Brand Innovation - Branding Strategy Insider

How Viewing Products As Services Creates Customer Value

October 14, 20244 min

An influential stream of thought in marketing is that all products have elements of service products and that thinking about even tangible products as service offerings can promote creative new thinking. This is not such an odd notion upon reflection. The can of beans that is served at the family dinner is a tangible product, but it also includes and replaces some service activities. Harvesting, preparation and canning are all service activities contained in the...

by Steve Wunker

Brand Innovation

Breakthrough Innovation Requires A Culture Of Truthfulness

October 7, 20242 min

There’s one, single component of a company’s culture that has more impact than any other on innovation: truthfulness. Truth-telling is foundational for cultures that prize speed, creativity, decisiveness, and risk-taking. But it’s often missing. Here’s why:

by Steve Wunker

Brand Innovation

Six Traits Of Innovative Leaders

September 23, 20248 min

In an era of disruptive change, managers who rely on old playbooks risk rapid obsolescence. The need for quick responses to hard-to-predict events calls for agility and creativity – in short, for innovative leaders.

by Steve Wunker

Brand Innovation

The Link Between Innovation And Customer Loyalty

August 22, 20242 min

25 years ago, I had the privilege of supporting Bain’s Fred Reichheld in researching one of his first books on loyalty. Fred would soon go on to invent the Net Promoter Score, but at this point he was still calculating the economics of customer loyalty. The math was quite compelling.

by Steve Wunker