From Continuity to Disruption
Rollover a question for
Nowadays, every organization has an
innovation process – most likely, it’s the
same as everyone else’s
So if you’re lucky, you might produce some incremental innovation to fill the pipe.
But what you won’t do is create genuinely disruptive ideas that could transform you business and your category. To do that, you need to look at the world in a different way: your customers, assets, competences, partnerships, competition, the experiences you create and the culture you operate in.
And you need to be prepared to take risks and learn from your mistakes: it’s not for nothing that today’s most innovative and valuable businesses take a Fire-Aim-Reload approach to innovation.
Added Value can help: we call it Controlled Chaos.
Cultural Insight helps your brand stay
relevant while giving it the means to
break the mould and stay ahead
Understanding culture reveals how the world is changing. By analyzing culture,
we can see the big shifts that are taking place, and pick up early signals of new happenings and ways of thinking. We can apply these to your brand promise, identify the ways in which its meaning is shifting over time – and find fresh ways to express
and articulate it that build in future relevance.
We can help your brand evolve. By looking at other categories - and the rest of culture - to gain inspiration, we can see where it might need to play in the future, and how to be one step ahead of disruptive threats. By staying in tune with culture, you can keep abreast of change and spot exciting, emergent opportunities.
This will allow your brand to shift and evolve whilst still staying tightly connected to its core promise.
Brands have long stood
...a dependable consumer experience driven by a business model that draws efficiency from repetition, streamlining and mass production.
Yet things have changed.
New technologies have spawned
new possibilities and as many new business models
In many cases this makes the old ways irrelevant, and causes category disruption impossible a few years ago – think Kodak and Instagram, Avis and zipcar, Marriott and airbnb. What’s interesting is that these disruptions don’t always come from within a category – often, they involve complete reframing of the territory by an unknown yet provocative outsider.
To fit themselves for such challenges, brands must ensure they have the mindset of an entrepreneur – less reductive, more disruptive. One way to do this is to stay in step with culture, keeping abreast of change and spotting opportunities to evolve, being prepared to draw inspiration from outside their own category in order to introduce fresh thinking. This enables brands to remain relevant and head off disruptive challenges before they arise.
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