42mins | More JuiceCasts here and here

This is a video featuring the edited highlights from a roundtable discussion on how well and badly big brands innovate. Convened by BrainJuicer, it features the collective wisdom of both clients and staff. The conversation lasted almost two hours but we were commissioned to record the session and edit it down. Now, much as we tried, we couldn’t get it below c.40mins because of the amount of goodness there.

But the length gave us and Chief Juicer John Kearon pause for thought. How could we make it as accessible and watchable as possible? Well, here are a few tiny innovations that were inspired by that quandary

  • John invited illustrator Bob Wagner along to capture seminal moments as cartoons. Not only are these embedded in the video, John’s also created a useful eBook teaser complete with enlightening quotes
  • As usual you can find a list of the talking areas here, enabling you to quickly get to the parts that interest you most. This is one of the reasons we use Google video for streaming, because they allow you to go to any part of the video directly without wasteful buffering time
  • For those who prefer something slicker, try the chapterised version of the video

 STARRING 

This is a commissioned podcast which is published according to our yumminess policy

Timeline [42m49s]
00m00s Intro.
00m19s Good vs. great advertising.
02m12s Conditions for powerful innovation.
03m06s Being unreasonable in large companies.
03m46s The tension between research and innovation.
04m15s Flaws in the stage-gate system.
05m23s Source of creative ideas.
06m11s Easier to innovate in smaller companies.
06m41s A fireman’s hose of information overload.
08m17s Paradox at the heart of innovation.
08m56s Best ideas in Unilever have come from far flung countries, not the centre.
10m59s Lack of incentive to innovate beyond cash cows.
11m20s Evangelising the brand.
14m34s Recruiting in the brand’s image.
15m10s Do challenger brands drive innovation?
16m31s Increasing pressure for faster payback from innovation.
17m52s Avoiding the marshmallow hot water bottle.
19m14s Challenger brands also challenge conventions internally.
20m01s The Dyson Airblade - another success?
22m58s The case for a series of small, incremental innovations.
25m33s Innovating the Google way.
27m10s Research agencies complicit in large company lack of innovation.
29m32s Research’s conservatism stymies innovation.
32m05s The role of politics in large company innovation.
33m32s “Concepts” versus prototyping.
35m45s Learning to love failure.
36m32s Research as an insurance policy.
36m58s Research agencies: “it’s easier to just take the money”.
39m19s Creativity loves genuine criticism.
40m31s Good internal operators know which battles to fight.

Notable Mentions
Added Value.
Apple.
Axe.
Baileys Irish cream.
Brand Genetics.
Bulmers.
Celebrations.
Coca Cola (Coke).
Comfort conditioner.
Dove.
Dyson.
Ethnography.
Fosters.
Google.
GSK.
Guy Kawasaki.
Impulse.
Innovation.
Kronenberg.
Lynx.
Magners.
Mckinsey.
Michael Holgate.
Millward Brown.
Nike.
Quality Street.
Richard Seymour.
Sahar Hashemi.
Semiotics.
Sir James Dyson.
Unilever.
What If?

Music Ryan Shupe and the RubberBand from the PMN

Series:MarketingTalk Series:AdTalk
Series:Commissioned Series:JuiceCasts