Editor's Notes:
In the era of globalization, digitalization and rapid development of intelligence, brand innovation has become a key factor in the sustainable development of enterprises. Whether it is product design, packaging innovation, marketing strategy or business model, domestic and foreign brands are constantly exploring and iterating to adapt to the rapid changes in market demand and consumer preferences. Sino-German Department of Branding offers a series of lectures on "International Design and Innovation Trends", inviting branding experts and scholars from the industry and academia to share the latest developments, methods and cases of international branding innovation, in order to inspire teachers and students to think innovatively and improve the level of branding discipline construction.
On the evening of October 24th, the lecture series of "International Design and Innovation Trends" of Sino-German School of Branding started as scheduled, and Prof. Ken Harvey, a senior expert in brand communication, was invited to give a special lecture to all the students and teachers of the school - Finding Marketable Products without Competition. Prof. Ken Harvey, a senior expert in brand communication, was invited to give a lecture on "Finding Marketable Products without Competition".)
Presenter Introduction
Professor Ken Harvey, Ed.D., is a communications and education professional with over 30 years of professional practice and teaching experience. He has taught journalism and branding at universities in the United States, Kazakhstan and Malaysia. With practical experience in newspaper editing, corporate marketing, and communications consulting, and a long list of publications on media and education, Prof. Harvey's research spans the fields of social media, branding, and K-12 educational strategy, and his scholarly work reflects his expertise in journalism, media management, and educational technology, as well as his focus on civil society development.
The cornerstone of disruptive innovation: insight into the underlying logic of marketing
Prof. Ken Harvey took contemporary international marketing trends as the starting point, citing Harvard Professor Christensen's classic research case - how simple and convenient personal computers gradually replaced the early high-performance but bulky computers, thus changing the landscape of the entire computer industry. Professor Harvey emphasized that it is this kind of disruptive innovative thinking oriented to user needs that breaks the deadlock of small enterprises' technology being monopolized, and provides small enterprises with the opportunity to compete with large enterprises on the same stage.
In Prof. Harvey's opinion.Disruptive innovation is not a far-fetched concept, but is rooted in every detail of daily life. It requires enterprises not only to focus on the improvement of product quality, but also to dare to break the routine, efficiency-oriented, the courage to take risks, in order to achieve self-evolution in the fierce market competition. This trend is gradually becoming mainstream, leading the new style of marketing.
Disruptive Innovation Gathers Momentum: Be Courageous to Disrupt Yourself to Reverse the Situation
To further illustrate the power of disruptive innovation, Prof. Harvey combined international business competition with the vivid case of Radio Corporation of America (RCA), which was defeated by SONY with a more portable but less powerful product. He pointed out that the key to SONY's successful comeback was that it dared to disrupt the tradition and launched products that better met the needs of consumers. This case not only highlights the power of disruptive innovation, but also provides valuable insights for other companies, and Professor Harvey used the metaphor of "churning yourself like a good ice cream" to illustrate the importance of the concept of "churning yourself like a good ice cream".Encourage everyone to dare to subvert themselves in life, study and work as well, and constantly challenge their own limits so as to seek new opportunities for development.
Disruptive Innovation Explosion: Seize the Opportunity, Be Prepared for Crisis
Prof. Harvey delved into the heart of marketing - targeting potential customer segments, noting thatProspecting potential users is an important engine of innovation that can drive organizations in the right direction. In order to deepen students' understanding of the innovation process, Prof. Harvey shared the story of 53 American paper media that underestimated the new online media market and were massively eliminated from the market, revealing the dilemmas and challenges of traditional media in the process of digital transformation. At the same time, he also emphasizedThe continuity of the innovation process, pointing out that reversing the market pattern with innovation is not a quick fix, but a process that requires continuous investment and exploration by the enterprise.
Q&A Session: Insight into Market and User Needs
During the Q&A session, students enthusiastically raised their hands to ask questions and had an in-depth exchange with Prof. Harvey on product innovation and market demand forecasting. He suggested that first of allTake the first bold step to build on existing technologies and keep experimenting with new possibilities; and secondly, toMake full use of various online media (e.g. video websites, shopping software, etc.) to obtain data on user interests and preferences, and flexibly apply them to innovative practices.; and finally.Collecting user feedback and adjusting R&D strategies after product launchIn this way, we can find the real blue ocean market in the fierce market competition.
At the end of the lecture, Dean Zhang Yiping summarized Prof. Harvey's lecture. He pointed out that Prof. Harvey's lecture brought us a profound revelation of the disruptive innovation model - theTransform potential consumers into exclusive customer segments for product services, and use their cutting-edge consumer needs as the direction of innovation to guide brands in developing efficient product strategies.This is not only an in-depth analysis of brand innovation, but also a precise grasp of future market trends. This is not only a deep analysis of brand innovation, but also a precise grasp of future market trends.
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