In Monisha Lewis article, she writes about why a brand’s distinctive assets are more valuable than branding. She starts with the association game in which she gives two examples: gecko and beer on a beach which should automatically make one thing of Geico and Corona. One comes up with these brands by using contextual situations because the company spends a plethora of time planning out ways to get their products to stick in the minds of their consumers. Lewis says “distinctive assets are all facets of your brands identity including colors/logos/patterns, packaging, characters, tone of voice, and context/environment”. A company needs to know their brand prior to their commitment to the product they are advertising. This relates back to planning because one needs to research their audience and plan ahead in a way that will grasp their customer’s attention and make them remember their product or service they are advertising. Distinctive assets is an imperative lesson to learn for account planners because without knowing your audience, you are ultimately failing at your job because you are not getting your message across to the mass of people. …show more content…
Many people only have the brain capacity for either or rather than both. He said that either or is the easy/lazy way out of a situation. Trott gives a quote that he explains why one needs a creative department in the first place ““You have to entertain in the hope that you can educate, because the other way round doesn’t work” – Walt Disney. Those who do not have the brain capacity to think beyond right and wrong can only associate things as either or. Those people would not work well as account planners because they need to think beyond the scope. Rather than just executing an idea, they need to think about everything that could go right or go wrong with the idea—and if it is already in existence, if they are making it better and more user
On the issue how to link his idea to his organization or business, Kerr simply collected and gained quick feedback and recommendation about how to present or make use of the idea or creativity to his sixty-five top executives in GE; he would assessed and examined his idea with his top management team first before link it to GE (Davenport et al). Davenport, Prusak & Wilson (2003) analyzed and claimed that getting instant comment or criticism is very critical and vital for a idea, as Kerr in his interview argued: “Gaining quick feedback and translating it into action and results is what advocating ideas is all about” (p. 207). In strategic planning, management must measure or evaluate the courses of idea and creativity or development and expansion to ensure they obtain the best and maximum returns from platforms (Davenport). In ideas and organizational management, feedback, criticism and suggestion not only could turn or develop into the guidance, objective and direction or target and focus of innova...
In every given business, the name itself portrays different meanings. This serves as the reference point and sometimes the basis of customers on what to expect within the company. Since personality affects product image (Langmeyer & Shank, 1994), the presence of brand helps in the realization of this concept. Traditionally, brand is a symbolic manifestation of all the information connected with a company, product, or service (Nilson, 2003; Olin, 2003). A brand is typically composed of a name, logo, and other visual elements such as images, colors, and icons (Gillooley & Varley, 2001; Laforet & Saunders, 1994)). It is believed that a brand puts an impression to the consumer on what to expect to the product or service being offered (Mere, 1995). In other application, brand may be referred as trademark, which is legally appropriate term. The brand is the most powerful weapon in the market (LePla & Parker, 1999). Brands possess personality in which people associate their experience. Oftentimes, they are related to the core values the company executes.
Often, creativity phase plays critical role in providing good opportunity to familiarize the client with the team work. Moreover, they share potential ideas and proposals to reduce cost; without affecting quality or functionality negatively. Accordingly, there will be a base of ranked and classified ideas and views.
...tes possibilities of collision and clogging of ideas during the implementation stage. Within these factors, the therapy is essential in ensuring that different problems are addressed using personalized ideas.
The brand identity consists of all the visual elements, which make up a brand, which together identify and distinguish the brand in the consumers mind. Cadbury have been able to create a modern, memorable and eye catching brand identity through the use of their colors and designs. Cadburys design stays more or less the same throughout the world allowing you to recognize it despite possible language barriers.
