APRD Exam 2
What is the definition of a brand?
"A brand is a sum total of everything a company does that creates a large context or identity in the consumer's mind...brands are visceral and reside in people's heads" quote by Scott Bedbury, he went from Nike to Starbucks, huge guy.
Where Good Ideas Come From - Chapter 7 How do platforms add to the process of innovation and ideas?
"Platforms have a natural attraction towards recycling the waste and abandoned. In big cities, chain stores and restaurants occupy the new construction while the old one is occupied by bookstores, struggling artists, and antique dealers. The riskier enterprises always have to go for the less valuable spaces, that's why, Google, Apple, and HP were started in garages. Old ideas can sometimes use new buildings but new ideas must use the old buildings, new construction is too expensive to support them."\ -The benefits of being able to build on top of existing platforms, so you don't have to reinvent everything from scratch each time. Eg, using GPS, RSS, HTML (itself built on top of SGML), Twitter's API, TCP/IP, etc.
Where Good Ideas Come From - Conclusion Understand the fourth quadrant exercise and examples:
***In the conclusion of his book, Johnson offers up a new, 'economic lens', of which to view innovations. Johnson zooms out to group the good ideas that resulted from any of the seven situations discussed, into 4 Quadrants. They are split between the Non-Market (State-run hierarchy; top-down approach, where consolidated decision making power will decide whether your new idea would be approved or not), and the Market (freely "allows innovation to flourish at the edges of the network") approach. The quadrants are then broken down into Market/Individual (top-left,: private corporation or solo entrepreneur), Market/Network (top-right: marketplace where multiple firms interact), Non-Market/Individual (bottom-left: amateur scientist who shares ideas freely), and Non-Market/Network (bottom-right: open source or academic environments in an open source). What this does, in grouping various examples that support some of the previous seven theories into one or more of these four quadrants, is help us better understand and answer the question, on a more broad scale, of what kind of environments make innovation possible in the first place. Any situation will differ from the next in detail, but by grouping ideas together by economic condition helps us disregard the minute details and focus on the major driving force that helps fuel discoveries. Liquid networks, slow hunches, serendipity, exaptation, and platforms all thrive on open collaborative environments, or the Non-Market/Network model of the 4th Quadrant. Ultimately, the universal criteria for an environment to breed new ideas is communication and willingness to share ideas.
Speaker William Espey, Brand Voice Lead at Chipotle: What is a brand? What is the genius of naiveté? What are the elements of the Chipotle brand? What two economic principles does Chipotle's success illustrate?
- A brand is a personality: GAP did a good job of creating a personality, everyone has a clear idea of that personality. Also Banana Republic. They are from the same parent company, but they project personalities of different entities - Genius of naivité: going into the system without knowing the opportunities. He was able to work with new choices. Make something truly revolutionary by accident, by being naive. - Cultivate, fresh food, service, foil wrappers, relates to a large population 1) Transcendental Motivation 2) Values Integration
Definition and benefits of the different marketing communication choices. Be able to identify from example.
- Advertising: develop and manage the brand communication for marketers (EX: boy in Thailand that became a doctor and ended up paying for the man's medical bill that was the same man "giving is the best communication" - Public relations: building advocacy and a mutually beneficial relationship (EX: snapple in Manhattan and the popsicles all melting) (Zoolander) (Little boy in Thailand) - Sales promotion: promotions are the set of marketing activities undertaken to boost sales of the product or service - Experiential marketing: directly engages consumers and invited and encourages them to participate in the evolution of a brand or brand experience. - Cause marketing: Refers to a type of marketing involving the cooperative efforts of a for-profit business and a non-profit organization for mutual benefit
Problem, strategy, idea - how are these used? What is their purpose?
