Innovation Roundtable: Using brand to determine where to “fish” for innovation December 4, 2007

Effective innovation often comes from unearthing a deep-rooted unmet need around a specific and narrow category, yet many companies in slowing industries struggle with determining which categories they should focus on in the first place. They also don’t always know how to effectively use their brand as a strategic asset in the pursuit of new growth opportunities.

Michael Million, Senior Engagement Manager at Prophet, will discuss the important role brand can help in enabling companies to innovative. He’ll describe how the Sci Fi Channel identified new areas of growth (where to “fish” for innovation), by applying a rigorous process to identifying and evaluating business opportunities against a redefined, more expansive brand.

Topics to be discussed include:

1) the importance of brand in innovation
2) how to leverage your brand in support of innovation
3) how to use brand to focus your innovation efforts: the Sci Fi story

Official Website: http://www.chicagogsb.edu/alumni/events/showEvent.aspx?eventId=381