The Blake Project designs and delivers one, two and three day brand management workshops globally at your headquarters or the location of your choice. Marketers, and all who shape the brand benefit. By request we have designed the following two-day workshop:
Innovation and Organizational Success
TARGET AUDIENCE:
- New Product Development Managers
- New Business Development Managers
- Customer Service Managers
- Chief Marketing Officers (CMO)
- Marketing Directors
- Marketing Managers
- Head, Marketing, Marketing Services
- Brand Managers
- Product Managers
- Marketing Officers/Executives
- Advertising Agency Account Executives
WORKSHOP OUTLINE:
- The Importance of Innovation
- New Business Idea Sources
o Address emerging customer needs
o Expand business definition
o Apply new technologies
o Exploit expanded brand identity
o Target new customer groups
o And many more…
- Environmental Scanning
- Future Studies
- 77% of All Product Innovations Come From Product Users
o 10 ways to solicit new product ideas from customers
- Igniting Ideation
o Ground rules
o Creating the proper environment
o Ideation techniques (we will learn about each of these techniques and practice a few of them)
Mind Mapping
Guided Imagery
Stick ‘em Up
Idea Hooks
Image Ideation
Brain Writing
Brain Walking
The Worst Idea
Alter Ego
Problem Solved Role Playing
Forced Connections
o Creativity exercises
We will explore numerous creativity exercises
- Concept Development Process – The Funnel
o Develop concept
o Screen concept
o Talk with potential customers about concept
o Revise concept
o Screen ad form concept
o Develop business plan
Volumetric forecasting
Pro forma financial statements
o Prototype concept
o Test market concept
o Launch new product/service/business
- Brand Extension
o Brand extension benefits
o Brand extension process – an overview
Developing the brand association map
o Successful brand extensions – numerous examples
o Brand extension pitfalls
o Brand extension blunders – numerous examples
o Successful brand extensions? (a fun quiz)
- The Importance of Action Bias
o Continuous experimentation
- The Importance of Diverse Networks
- The Importance of Broad Exposure
o Reading
o Travel
o And more…
- KAI and Other Measures of Innovation Style
- Most Common New Idea Attacks and How to Overcome Them
o 20+ different types of attacks
- Maintaining An Innovation-Friendly Environment
- Leaderships Styles for Innovation
This two-day innovation workshop will equip you with the knowledge, tools and techniques to innovate for success in your organization. While many concepts will be presented in the workshop, the emphasis is on practical tools and techniques. Numerous examples across many industries and product categories will be cited to reinforce specific concepts. Team exercises are interspersed throughout the day on each of the two days. Handouts will include quick reference sheets, templates and checklists.
Abbott, Darden Restaurants, Unilever and Wyndham Worldwide are some of the organizations that have chosen The Blake Project to help build an advantage for their marketers.
Need to increase your organizations marketing capacity? We can help.
The Blake Project Can Help: Accelerate Brand Growth Through Powerful Emotional Connections
Branding Strategy Insider is a service of The Blake Project: A strategic brand consultancy specializing in Brand Research, Brand Strategy, Brand Licensing and Brand Education