- Agencies turn marketing plans and strategies into ideas→ and turn ideas into content Why is a strategy important: The purpose of marketing communication is movement reinforce image change image solve problem sell something Strategy makes what we are doing powerful Beginning of every strategy starts w/ questions Might say who is the relationship with what is important to them? how do they see the world? what do they currently think about the brand? Ideas: Explore idea→ focus idea→ explode idea Problems: brand problems, ex. Coke had declining sales so they started mentioning that they make other natural, healthier brands as well GROWTH CAN BE A PROBLEM Airbnb companies grow rapidly→ problems can occur like people not getting what they expected To solve problems brands must understand their ecosystem
Kt Thayer, Creative Director; Josh Shelton, Associate Creative Director at Crispin Porter + Bogusky: What you can accomplish working in the advertising industry? Watching ads vs experiencing content.
- If you are an artist, you get to do creative things, your work will be seen by many people and that is a way in which you can influence culture. - You are creating something new with someone else's money. - You get to influence perception, a brand hires you to make sure that people like the brand more than they do now. - The comparison between the time when families used to sit around the tv and watch what was on and had to see the ads, nowadays, they show up everywhere, they interrupt your insta/SC/etc. Now we need to find a way that people can experience/interact with it better and not have it feel like a annoyance or a burden.
Speaker Courtney Loveman,VP and Co-Head of Strategy; Bethany Lechner, Senior Strategist at Crispin Porter + Bogusky: Why is interesting important in the development of ideas? Why do we tend to favor "right"?
- Interesting: something that is new, complex and unexpected but also understandable. It expands your worldview but it's not so out there that you cannot comprehend it. It's a conversation builder. Wants to be bold, disruptive, shaking - Right: likes to be validated, feel comfortable, salty on the safe side. It's binary because it implies that there is something that is wrong. If you are right the conversation stops because it means i'm wrong. - Seeking out the interesting makes all the difference in the work we do everyday. In the job of creative work you always have a choice and those choices make the difference. You look at new business opportunities, how culture is moving, why should eople care about the product you are pushing. - To create the most written about, talked about video, it has to be interesting to people. To be outrageously successful, it needs to be right for the brand. - If you start with interesting you are most likely to get the right eventually. If you start with right, getting interesting becomes harder.
Goals, strategies and tactics - how are these used? What is their purpose?
- It all starts w/ objectives and strategies - Strategies: overcome brand taste barrier - Tactics: promotion→ sampling, PR→ social media challenge, in store→ display - TACTICS ACHIEVE STRATEGIES - STRATEGIES ACHIEVE GOALS
What are the different types of brand categories?
- Packaged Goods (Disposable, health and beauty, things you can buy in a grocery store). Tend to have a short life. - Durable goods (Cars, items that are higher prices that you don't buy often, longer lasting items) the process of purchase requires more thought and as a customer you are in the market less frequently. - Services (Credit cards, banks, insurance) (not actual things, they do things and you need them but they are not tangible. They give status) - Technology (Cameras, Apple, Computer) It's about the change and being ahead of the competitors in features, etc. - Retail (Target, Amazon, Victoria's Secret, Free People...anything that has a brand and a retail...Target is a brand but it also sells a wide variety of brands within it. In the last 3-6 month they are selling space online to push the product they carry) Target Ad of back to school - Media (NBC, SNL is a brand, CBS, Stephen Colbert...brands that are media brands have their own set of problems...viewership...) - People can be brands ex. Beyoncé and Jay Z, Taylor Swift, Kim K. And Kanye. Time had people voting for who to be person of the year, the finalists were Miley Cyrus, the Pope. The Obamas and the Obama/Biden bromance. Trump's brand. Grumpy Cat.
What are planned versus unplanned communication?
- Planned (controlled) Advertising, PR, Promos/events, Cause/Effect marketing - Unplanned (limited to no control) Word of mouth, media coverage, special interest, government research and findings - We should know how to respond to unplanned marketing but we can't always control it
Positioning- identify different types of positioning through examples or definition.
- Positioning starts with a product. A piece of merchandise, a service, an institution, or even a person. But positioning is not what you do to a product. Positioning is what you do to the mind of consumer-- Ries and Trout - Positioning = kind of like the essence of a brand - Examples: Nike - They don't compare themselves to other brands, they don't talk about performance/functionality of their shoes. Their message is "we all have the ability to be an athlete, the ability to succeed" Google - "To organize the world's information and make it universally accessible and useful"
What is the difference between a product and a brand?
