PiNG! Connecting with Your Consumer - Flipbook - Page 92
PiNG!
CHAPTER 4
PiNG!
CHAPTER 4
Effective Innovation Creates
Adventurers out of Brand Loyalists
Innovation is the introduction of the new
and unexpected. It is the convergence of how unique
Brands often innovate to create news. News gets attention. Attention creates sales. Sometimes innovation is
about making improvements, but often it is about marketbrand qualities are communicated to the consumer, what
ing in different ways to attract the eye of the consumer.
supports them and how they interface with need states.
Innovation is a mix of science, technology, psychology,
Some consumers buy what they always buy and put little
art, communication and imagination. It can be found in
thought into their choices. Other shoppers browse, are
a number of product elements, including packaging, inwilling to try something different and are open-minded
gredients, usage occasions, dispensing, convenience and
about change. Using innovation to connect with consumtime-saving mechanisms. It is the way your consumer will
ers is about providing different options that will appeal
view your product differently from the way it is currently
both to a loyal shopper and to a more adventurous one.
viewed.
Sometimes these are gradual changes and sometimes they
are dramatic.
There are many different forms of innovation. The simplest kinds are flavor and fragrance varieties. There are
Every new product has at least one innovation point. But
also boutique innovations, which are new sub-lines of
effective innovation PiNGs the consumer in several ways.
your current brand that convey qualities or attributes that
Successful brand innovation happens regularly and helps
differ from the original line. Whatever the source, innovaconsumers identify the products that will benefit them the
tion arises from new connection points between the brand
most. This chapter identifies key innovation PiNG points
and the consumer.
and how they affect the consumer’s purchase decision.
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