Design Thinking for Strategic Innovation: What They Can't Teach You at Business or Design School by Idris Mootee

Author:Idris Mootee [Mootee, Idris]
Language: eng
Format: mobi, pdf
Publisher: Wiley
Published: 2013-08-20T14:00:00+00:00

Business Challenge 04: Maintaining Relevance

All brands need to establish visibility, purpose, meaning, and credibility to be considered relevant in a category. Through innovation, an organization can elevate itself above its competitors and render them largely irrelevant to consumers. This is quite different from brand preference. Relevance is felt deeper and can create a clear divide between brands.

Innovating in a white space category or subcategory is imperative for market success today. In virtually all categories, from beverages to computers to financial services to air travel, marketing and product improvements rarely affect the sales or profits of a brand because of habitual consumer behavior. Meaningful changes in sales almost always relate to an offering that is created through substantial or transformational innovation.

The expectations of consumers are rising at the same time that many brands are becoming more resourceful and savvy at gaining attention and tailoring their unique selling propositions and reasons to believe to fit the market. But customers are becoming more demanding of companies to stay relevant to their ever-changing lifestyles. Relevance is extremely difficult to maintain long term. Over time, brands must rethink and redefine the value that they bring to consumers. It’s getting tougher to lock in on value propositions that will truly satisfy. Value redefinition is a design approach that helps develop a new voice and meaning that will not only resonate with consumers but also sideswipe the competition.

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