- Product: The thing Physical attributes (style, feature, price) Performance (meets consumers expectation) Value we put on it - Brand: The think How someone feels about that product The personality of the product, reliable, status, shared experience etc.
What is the brand triangle and how do different messages impact consumers (say/do/confirm)?
- SAY (planned messages) → DO (product/services) → CONFIRM (unplanned messages) CVS ex: Say (minute clinic) → do (take away cigs) → confirm (CVS sends good message to public) - We can "say" what our brand value, but unplanned msgs confirm what our brand/product "is" - Brands and Trust examples: VW lied about their emissions standards, Chipotle had issues with foodborne illness. Facebook bots. In these cases, Public Relations (PR) steps in and might be able to work, but when the "do" and the "confirm" don't match the "say", it makes it hard for the brand
Why is the integration between messages within the pathway important?
- You need to find a way to integrate the message into what people care about, be part of the conversation.
Traditional and new communication models - difference and reason for the changes.
- great brands understand their potential communication from a consumer point of view. The traditional communication model: Brand → Message → Media → Consumer This flow still happens, but now it's not a receptive consumer on the other end. Now, the consumer can reflect back" Brand → Message ---> Media → ←-Consumer - It's not what the brand says, it's what the consumer hears. What they hear is based on their experiences. - Understanding relationships is key. What is the significance of a brand in the consumer's life? Beyond what the message needs to say is that the brand, message, and the media have become one. Example: Red Bull, Burger King's "It" never trust a clown - brand experience rather than just a straight-up message. If brands want an ongoing relationship with their consumer, they need to think about a functional benefit for the people that use our product. - brand, media and message need to have an ongoing dialogue with the consumer. Example: Sprite billboard provides humor and reflects the brand "do you"
Consumer pathway- be able to identify the areas, reasons why clients would focus on each and what marketing communication tool might fit within each area.
- you can use this to figure out what the brand problem is and how to solve that problem. Awareness - let your audience know about your brand. 1.Launch a product 2.Communicate a belief 3.Tell of an offer or event Example: Dollar Shave Club video on youtube. Advertising & Public Relations Involvement- how to get people to consider buying the product. Increase emotional engagement before purchase. Example: Buy Yoplait yogurt and they donate to breast cancer research. Advertising, cause, events, PR. Consideration- Active consideration. Shift the order of consideration by facilitating favorable comparision. (How can I make sure you will pick me when the time comes?) Example: Starbucks sample. Promotion, advertising, events, instore, search. Purchase- Convert intent into action at the point of purchase. Example: Cheetos Promotion, service, product. Consumption- Improve the user experience. You want to make sure you've thought through how people use your product. Example: Fage yogurt/wide spoon clip from "Sillicone Valley". Product, service. Relationship- Make the customer feel special to improve the per capita value. Make sure current users continue to use the brand. Example: Kate Spade Exclusive offers or discounts. Advocacy- Increasing positive conversation and recommendation. The brand is getting you to market it for them. Example: Wearing a brand on clothing. Rating an app online. Public relations, social, events, cause. To solve problems brands must understand their ecosystems. Example: What part of the consumer journey did Monty penguin campaign hit? Involvement: goggle box, Eboo, kids book Consideration/Purchase: digital outdoor, magical toy machine, in store windows, online purchase, in store purchase Relationship/Advocacy: Social, PR, Merchandise ** All kinds of areas we hit in this campaign to approach the consumer using their assets and relation to the consumer.
