marketing

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    For all Departments: How can IP help HR, R&D, Sales & Marketing, Production, Finance & Purchase, CEO or Owner?

    April 3, 2014 | By: | In: Organization & Culture

    The patent database, with its 69 million documents is one of the richest resources of knowledge worldwide. The real key to its application is the refined ways to distil the relevant information. This article will highlight novel patent research, and its relevance for each department of a typical company.

  • Tap here for a Smooth Experience

    Tap here for a Smooth Experience

    April 11, 2013 | By: | In: Enabling Factors

    As innovative brands acknowledge that content is the currency they trade for consumer attention, the big question is how best to leverage this content. To date out-of-home media to shelf talkers have relied on consumers spending a certain degree of time and effort ‘grabbing’ their content. Near Field Communication (NFC) marketing is about to change that as it introduces a disruptive new way of grabbing and sharing content, with a simple tap of technology.

  • SoLoMo – Capturing Hyper-connected Consumers

    SoLoMo – Capturing Hyper-connected Consumers

    March 27, 2013 | By: | In: Trend Alert

    2013 has been heralded as the year of SoLoMo – Social, Local, Mobile – really takes off. SoLoMo could bring a revolution in retailing, marketing, consumer research, public relations – to name a few, as it becomes the ultimate loyalty card, direct mailshot, secret shopper, and feedback loop. Companies will need to be more agile, able to provide real-time relevance to hyper-connected consumers.

  • Packaging Innovation in the Digital Age: a Smarter User Interface?

    Packaging Innovation in the Digital Age: a Smarter User Interface?

    February 18, 2013 | By: | In: Enabling Factors

    Packaging is already a concentrated form of brand communication, expertly coded by designers using form, materials, colors and symbols to tell a brand story; or to make an innovation approachable and understandable. Now that packaging is becoming part of the digital revolution, how can we best enhance its communication potential?

  • Innovation Management from around the web

    Reflective Design and Marketing

    February 13, 2013 | By: | In: Around the Web

    Design thinking is an amalgamation of three aspects of design – visceral, behavioral and reflective. This trifecta comes into immediate play whenever we decide to buy a product or solution, be it for business or personal use. This article explains the three concepts and how to incorporate them into our marketing.

  • Innovation Management from around the web

    When Co-Creation Becomes The Beating Heart Of Marketing, Companies Win

    February 6, 2013 | By: | In: Around the Web

    Advertising and marketing are changing and more than ever, and it’s the customers who are pulling the strings. A growing number of brands are harnessing the power of the Internet and “social proof” by optimizing user-generated content (UGC).Three case histories highlight brands that understand the power of co-creating their brand together with cons.

  • Innovation Management from around the web

    How Coca-Cola Uses Co-creation to Crowdsource New Marketing Ideas

    January 24, 2013 | By: | In: Around the Web

    In this interview, Coca-Cola Asia Pacific regional director Leonardo O’Grady explains how the soft drink giant utilizes crowdsourcing as a tool in its innovation strategy, the role of social media in co-creating product concepts with consumers and how crowdsourcing has changed the company’s relationship with its world-famous brand.

  • Illustration by Intersection Conculting

    Engagement Is Key to Business Performance: Digital Innovation as Catalyst

    November 23, 2012 | By: | In: News

    Booz&Co wrote in their article “The Social Life of Brands” on Strategy+Business that the value of a brand is linked with the relationships it has with its customers, creating and retaining them. For marketing, its fundamental task is managing these relationships. In a recent research by Gallup the results were striking, a 240 percent boost in performance was achieved when both employees and customers were enaged. This is exactly, in a highly technological driven business environment, digital innovation is the catalyst that improves engagement and provide means to manage relationships better, faster and in a cheaper way though digital.

  • Innovation Management from around the web

    What Marketing & Design Can Learn From Each Other

    October 30, 2012 | By: | In: Around the Web

    Two functions that can drift apart easily are the brand management/marketing team and the design team. Here are some things that each team can learn from the other.

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    How R+D Can Build Marketing Support for its Ideas

    October 21, 2012 | By: | In:

    Last week, we introduced the topic of R&D’s frequent lack of marketing support for its ideas and some culturally ingrained attitudes that can contribute to this. This communication gap is frustrating, especially for those in R&D whose role it is to develop and sell-in new initiatives. This week, we continue this discussion and describe strategies to help overcome resistance.

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    Why Marketing Doesn’t Want R+D’s Ideas – and what to do about it

    October 14, 2012 | By: | In:

    One of the most common frustrations expressed by R+D professionals is that marketing lacks interest in their ideas. Why is this often the case, and what can be done about it?

  • Illustration by Christopher Dombres

    Managing your Brand by Uncovering Key Points of Inspiration

    September 24, 2012 | By: | In: Strategies

    You’re the leading branded FMCG player in your market. You are a well-known and respected company with a long heritage of consistently outperforming other major brands. Yet, despite this heritage, you are underperforming in one market segment that is showing strong growth. Bryan Urbick explores how to capture share of a lucrative and growing market.

  • Innovation Management from around the web

    Launch.it Helps SMEs Get Valuable Buzz for Their New Products

    September 13, 2012 | By: | In: Around the Web

    Most new things don’t actually make the news. Enter Launch.it: an online, consumer-facing public relations platform that allows entrepreneurs to post their own announcements. Founded by Pinterest’s first investor and his son, the service aims to showcase a broad spectrum of fresh products, ideas and companies, including those too small to register with mass media.

  • Illustration by -Xv

    Re-envisioning Client-Agency Engagement through Collaborative Innovation

    July 10, 2012 | By: | In: Collaborative Innovation

    The Digital Age disrupts the practices and beliefs that gird the archetypical relationship between advertising agency and client. The Procter & Gamble Companies discarded a relic of the client-agency relationship, the creative brief. They seek more authentic engagement that leads to more compelling campaigns. What possibilities do clients open when they move from exchanging information to engaging in co-creation? What role might the practice of collaborative innovation play in redefining roles between client and agency?

  • Illustration by Lumaxart.com

    Better Collaboration Between the CIO and CMO to Reach the Digital Consumer

    July 6, 2012 | By: | In: News

    This is the outcome of IBM’s new survey on the marketing industry. Chief marketing officers (CMO) and chief information officers (CIO) must join forces in order to connect with today’s consumer across new channels including mobile devices and social networks. Sixty percent of marketers point to their lack of alignment with the company’s IT department as the biggest obstacle to reaching today’s consumers.

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