個案總覽

In the past decade, Procter & Gamble has transformed Oil of Olay from "oil of old lady" into Olay Total Effects -- one of its strongest brands. Is one of your brands a diamond in the rough? The authors outline five key questions that can help you assess whether or not to invest in brand reinvention. If a brand can answer all of them in the affirmative, chances are good that it has the potential to be transformed from a laggard into a star. The authors present the five components of their Brand Reinvention Framework: proposition, target, offerings, production, and channel, describing in detail how to approach each element.

The author and design practitioner describes how to go about creating new businesses or reinventing existing ones. He argues that the best way to manage the inherent uncertainty of innovation is to look beyond the existing data to find out where value truly resides for your business. One of the most effective methods for doing that, he says, is to create an 'opportunity map' -- a visual representation of the business landscape that guides future strategy by synthesizing met and unmet consumer needs, emerging discontinuities such as cultural and technology trends, both direct and indirect competitive activity, and internal and external competitive competencies. This approach, he says, can help leaders navigate complexity and chart a path to future growth.