brand strategy

Product Development for Brand Managers

Win-novation™: The Missing Link


Join me in NY at the HBA Global Expo on Tuesday June 19th as I join a panel to discuss Product Development for Brand Managers: Understanding Technical Thinking: Extraordinarily successful innovations mask the complexity behind them. Be it in business, the arts, engineering, or the sciences; when well executed, it all looks so deceivingly simple. We just intuitively “get it”. Success is maximized when a product’s “push” matches the market’s “pull”.  The “what”, “how”, and “when” to launch is a strategic discipline that requires alignment across several disciplines around a project. Just because “we can” doesn’t necessarily mean “we should”. Members of the team need to be reciprocally influenced by the overall team’s skills and insights.

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Best Buy in a Small Box

Branding Insights
One of a series by John Paulo Cardoso, Spyder Works Chief Creative Officer & Founder


On March 30th the roll out of Best Buy Express automated kiosks took off from Toronto’s Pearson airport. The new small box format will offer more than 60 product skus at prices consistent with their in-store and online pricing and promotions.

In 1958 ‘self-service’ in supermarkets and variety stores was on the rise and TIME magazine reported on a new merchandising pseudo science named impulse buying. Presenting a small selection of your most desired products in a well branded display makes the purchase decision easy for the customer. So easy in fact that they may not even realize why their buying your product. This format interrupts the consumer’s logical buying behaviour and replaces it with an irrational moment of self gratification.

General Manager of Retail for the GTAA, Janine Gervais, noted that “Many of our guests are moving through the airport quickly and are looking for efficient shopping options. The Best Buy Express kiosks will fill that need for these guests.”

iPods departing hourly.

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Ding-Dong, This is Your Wake-up Calling

Innovation Insights
One of a series by Ken Tencer, Spyder Works CEO


Dove speaks to “real beauty,” and Revlon to hope. There is Martha Stewart who has redefined the notion of ‘living’ and, of course ‘O’, the empowerment juggernaut.

But Avon Products is still best known for “ding-dong” – the century-old symbol of how they deliver, not what they deliver. Well, today the middle class are not at home during the day, they’re at work. And every business now provides in-home shopping, through the Internet, and next-day delivery.

Avon’s recent fourth-quarter results showed a sales drop of 4%. After 125 years, it needs a new direction. Avon needs to build on platform, not process. Avon needs to focus less on finding new ways to sell its products, and more on making people want to buy them. Capture the imagination of consumers, and they will want to find you. Avon should cull its 20-years-behind roster of celebrity endorsers and embrace the A-list: a socially interactive, engaging and inspiring life of beauty, glamour and style.

Process and delivery are important to every business-consumer relationship; be on-time, be in-stock, perform the way you promise – but today they are a “given.” What you make and how you deliver is not as important as how your customers perceive your brand’s ability to positively impact their lives.

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