Companies use a collection of brand equities to represent their products in the market (Voolnes, 2012). Brand equity refers to the commercial value that is derived from the perception of consumers on any given brand name of particular products in the market as opposed to the product itself. Ataman (2003) notes that the effect to the consumer is in the brand name and not the product itself. Companies use logos, trademarks and a collection of other symbols to present this information to the customers. The use of these symbols is meant to try and capture the customer mindset so that they can be thinking about the company products at all times through the items they possess at home (Estes, Gibbert, Guest, & Mazursk, 2012). This can well be explained by use of the customer-based brand equity model that brings together the requirements for a publicly renowned brand in the market.
Within these eight stages, problems can be framed, the right questions can be asked, more idea can be created, and the best answers can be chosen. The steps aren’t linear; they occur simultaneously and can be repeated. Although design is always subject to personal taste, design thinkers share a common set of value the drive innovation: these value are meanly creativity, ambidextrous thinking, teamwork, and user focus curiosity (Owen, 1993).
Brand; - brand is known as uniqueness in term of what products or service the company provides. Brand is also set of insight or image that represents seller. Brand defines symbol, name, term or feature of company’s service or goods. Example of popular brand is apple, Amazon and Samsung.
A company’s brand is one of its most valuable assets (Green and Smith 2002). Brands owners invest millions of dollars every year in advertising and promotion to raise awareness and create demand for their brands.
Not only is this a key part of the film but also very important skills to have in the business environment as it is always changing which is why employees as well as employers have to be able to think on their feet in order to overcome unplanned obstacles that they may be faced with. Contingency plans using creativity and problem solving is essential for the business environment. An example of these skills in the movie would be when Billy and Nick lose their jobs and Billy then thinks creatively in order to get the two of them jobs at Google which solves their problem of being unemployed. Another example creative thinking and problem solving is after Nick and Billy’s group return from the club, which was on the same day as the group’s due date for the app challenge, is when Lyle wants to send a message to the girl from the club when he is drunk and this is where the group comes up with their app idea of having to answer questions when you are drunk in order to be able to send a message. This is also an idea of the SCAMPER method as substituted ideas for the app challenge since the previous night, they combined their knowledge of creating an app idea with the necessary resources, they adapted the idea to suit the needs of the app users, they modified it in order to improve it, they eliminated ideas that would not work for the app since
... idea and were clueless as to how to run that idea to its full potential.
Tim brown (CEO of IDEO) explained design thinking as “a human-centered approach to innovation that draws from the designer's toolkit to integrate the needs of people, the possibilities of technology, and the requirements for business success.” (IDEO, 2016). Design thinking makes use of different types of people in different professions and from different understandings to find solutions in problem solving. In social innovation, on needs to go through the process of Design Thinking in order to find a solution to meeting the required neds of the specific issue being dealt with (Mulgan, 2006, pp. 145 – 147).
Over the course of this class I have learned how important it is to be creative and innovative in the way that businesses are conducted within the organizations. The ability to innovate is the “secret sauce” of business success (Dyer, et al., 2009). However, creativity and innovation cannot take place if the leaders are not willing to foster a culture of innovation within the organization. Amabile & Khaire (2008) asserted that, it is essential to motivate people to contribute ideas by making it safe to fail. Stress that the goal is to experiment constantly, fail early and often—and learn as much as possible in the process. Convince people that they won’t be punished or humiliated if they speak up or make mistakes (Amabile & Khaire, 2008).
In the beginning lectures, I had no idea that brainstorming and conceptualizing an idea was part of an elaborate process to generate good product ideas. Great inspiration and a creative idea require deep thinking. I have learned that opportunity identification involves looking into the problems first rather than diving headfirst into the solution. Identifying and analyzing customer’s needs, market size, sustainability and scalability allows easy identification of low and high potential concepts. As stated in the article by Tim Brown (Brown, 2008), human-centric approach of innovation should be part of the design process as it gives insights into the life of an everyday person.
Creative ideas and innovative approaches can come from almost anywhere- from your partners, customers, target groups, employees. They can bring you fresh perspectives and ideas, so show them that you’re listening and open to their feedback. That's why it is important an open exchange of ideas to be supported and encouraged by the company.