BXP - April 2017 - 40

THE DEBATE

40

Today's Fortune 500 marketing executives and

helpful in creating the innovation that will shape

agency strategists are largely recruited from Ivy

tomorrow in the form of brand or product

League universities. Sadly, this tendency may be

artifacts that are markers of a specific time

less appropriate for roles requiring innovation

and place. Again, there is no substitute for the

and a propensity towards creativity than liberal

creative leap.

arts colleges or one of the many fine design
schools. This is why the term "design thinking"

How can marketers use data as part of a

has been coined. As recently as two years ago,

brand's storytelling device?

when vying for a senior global creative direc-

What marketing and those who perform and

tor slot at a very reputable agency, I was told
that my portfolio was too creative. That kind of
thinking is not unusual particularly in consumer
packaged goods. It explains why undirected
data mining is another potential foil to innovation. If one were mining for diamonds and
found emeralds instead, one would be foolish
to discard the emeralds. Today's market throws
away an awful lot of emeralds.
Innovation requires looking beyond numbers
and unrealistic expectations of the speed necessary for consumers to adopt groundbreaking
products and brands. Every piece of data assessed by research should be accompanied by
real anecdotal observation. For every statistical
finding, we must take the liberty of creating hy-

"Innovation
requires
looking beyond
numbers and
unrealistic
expectations
of the speed
necessary for
consumers
to adopt
groundbreaking
products and
brands."

deliver analytics often forget is that in this era
of consumer empowerment and instant communication-a free, continuous focus group, via
social media, is available to us. However, once
again, it requires the ability to read between
the lines. We could not invent a better measure
of consumer need than what we can obtain
for free-forging the foundation of innovation
projection.
It is becoming increasingly evident that it is the
consumer who should be part of the innovation
process as they are the ones writing the stories
of all new brands and products. Brands belong
to consumers these days, not the other way
around.

pothesis related to causality. Why do millennials

Consumers are humans who often turn on a

averse to buying things still buy things? Why is

dime and who are able to detect shoddy quality

it that during the last recession that it was the

and outright lies. They do their own category

solid gold Rolex among the range of less expen-

analysis and are the most persuasive platform

sive Rolexes that sold the best?

for peer-to-peer validation-the most influential
element of storytelling.

Finally, whatever one mines is generally buried. What we measure today was probably

We live in an age of collaborative branding and

prompted by events and attitudes that occurred

consumer-created brands. What that suggests

or prevailed at least a year ago. Together, data

is that the best way to build a narrative around

miner and marketer must discover new meth-

a brand is to provide better brands or products,

ods to measure "now." Right now, the nature

often improved through technology, that deliver

of the process measures yesterday. Now is the

a differentiated real solution to a consumer

closest thing we have to tomorrow. And, in

need.

the end, fully understanding today is not truly

A PR IL 2017

|

BRAND EXPERIENCE



Table of Contents for the Digital Edition of BXP - April 2017

Bxp - April 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Spicing It Up
Going High End
Makeover Challenge 2017
Using Design to Engage From Screen to Shelf
The Debate
The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
Index of Advertisers
The List
BXP - April 2017 - Intro
BXP - April 2017 - BB1
BXP - April 2017 - BB2
BXP - April 2017 - Bxp - April 2017
BXP - April 2017 - Cover2
BXP - April 2017 - 1
BXP - April 2017 - Contents
BXP - April 2017 - 3
BXP - April 2017 - 4
BXP - April 2017 - 5
BXP - April 2017 - Editor’s Letter
BXP - April 2017 - 7
BXP - April 2017 - The Scene
BXP - April 2017 - 9
BXP - April 2017 - 10
BXP - April 2017 - 11
BXP - April 2017 - 12
BXP - April 2017 - 13
BXP - April 2017 - Chief Experience Officer Series: Spicing It Up
BXP - April 2017 - 15
BXP - April 2017 - 16
BXP - April 2017 - 17
BXP - April 2017 - 18
BXP - April 2017 - 19
BXP - April 2017 - Going High End
BXP - April 2017 - 21
BXP - April 2017 - 22
BXP - April 2017 - 23
BXP - April 2017 - Makeover Challenge 2017
BXP - April 2017 - 25
BXP - April 2017 - 26
BXP - April 2017 - 27
BXP - April 2017 - 28
BXP - April 2017 - 29
BXP - April 2017 - Using Design to Engage From Screen to Shelf
BXP - April 2017 - 31
BXP - April 2017 - 32
BXP - April 2017 - 33
BXP - April 2017 - The Debate
BXP - April 2017 - 35
BXP - April 2017 - 36
BXP - April 2017 - 37
BXP - April 2017 - 38
BXP - April 2017 - 39
BXP - April 2017 - 40
BXP - April 2017 - 41
BXP - April 2017 - 42
BXP - April 2017 - 43
BXP - April 2017 - 44
BXP - April 2017 - 45
BXP - April 2017 - 46
BXP - April 2017 - 47
BXP - April 2017 - 48
BXP - April 2017 - 49
BXP - April 2017 - 50
BXP - April 2017 - The Toolbox: Technologies That Speed Innovation and Optimize Marketing Solutions
BXP - April 2017 - 52
BXP - April 2017 - 53
BXP - April 2017 - 54
BXP - April 2017 - Index of Advertisers
BXP - April 2017 - The List
BXP - April 2017 - Cover3
BXP - April 2017 - Cover4
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