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Author Archive

Brand Innovation

How Brands Can Create Value Through Tradeoffs

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How Brands Can Create Value Through Tradeoffs

A customer-centric lens allows companies to understand how they can make trade-offs to increase value. Deeply understanding customer demand allows you to shift from spending on unnecessary, overvalued attributes and invest in important jobs that the market under-appreciates and that will make a difference.

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Brand Innovation

How Brands Can Wow Customers With Less

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How Brands Can Wow Customers With Less

Costovation is a type of innovation that significantly compresses costs while still wowing customers. It’s about meeting or exceeding customer expectations with less.

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Brand Management

Innovating With The Jobs To Be Done Concept

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Innovating With The Jobs To Be Done Concept

Many companies try to innovate by looking backward. They focus on what they are already selling or doing and on how their customers currently behave. By focusing on jobs, you look deeper—at what really drives behavior.

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Customer Experience

Every Brand Should Take Its Customers Journey

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Every Brand Should Take Its Customers Journey

We often find that companies spend an inordinately small amount of time considering their offering from the customer’s point of view. In their defense, it is easy to be fixated by back-end and internal issues. But having this disconnect between company and customer is dangerous.

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Branding: Just Ask...

20 Strategies For Innovating Lower-Cost Business

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20 Strategies For Innovating Lower Cost Business

Branding Strategy Insider helps marketing oriented leaders and professionals like you build strong brands. BSI readers know, we regularly answer questions from marketers everywhere. Today we hear from Heather, a customer insights and innovation manager from Dallas, Texas who has this question about transformational innovation:

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