Brand Rewired: Connecting Intellectual Property, Branding, and Creativity Strategy

Chapter 4. The Influencers

Throughout our research, it became clear that a few trends and notable authors are influencing what our thought leaders are thinking and doing in their businesses. Some of the favorite reads of our interview subjects include: Blue Ocean Strategy by W. Chan Kim and Renee Mauborgne, Seth Godin's series of books, Malcom Gladwell's series of books, The Game Changer by A.G. Lafley, Burning the Ships by Marshall Phelps, Built to Last by Jim Collins and Jerry Porras, Open Innovation by Henry Chesbrough, as well as classics like the books of Peter Drucker.

We found that the following trends are driving the thinking of our innovative leaders and influencing their decision making:

Consumer-based insights

Content as marketing

Cost of litigation, risk, and uncertainty

The dilution dilemma

Limited budgets

Consumer-Based Insights

As consumers, we have everything we need and want. To break through and continue to grow, businesses must innovate at the consumer level with a deep understanding of consumers and how they live their life. Consumers may not yet know what they want or need or how it may change the way they live their lives. That's why companies exist, to continually innovate by understanding what was once unknown will become hot and in demand. This means we must be creating something that is new, innovative, and that captures consumer attention. And it means we must create processes and provide leadership with a single purpose and vision that facilitates understanding ...