Essentials of Branding Article 1) Difference between brand and branding 2) Brand equity 3) Brand experience
1) Difference between brand and branding - Brand is the logo/ company itself - Branding is the influence on ppl about what they think of that brand, about signals, tells ppl your brand personality/ what you stand for,super duper important - Branding: start with right reason Right commitment Right strategy Brand equity vs Brand experience - Brand Experience: creating the brand experience involves crafting the verbal identity, designing the visual and sensory identities, and testing the verbal and visual identities-----> basically crafting the consumers interaction with a brand - Brand Equity: the commercial value that derives from consumer perception of the brand name of a particular product or service, rather than from the product or service itself ------> like a consumer putting value in the name aside from the actual value of the item
A More Beautiful Question - Chapter 1 1) How are questions different than answers? 2) Why is "knowing" becoming less important? 3) Why are questions more valuable? 4) How do questions impact creative thinking? 5)What are the three types of open questions? How are these important and how are these used? How are each different? 6) Questioning/action/innovation
1) How are questions different than answers?" - One good question can give rise to several layers of answers, can inspire decades-long searches for solutions, can generate whole new fields of inquiry, and can prompt changes in entrenched thinking... Answers on the other hand, often end the process" (16). 2) Why is "knowing" becoming less important? - Why are questions more valuable?"Clearly, technology will have the answers covered - so we will no longer need to fill our heads with those answers as much as we once did... In the current era of Google and Watson, with databases doing much of the 'knowing' for us, many critics today question the wisdom of an education system that still revolves around teaching students to memorize facts" (27). 3) How do questions impact creative thinking? - "The neurologist and author Ken Heilman, a leading expert on creative activity in the brain, acknowledges that scant research has been focused on what's happening in the brain when we ask questions" (17). 4) What are the three types of open questions? How are these important and how are these used? How are each different? - 1. Why 2. What If 3. How - These questions generally tend to encourage creative thinking more than closed yes-or-no questions. - "If the questions from leaders and managers focus more on Why are we falling behind competitors? And Who is to blame?, then the organization is more likely to end up with a culture of turf-guarding and finger-pointing" (19). 5) Questioning + action = innovation
Where Good Ideas Come From - Chapter 5 1) How does error add to the process of innovation and ideas? How does being wrong change our perspective? 2) What innovations were the result of error?
1) How does error add to the process of innovation and ideas? How does being wrong change our perspective? - Error adds to the process of innovation and ideas because some of the best inventions came from the error of the inventor. Being wrong doesn't unlock doors to the adjacent possible, but it does force us to look for them. - "When we're wrong, we have to challenge our assumptions, adopt new strategies" Those who run into more errors are more experienced and educated than those who are always right. 2) What innovations were the result of error? - Penicillin- Sir Alexander Fleming left a petri dish filled with the Staphylococcus aureus bacterium uncovered for several days - DeFrost's triode-he took a standard two-pole vacuum tube, which sent an electric current from one wire (the filament) to a second (the plate), and he added a third wire to it, turning the diode into a triode. He found that when he sent a small electric charge into the third wire-the grid-it boosted the strength of the current running between the filament and the plate. The device, he explained in a patent application, could be adapted "for amplifying feeble electric currents." Photography- spilling mercury on glass plate in a dark area and having the image come out perfectly - Photosynthesis- Joseph Priestly discovered photosynthesis when he deprived a mint plant of oxygen and, to his surprise, saw it thrive Discovery of photosynthesis- -Joseph Priestly: mint plant in a jar He was wrong to assume the plant would die in the jar because the plant ended up producing its own oxygen via photosynthesis - Pacemaker- Greatbatch and the oscillator - grabbed wrong resistor, but when plugged in, resembled a simulation of the beating of a human heart resulted in the first pace-maker
