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General Session
THE FUZZY FRONT END OF INNOVATION
The initial stage of the innovation process - the Fuzzy
Front End - is generally regarded as one of the greatest opportunities for
improvement of the overall innovation process and the one people know the least
about. This session will cover keys to ensuring success from a decade of
innovation experience on issues including:
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Setting the right bar: defining the right goals
for type and size of innovation
- Common innovations myths - don't believe the hype
- Accept risk, embrace failure (and learn from it)
- Know your consumer and translating consumer insights
into action
- Business viability and having a sustainable point of
difference
Andria Long
Formerly Vice President of Innovation & Strategy
Sara Lee Corporation
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COMMUNICATING
INNOVATION TO EMPLOYEES
At 3M,
innovation is a major strategy for increasing the company's value. 3M
educates employees on the power of the 3M brand by sharing stories of
innovation. That helps empower employees to become
ambassadors to bring the 3M brand to life among customers and other stakeholders.
Dawn
McGinley
Director,
Marketing & Communications
3M Corporate Marketing and Public Affairs (CM&PA)
Anne Greer
Leader, 3M Corporate Brand Department
Implementation Leader, 3M Brand
3M
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12 CRITICAL FACTORS FOR INNOVATION SUCCESS
After extensive testing and tracking, Nielsen has uncovered
the 12 tasks that marketers must do in order to successfully bring new products
to market. This revolutionary framework provides the clarity needed to
assess the potential of new initiatives, following the consumer adoption
process. Learn how to apply these factors of success to new product
launches and dramatically increase the chances of launching a successful
product.
Vicki Gardner
Senior Vice President, Product Innovation Services
The Nielsen Company
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INNOVATION IN PRODUCT DEVELOPMENT
The
Truvia brand, launched in late 2008, is driving growth and innovation within
the sugar-substitute category. Truvia
was introduced as the first natural zero-calorie sugar substitute made from
rebiana, derived from the best tasting part of the stevia leaf. By 2010, Truvia
changed the face of the sugar substitute category as it became the first no
calorie natural sweetener to surpass an artificial sweetener in market share.
Discover how Truvia's "honestly sweet" brand positioning
revolutionized the sugar-substitute category in such a short amount of time.
Ann
Tucker
Director,
Marketing and Communications, TruviaTM Brand
Cargill Health & Nutrition
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BRAVERY: THE FORCE BEHIND INNOVATIVE COMMUNICATIONS
In a world of "ho-hum" and
"seen-it-before", brands with the courage to stand apart from the crowd are
rewarded with marketplace success. It's this belief that inspired BMW to
cut its TV budget and launch the world's first digital films. It's this
conviction that persuaded Citibank to proclaim there's so much more to life
than money. And today, it's this faith in bravery that is turning around
companies like Cadillac and H&R Block.
This session will make the case
for bravery as the ultimate virtue in modern marketing and introduce Fallon's
Bravery Index, a quantitative tool designed to inspire and measure brave
innovation. The two most important components of bravery will be
discussed - dynamism and authenticity - and what they mean for managing modern
brands. Most of
all, real-world tips for adding a healthy dose of bravery to enhance innovation
will be provided.
Michael
Fanuele
Chief
Strategy Officer
Fallon
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INNOVATORS PANEL
A panel of client-side marketers charged with leading innovation at
their respective organizations will share insights and best practices on
various aspects related to innovation, including:
- Internal org structure to stimulate innovation
- How to nurture and develop ideas
- Test
processes for evaluating ideas without stifling creativity
Heidi Emanuel
Senior Innovation Officer, Vice President of Strategy & Innovation, ITQ
General Mills, Inc.
Dan Hernandez
Director, Innovation
Hormel Foods Corporation
Robert Rausch
Director, Strategy and
Innovation
Advance Auto Parts, Inc.
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3M
INNOVATION CENTER TOUR (tours 8-9am and 4-5pm)
The event will include a tour
of the 3M Innovation Center. The centerpiece of the 3M Innovation Center is the
World of 3M Innovation. This showcase is comprised of interactive displays,
films, presentations and stories that provide the opportunity to connect
customers to the depth and breadth of everything 3M has to offer (e.g.,
business processes, technologies, products and global connectivity).
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