The 9 Different Types Of Brand Innovation

I define innovation as: executing new ideas to create value.

Some companies unwittingly define innovation too narrowly, limiting their innovation efforts to the search for nifty new product ideas or disruptive new technologies, but it is so much more than that.

To demonstrate the broad remit of innovation, we have come up with 9 different examples that don’t centre around just bringing new products or services to market.

 

Process Innovation 

1. Implementing a new or improved technique or piece of equipment: to improve the consumers’ experience or take away a barrier. It’s not a consumable, but a way to make consumption easier.

Quick check barcode scannerWaitrose Shop & Scan bring a host of consumer benefits which make the shopping experience more hassle free and therefore enjoyable.

You can track your spending as you go, scan and bag at the same time, and pay instantly at the end of the shop without the need for queuing.

 

Marketing Innovation

This is the implementation of a new marketing method involving significant changes to; product design or packaging; product placement; product promotion; or pricing to better address consumers’ needs. This can apply to new or existing products.

2. Product design or packaging: changes in structure and appearance that do not alter the products’ functional characteristics.

L'oreal Men Expert Wake up Kit

Inspiring consumer’s on how to use the right combination of products for a specific need or regime has been what has set L’oreal apart from some of it’s key competitors in men’s skincare. There is no change to product, only the way in which they are bundled together and presented to the consumer.

 

3. Claims: a new way to communicate on the products’ benefits, reasons to believe, or features.

Right-guard for Women, Total defence 5

Right Guard are going for hard core efficacy reassurance with the introduction of their Total Defence 5 claim bundle, and their ‘Invisible Power’ benefit, which is far more attention grabbing and memorable than saying something along the lines of “powerful invisible formula”.

 

4. Descriptors: the way in which you name or describe a product can bring new meaning to its benefits or the way in which it works.

Vanish Stain Remover Oxi action 2 in 1 magnetsVanish have cleverly introduced the reason to believe into their product descriptor, 2 in 1 magnets. This is far more intriguing than simply calling them sachets or tablets.

 

5. Merchandising solutions: a new way to present your product to your consumers, within the same channel.

Sainsburys Cheese CounterSainsbury’s have found a unique new way to merchandise deli cheeses in baskets on gondola ends adjacent to the deli counter. It feels artisan and fresh, and allows you to “grab and go” many deli favourites without the need to queue at the counter.

 

6. Product placement: Repurposing, or giving an existing product a new usage occasion through where it is placed in the store.

Big Brand Gift-cards Point of Sale DisplayBig brands like Apple, Pizza Express and House of Fraser sell gift cards in grocery and other outlets adjacent to celebration cards, allowing these brands/ franchises to capitalise on impulse gifting.

 

7. Product promotion: new ways to promote products and services.

Like many other food retailers, M&S have bundled products together (main dish, side dish, dessert and bottle of wine) to rival the dining out experience.

Marks and Spencers Dine in for two £10 offer

 

8. Channel: broadening the reach and/or convenience of how your product or services get to your consumers.

Mobile Phone with ringo appRingGo’s new app means it takes half the time to pay for parking compared to over the phone.

 

9. Positioning: how to make an existing and well-established product or category more unique and compelling.

The Happy Egg Company, Egg boxThe Happy Egg Company have breathed some much needed cheer in to the humble egg, and found a hook into an emotional reason to buy them over simply being a certain size or free range.

So… we challenge you to keep your mind open as to what constitutes innovation.

Think “holistic innovation.” We should all be making it our mission to innovate at every point where our brands touch consumers’ lives. 

Innovation isn’t the job of specific person or department in your business – it’s the job of each and every one of us.

Published 28th April 2014 by Shelly Greenway @ the Strategy Distillery