A More Beautiful Question - Chapter 3 1) What are the required elements for asking a powerful WHY question? 3) Do challenger questions create dissonance? 4) Understand the 5 WHYs methodology
1) What are the required elements for asking a powerful WHY question? a. Step back b. Notice what others miss c. Challenge assumptions d. Gain a deeper understanding of the situation of the problem at hand, though contextual inquiry e. Question the question were asking f. Take ownership of a particular question 2) Do challenger questions create dissonance? - Asking a challenger question is inherently uncomfortable, it creates dissonance - Dissonance: a tension or clash resulting from the combination of two disharmonious or unsuitable elements: 3)Understand the 5 WHYs methodology: Ask why 5 times, Excavation by inquiry 1. Why do we have to wait for the picture?: Edwin Land created the polaroid because his daughter asked why they couldn't see the picture that he just took right away. Too ask the powerful why questions you must Step back, Notice what others miss, Challenge assumptions (including your own), Gain a deeper understanding of the situation or problem at hand through contextual inquiry, question the questions we're asking, take ownership of a particular question. 2. Why does stepping back help us move forward?: -it's necessary to stop doing and stop knowing in order to start asking -asking questions that people usually do not ask like "why are we doing this" challenges others to "step back" and not operate on habit -the "certainty epidemic" is where many people overestimate their knowledge which can make us less curious and less open to new ideas and possibilities -If we let go of what we know this allows us to consider new ideas/possibilities and to break from habitual thinking and expand upon our existing knowledge -"Part of questioning is about exposing vulnerability" 3. Why did George Carlin see things the rest of us missed?: He looked at the world with a vuja de lens. Vuja De is when you look at something familiar and suddenly see it as fresh. He said looking at the world in this lens opens up a range of new possibilities, fresh questions to ask, ideas to pursue, and challenges to tackle. 4. Why should you be stuck without a bed if i've got an extra air mattress? -Gebbia and Chesky couldn't pay rent so they rented their air mattresses to 3 individuals -They kept asking questions about why some people didn't have beds to sleep on later creating Airbnb -Their success is rooted in their willingness to challenge assumptions and to believe that everything is subject to change regardless of what conventional wisdom holds 5. Why must we "question the question": Asking "Why" repeatedly does seem to have values in all kinds of endeavors that require getting deeper truths. Asking why to a previous question gives you the answer to it. What is the difference between just asking a question or pursuing it? "Flirting with an idea vs living it" Which companies ask "what if"? Pandora, netflix, air bnb, disney
TED Talk: OK GO, How to Find a Wonderful Idea 1) What does it "feel like" to have an idea? 2) What is the band's strategy for developing ideas? 3) How is reliability versus creation explained? 4) How is the idea of a sandbox used?
1) What does it "feel like" to have an idea? - it feels they didn't come up with them but instead FIND them 2) What is the band's strategy for developing ideas? - They put themselves in an idea sandbox and let the connections of good ideas uncover themselves. Ex: playing around in anti gravity airplane for a week before filming anything 3) How is reliability versus creation explained? - Having a plan makes the idea reliable but it limits its greatness. Also probability of plan going perfect is so small that it isn't worth it to make a strict one 4) How is the idea of a sandbox used? - Idea sandbox, put yourself in the midst of a bunch of random things to make connections that will unveil themselves to you
Vimeo video - Briefly 1) What is a brief and how does it help the client and creator? 2) Know the possible lengths of brief:
1) What is a brief and how does it help the client and creator? - Know the possible lengths of brief - Short form communication tool from or for a client that sets out the mission: clarity of process, open statement of ambition, leaves a lot of room --->best briefs are open 2) Possible lengths: - Can be any length - Great briefs are short and simple - Longer the brief the more limiting it is
A More Beautiful Question - Chapter 2 1) What is questioning? 2) What happens once we have labeled things? 3) What happens to children and when they question? 4) What are the ways questioning impacts our current educational system? 5) What are the five learning skills at the core of Susan Meier's schools? 6) Where will the future of learning-by-inquiry happen?
