Using brand to determine where to “fish” for innovation
December 4, 2007: 6:30 PM - 8:30 PM
Effective innovation often comes from unearthing a deep-rooted unmet need around a specific and narrow category, yet many companies in slowing industries struggle with determining which categories they should focus on in the first place. They also don’t always know how to effectively use their brand as a strategic asset in the pursuit of new growth opportunities.
450 North Cityfront Plaza Drive
6:30 PM-7:00 PM: Registration
7:00 PM-8:00 PM: Presentation
8:00 PM-8:15 PM: Q&A
Michael Million (Speaker)
Senior Engagement Manager, Prophet
Michael Million is a Senior Engagement Manager at Prophet with over 15 years of experience consulting with Fortune 500 companies to develop and implement brand, business, marketing and innovation strategies. Michael has successfully led engagements for clients including GE, BP, DuPont, Boeing, Cargill, Sherwin-Williams, Chicago Tribune, Textron, and the Maytag Corporation.
Michael holds a B.A. from University of Colorado with concentrations in architecture and business and completed graduate studies at Northwestern University.
Prophet (www.prophet.com) is a leading global consultancy specializing in helping senior marketers more effectively use brand and marketing to drive profitable growth. Founded in 1992, Prophet’s global network includes offices in Chicago, Hamburg, London, Madrid, New York, San Francisco, Tokyo, and Zurich. Prophet is co-chaired by David Aaker, author of best-selling books such as Managing Brand Equity, Brand Portfolio Strategy, and Building Strong Brands.
Michael Million, Senior Engagement Manager at Prophet, will discuss the important role brand can help in enabling companies to innovative. He’ll describe how the Sci Fi Channel identified new areas of growth (where to “fish” for innovation), by applying a rigorous process to identifying and evaluating business opportunities against a redefined, more expansive brand.
Topics to be discussed include:
1) the importance of brand in innovation
2) how to leverage your brand in support of innovation
3) how to use brand to focus your innovation efforts: the Sci Fi story