“Innovation is about striking the right balance. While there is absolutely a need for process, rigidity is one of its main enemies.”
Latest thinking by Joseph Gelman
Companies often engage in an analytical and creative process to develop or review their brand positioning, an exercise often triggered by the need to support a revised business strategy. One of the risks they may encounter, however, is embarking on positioning development that lacks a strong enough strategic foundation. One way to offset this is by employing a “Brand Archetype” model, which helps define the space in which brands should play, providing strategic direction for the brand positioning. The Brand Archetype model was inspired by the understanding that brand positioning is dictated by a company’s assets, business situation, and future strategy, as well as the “appetite” for category disruption.
The point of sale is the key consumer touchpoint for many brands (especially in consumer goods) that reflects the moment of truth in a consumer’s purchasing process. A large part of marketing investment focuses on converting consumers at this critical point.
In his article Joseph outlines the typical behaviors that can kill creative thinking.
In this article, Joseph explains why it is important for companies to pay attention to trends and understand if they are relevant for their category and brand.
Joseph Gelman talks about innovation and how it can change your perception of a product. He provides 4 concepts to foster innovation: Inspiration Safaris, Human Libraries, Thief and Doctor, and the Worst Idea.