Pour les entreprises et les marques, l’innovation est généralement vue comme un outil de croissance. Pour les villes et les quartiers, l’innovation est généralement vue comme un outil de résolution de problèmes autrement insolvables. Mais dans les deux cas, l’innovation peut être un outil marketing performant. Alors dans le cadre de la #Smart City / du #Smart Sustainable District, faut il innover pour résoudre des problèmes, pour améliorer son image ou pour les deux ?
What always surprises us when working with big companies is that innovation is usually primarily seen as a #growth tool. It is less commonly talked about as a brand-building tool. That’s usually seen to be the domain of big advertising campaigns that supposedly land enduring brand values. What if the best form of marketing wasn’t, in fact, marketing?(…)We are passionate about how innovations (products and services) can really change the fortunes of a brand. That’s because we believe the best way to transform people’s perceptions of a brand is to change the way they experience it. So, whilst we understand the stopping power of a billboard, we believe in the lasting power of innovation.Service brands get this the most. Their customers are naturally most exposed to the brand when they are actively using and experiencing it.(…)It hopefully goes without saying that the trick here is to have a strong, compelling and differentiated brand promise in the first place though. Not as easy as it sounds…The main benefits of using innovation as a marketing tool are:
- It can often push brands to interesting new spaces outside of the natural plays in adjacent categories
- It can really put some meaningful distance between a brand and its competition
- It can reinforce perceptions of the brand, but also evolve them
- It can build the brand faster and sometimes more cost effectively than big equity building advertising campaigns
Our parting advice is to stop obsessing over what the competition are doing (category-led innovation) and start thinking creatively about how you can stretch your brand’s unique promise to the consumer (brand-led innovation).
Le Smart Sustainable District doit être un outil performant d’optimisation de cette entreprise humaine qu’est un quartier. Parce que la Smart City est encore un concept qui se recherche (Comprendre la Smart City), elle est actuellement empreint d’innovation. C’est d’ailleurs à un point tel que l’innovation passe bien souvent avant tout. La solution est mise en œuvre car la technologie le permet ! Les prescripteurs et les décideurs oublient le besoin réel !
