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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:
- 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, Truvia 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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