Thoughts on Innovation vs. Branding Strategy
Posted on September 8, 2009
Filed Under Innovation, Marketing, Quantum Leaders, Strategy, Strategy Execution | Leave a Comment
A post over at The Blake Project’s blog discusses the issue of a a strategy based on Innovation, vs a Branding strategy. The author, in my opinion, sets up a strawman argument as to what an innovation strategy is (using The Sharper Image as an example), and then goes on to extol the value of a branding-based strategy as a better long-term approach. It will likely come as no surprise that the author(s) of the blog are principals in a branding services firm.
In my comments in response to that post, I proposed that one of the problems in the framing of this issue was the use of the term “innovation”. Many consider it as being synonymous with “creativity” – simply thinking of, and then bringing to market, new products or services.
As I have written earlier, I prefer to apply a framework for innovation that encompasses Ideation (creativity), which instantiates via Invention – but that innovation is based on the creation of true customer value.
Using Apple as an example for understanding & applying this framework – the Macintosh in particular – Apple neither provided the original ideation, nor the initial instantiations of window-based, mouse-driven, iconic interfaces for computers. However, I believe that they did provide the innovation based on the work of others, as they were the first company to understand and deliver the value derived from these ideas to the marketplace.
And one last note, I also take issue with their putting forth The Sharper Image as a company whose strategy is based on innovation. My perception is that they are basically a retail distribution chain for gadgets & gizmos, selling private-labeled products designed and manufactured by 3rd parties….
What say you?
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