Brand Innovation - Page 4 of 21 - Branding Strategy Insider

How Marketing And R&D Can Work Together

July 12, 20234 min

Two functions within the firm, research and development and marketing, should be natural allies in facilitating the growth of the firm. Indeed, Peter Drucker stated that: “Because the purpose of business is to create a customer, the business enterprise has two–and only two–basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs.” It is the role of Research and Development (R&D) to create long-term sources of cash flow by developing innovative,...

by Steve Wunker

Brand Innovation

Developing A Customer-Oriented Strategy With Jobs To Be Done

June 22, 20235 min

Leading a start-up is all-consuming. Company leadership is doing everything at once, never has enough time, and is making quick decisions that can make or break their personal wealth. It’s not surprising that keeping the company paperwork tidy is not a priority.

by Jonathan Tofel

Brand Innovation

An Entrepreneurial Process For De-risking Disruptive Ideas

May 17, 20235 min

What if you have an idea that is so disruptive, it challenges the organization just to think about it? What if there is an idea with passionate champions and proven consumer work that still feels risky to the organization? Is there a path to externalize even the ideas that seem impossible? The answer is yes, and that path is a process we call Roar.

by Steve Wunker

Brand Innovation

Keys To Building An Innovation Capability

May 15, 20233 min

First Republic grew like a weed through its innovative business model. From 2011 (right after its IPO) to 2022, its assets increased roughly 10-fold. Then it went off the rails. The story holds lessons for innovators everywhere.

by Jonathan Tofel

Brand Innovation

Managing Internal Risk Tolerances To Innovation

May 9, 20237 min

Anything perceived as new to an established organization system naturally feels risky. Large companies focus huge resources to operate with excellence, so while innovation teams are often pushing forward into new spaces, the rest of the organization that has to make those ideas come to life can be naturally and properly hesitant about going after anything that conflicts with their current expertise, knowledge base, or efficiency. It is the inherent bias to stick to what...

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Brand Innovation - Page 4 of 21 - Branding Strategy Insider

How Marketing And R&D Can Work Together

Developing A Customer-Oriented Strategy With Jobs To Be Done

An Entrepreneurial Process For De-risking Disruptive Ideas

Keys To Building An Innovation Capability

Managing Internal Risk Tolerances To Innovation

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