1) What is questioning? - A beautiful question: Ambitious yet actionable question that can begin to shift the way we perceive or think about something- and might serve as a catalyst to bring about change. Questioning is a "given part of life like breathing" 2) What happens once we have labeled things? - They become known quantities that we no longer notice or think about 3) What happens to children and when they question? - Kids brains are constantly seeking stimuli and new information. Asking questions indicates kids know when they do not know something. Also indicates they know they can fill gap in knowledge by asking someone who does know answer. 4) What are the ways questioning impacts our current educational system? - Educators do not like questioning and discourage it - Primary goal to produce workers, not innovators - Teachers don't have time for questions 5) What are the five learning skills at the core of Susan Meier's schools? - Evidence- How do we know what's true or false? What evidence content? - Viewpoint- How might this look if we stepped into another's shoes or looked at it from a different direction? - Connection- Is there a pattern? Have we seen something like this before? - Conjecture- What if it were different? - Relevance- Why does this matter? :Crusty, elderly VCR 6) Where will the future of learning-by-inquiry happen? - Montessori preschools, silicon valley
TED Talk: Manoush Zomorodi, How Boredom Can Lead to Your Most Brilliant Ideas 1) What is the Default Mode? 2) How does multitasking impact your neural resources?
1) What is the Default Mode? - The time where we are bored and we begin to space out. Even though it seems like we are doing nothing- it is the point where our brain is the most active and creative. 2) How does multitasking impact your neural resources? - It is impossible to completely multitask because our brain can't do multiple things at once. This results in half effort being put into everything we multitask.
Brand Media Strategy Article 1) What is the framework for developing effective brand media strategy? 2) What are the areas of the consumer pathway? How/why are these used?
1) What is the framework for developing effective brand media strategy? - Think less about delivering message but more about how the consumer is receiving it, starting point is the consumer not brand, do this thro: consumer insight, multichannel understanding, being strategic, digital proficiency, data planning, collaboration 2) What are the areas of the consumer pathway?/ How/why are these used? Awareness Launch a product Communicate a belief Tell of an offer or event Advertising and public relations Involvement Increase emotional engagement before purchase, ex: commercial were chinese dad gives people free food if they don't have enough money but then gets sick Advertising, cause, events, PR Active Consideration Shift the order of consideration by facilitating favorable comparison Promotion, advertising, events, in store , search Purchase Convert intent into action at the point of purchase Promotion, service, product Consumption Improve the user experience Product, service Relationship Make the customer feel special to improve the per capita value Promotions, social, cause, events, direct Advocacy Increase positive conversation and recommendation Public Relations, Social Events, Cause
Gladwell, Tipping Point - The Law of The Few 1) What is the law of the few? 2) Why was Paul Revere successful? 3) How are people critical to the success of social epidemics? 4) Explain connectors, mavens and salesmen. Be able to give examples of the three and how they spread information.
1) What is the law of the few? - The Law of the Few: The 80/20 principle states that in any situation roughly 80% of the work will be done by 20% of the participants. This idea is central to the Law of the Few theory where a tiny percentage of people do the majority of the work. 2) Why was Paul Revere successful? - He was a connector, maven and salesman (immensely connected and social), vs his Buddy Dawes who was not, even tho they had the same mssg it didn't matter since Revere had such a large group and was connected to so many different social groups he was successful 3) How are people critical to the success of social epidemics? - Social epidemics created by word of mouth, all about communication and spreading message Explain connectors, mavens and salesmen. - Connectors: connected to many different social groups have a wide wide circle - Mavens: information collectors, accumulates knowledge are not passive! Also know when and and how to communicate a message, do it for the love of it and makes it successful, not a persuader, - Salesman: comes up with the message, mass power through being a persuader, does not choose sides, clients = family 4) Be able to give examples of the three and how they spread information. - Connector: Paul Revere, large social circle, word of mouth, just generally being connected - Maven: Mark Alpert, online service priced volvos and compared them, collects info and knows the inside scoop can see thro bs - Salesman: Tom Gau, salesman, financial planner, spreads info tho power of persuasion
A More Beautiful Question - Intro 1) What is the link between questioning and innovation? 2) What are the characteristics of questioning? 3) How does questioning affect leaders in the marketplace? 4) Is questioning encouraged? Why or why not? 5) What is the definition of a "beautiful question"?
