never indifferent to all categories and all brands.; 8:12 AM

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WHAT IS INNOVATION?

Innovation is defined here as:

"The profitable implementation
of ideas." - Broken Bulbs (2005)

This definition includes three core elements of innovation: ideas; implementation; and profit. If you dislike the term "profit," you can replace it with "social or economic value." So: "The implementation of ideas that create social or economic value." Broken Bulb's definition draws from these authoritative sources:

"Implementing new ideas that create value." - Innovation Network, U.S.A.

"The intersection of invention and insight, leading to the creation of social and economic value."
- U.S. National Innovation Initiative (2004)

"The development of new ideas and their economic application as new products or processes."
- U.K Dept. Trade and Industry

INNOVATION: UNDER THE BONNET (HOOD)

When thinking about innovation, it's worth keeping the following points in mind:

- innovation is a multi-dimensional construct
- an innovation can be described by type (process, product, service, business model, value, market, brand, channel, price etc.)
- and degree (incremental, semi-radical, radical, transformational etc.)
- an innovation can be described as a user innovation (the developer benefits by using it) or
- a manufacturer innovation (the developer benefits by selling it)
- a definition will emphasize a particular unit of analysis (e.g. task, project, individual, group, SBU, firm, region, or nation)
- a definition can, therefore, take a broad or narrow perspective
- a definition can take a supply- or demand-side view
- viewing innovation as either product or process, while useful, is overly simplistic
- a sustaining innovation can be radical or incremental
- a disruptive innovation, by contrast, emphasizes a dimension of a product that incumbent firms' most profitable customers don't especially value.
- the same author may use a number of different definitions, depending on which dimension is being discussed.
- innovation can also be viewed as attitude: "There must be a better way."

My E-mail

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: Name: Gordon Graham; Location: Connecticut, United States

My passion and interest is in innovation and brands in international business. Recently completed post-graduate research into the innovation strategies of Taiwanese firms active in multiple country-markets as part of an MSc (distinction) in International Marketing. Originally from Scotland. I recently moved to the United States (CT) and would love to work in a corporate university or traditional university setting. Thanks!

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Innovation Quotes:

"Though the outcomes of successful innovations appear random, the processes that result in their success often are not."
- Clayton Christensen (2003)

"He who innovates will have for his enemies all those who are well off under the existing order of things, and only lukewarm supporters in those who might be better off under the new."
- Niccolo Machiaveli, The Prince

"The true pacemakers of socialism were not the intellectuals or agitators who preached it, but the Vanderbilts, Carnegies and Rockefellers."
- Joseph Schumpeter (1942, p. 134)

"Dear President Jackson,
The canal system in this country is being threatened by a new form of transportation known as "railroads" . . . If the canal boats are supplanted by railroads, boat builders would suffer, and towline, whip, and harness makers would be left destitute . . . God never intended that people should travel at such breakneck speed."
Sincerely,
Martin Van Buren
Governor, State of New York, 1829

"Some good experiences will always be scarce."
- Matt Mason, 2008

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