The top ten marketing innovators in Ag Age's
report showed some interesting characters. Trever Edwards the VP Global Brand Management for Nike who was born in London and pretty much worked in every major city had this to say about Nike innovation:
We think a lot about the need to bring something new to the marketplace, but we don't think about it as just being new; we think about: How is this better than the last thing we brought to the marketplace?
According to Edwards it's not innovation for innovation's sake. A father of two three year old twins Edwards is inspired by how his children always see the world with a fresh pair of eyes. Another interesting US marketer is Paolo Timoni CEO Piagio US. He had a great lovely brand and cool product but the Americans didn't want it I mean its small to start with and didn't know where to park it right? Wrong. He started a campaign about
"Vespanomics" concept, which the company defines as "the ecological, economic and personal satisfaction one achieves after buying a Vespa scooter."
This is interesting but what's more interesting is what Mr. Timoni did when Bush announced a drive against American's 'addiction to oil' Timoni wrote an open letter in The New York Times, addressed to all U.S. mayors, encouraging them to find a place for scooters in their cities. The letter received an overwhelmingly positive response, not only from pro-scooter bloggers but from the mayors, who invited the company to present at a conference of mayors in May. Now could this idea have come from an ad agency who is only interested in selling 30second ads ... I doubt it but damn it gets mayors in every city consider giving your product government approved distribution not to mention putting your product on the public agenda. And of-course the latest campaign moved from "Vespanomics" to "Vespatition" to call for facilities for two-wheel vehicles. The client of the future is an opportunist, propagandist as well as innovator.
The top ten marketing innovators in Ag Age's report showed some interesting characters. Trever Edwards the VP Global Brand Management for Nike who was born in London and pretty much worked in every major city had this to say about Nike innovation: We think a lot about the need to bring something new to the marketplace, but we don't think about it as just being new; we think about: How is this better than the last thing we brought to the marketplace? According to Edwards it's not innovation for innovation's sake. A father of two three year old twins Edwards is inspired by how his children always see the world with a fresh pair of eyes. Another interesting US marketer is Paolo Timoni CEO Piagio US. He had a great lovely brand and cool product but the Americans didn't want it I mean its small to start with and didn't know where to park it right? Wrong. He started a campaign about "Vespanomics" concept, which the company defines as "the ecological, economic and personal satisfaction one achieves after buying a Vespa scooter." This is interesting but what's more interesting is what Mr. Timoni did when Bush announced a drive against American's 'addiction to oil' Timoni wrote an open letter in The New York Times, addressed to all U.S. mayors, encouraging them to find a place for scooters in their cities. The letter received an overwhelmingly positive response, not only from pro-scooter bloggers but from the mayors, who invited the company to present at a conference of mayors in May. Now could this idea have come from an ad agency who is only interested in selling 30second ads ... I doubt it but damn it gets mayors in every city consider giving your product government approved distribution not to mention putting your product on the public agenda. And of-course the latest campaign moved from "Vespanomics" to "Vespatition" to call for facilities for two-wheel vehicles. The client of the future is an opportunist, propagandist as well as innovator.
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