1) What is the link between questioning and innovation? - Questioning is a starting point for innovation 2) What are the characteristics of questioning? - We see questioning as something so fundamental and instinctive that we don't need to think about it 3) How does questioning affect leaders in the marketplace? - the ability to ask the right questions has enabled business leaders to adapt in a rapidly changing marketplace Is questioning encouraged? Why or why not? - In an education and business culture devised to reward rote answers over challenging inquiry, questioning isn't encouraged--and in fact, is sometimes barely tolerated. Questions challenge authority and disrupt established structures, processes, and systems. What is the definition of a "beautiful question"? - Is a Ambitious yet actionable question that can begin to shift the way we perceive or think about something - and might serve as a catalyst to bring about change.
TED Talk: Jose Miguel Sokoloff, How Christmas lights helped guerrillas put down guns 1) What's the role of the Christmas lights? 2) Why was it important to talk to demobilized guerrillas before implementing any strategy?
1) What's the role of the Christmas lights? - They are a communication tool that sent a message to the guerillas to come home, showed them that "even if christmas can come to the jungle they can come home" 2) Why was it important to talk to demobilized guerrillas before implementing any strategy? - They had an inside view of what it was like, could give personal real stories, more relatable to actual guerillas, knew how to hit where it would be effective
Where Good Ideas Come From - Chapter 6 1) What is exaptation? 2) How does exaptation add to the process of innovation and ideas? Mutation, error and serendipity work together in what way? 3) How do cultures and sub-cultures impact innovation? 4)What is a weak-tie exaptation? 5) What is a third place?
1)What is exaptation? - Exaptation is the exploration of innovative uses of already existing ideas/things, and that exploration exponentially increases in environments with dense networks. An organism develops a trait optimized for a specific use, but then the trait gets hijacked for a completely different function. 2) How does exaptation add to the process of innovation and ideas? Mutation, error and serendipity work together in what way? - Exaptation adds to the process of innovation and ideas because it uses the tools of the past for a current project. More specifically, it doesn't require an adjacent possible so it is easier to innovate. - If mutation and error and serendipity unlock new doors in the biosphere's adjacent possible, exaptations help us explore the new possibilities that lurk behind those doors. 3) How do cultures and sub-cultures impact innovation? - Cultures and subcultures impact innovation because it creates a 'coffee shop' environment. This means that cities and cultures provide more creativity and flow of knowledge that goes towards innovation. They impact other groups 4) What is a weak-tie exaptation? - Having 'weak ties' in two categories will help to bring different perspectives because it comes at a problem from multiple angles over one (this used in DNA discoveries) 5) What is a third place? - A connective environment distinct from the insular world of home or office- shared environment that often take form in real world public space.
What are the characteristics of great brands?
1. Great brands take risks, not worried about money, take risks to get ahead - EX: Dove Real Beauty campaign was risky 2. Great brands are authentic - EX: Guinness, Irish, in Ireland, they stand for Ireland they have not moved away from that 3. Great brands have good parents- Someone who guides the brand. Some brands are closer to the vision of those who found them. - EX: Oprah, Sara Blakely from Spanx, Mark Zuckerberg (easy to sell a product if a great person is selling that belief and product) 4. Great brands distinct point of difference- Something they do is better, different than others - EX: -HBO: It was the first network with no commercials: It's not TV; It's HBO (No commercials, better quality). Netflix vs Blockbuster 5. Great brands have Distinctive Brand Elements: Colors (Coke's color), Logos (McDonalds), taglines (Just Do It), symbols (Mickey ears), celebrities, advertising styles (MasterCard "priceless" campaign)
How do marketers understand and use problems? What are some of the different types of problems discussed in class?
5 critical decisions (The 5 P's) -Product (What is the product) -Price (should we lower our price) -Place (where it's distributed) -Promotion (strategic communication, Advertising and PR) -People (Who are the stakeholders, who is making our product, who is involved in this brand, who do we need to make sure understands us, who do we need to influence)
Why is strategy important? Why are questions important?
Why is a strategy important: The purpose of marketing communication is movement reinforce image change image solve problem sell something Strategy makes what we are doing powerful Beginning of every strategy starts w/ questions Might say who is the relationship with what is important to them? how do they see the world? what do they currently think about the brand?