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Why Brands Fail to Innovate: The Secret to Human-Centric Marketing - Tom Ellis
Tom Ellis, CEO of Brand Genetics and Chairman of the Global Innovation Forum, shares powerful insights into the art of human-centric marketing. He explains why brands often fail to innovate, how to break free from category-focused thinking, and why understanding human motivations is the key to success in today's complex marketplace.
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00:01 Understanding Human Motivations Over Consumer Behavior
01:16 The Concept of 'Jobs to Be Done' and Why It Matters
02:21 Innovating Beyond Product Categories
03:51 Breaking Out of Echo Chambers in Corporate Marketing
05:24 Why Large Corporations Struggle with Innovation
06:07 Lessons from BMW: Thinking Beyond a Single Product
06:39 Humanizing Marketing: Moving Away from 'Users' and 'Consumers'
07:24 Ethnographic Research: Bringing Brands Closer to People’s Lives
08:27 The Importance of Human Connection in Innovation
09:41 What Startups Do Differently—and Why It Works
09:59 Final Thoughts: Think Human, Innovate Disruptively
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Follow Oana:
LinkedIn: https://www.linkedin.com/in/oana-leonte/
IG: https://www.instagram.com/oanaoleonte/
Follow Unmtchd.
LinkedIn: https://www.linkedin.com/company/theunmtchd
IG: https://www.instagram.com/theunmtchd/
🚀 Explore the world of future innovation and creativity: https://giflondon.com/
Sponsors:
Global Innovation Forum GIF - https://giflondon.com/
Appinio - https://www.appinio.com/en/
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By Unmatched Brands GmbH.Tom Ellis, CEO of Brand Genetics and Chairman of the Global Innovation Forum, shares powerful insights into the art of human-centric marketing. He explains why brands often fail to innovate, how to break free from category-focused thinking, and why understanding human motivations is the key to success in today's complex marketplace.
+
00:01 Understanding Human Motivations Over Consumer Behavior
01:16 The Concept of 'Jobs to Be Done' and Why It Matters
02:21 Innovating Beyond Product Categories
03:51 Breaking Out of Echo Chambers in Corporate Marketing
05:24 Why Large Corporations Struggle with Innovation
06:07 Lessons from BMW: Thinking Beyond a Single Product
06:39 Humanizing Marketing: Moving Away from 'Users' and 'Consumers'
07:24 Ethnographic Research: Bringing Brands Closer to People’s Lives
08:27 The Importance of Human Connection in Innovation
09:41 What Startups Do Differently—and Why It Works
09:59 Final Thoughts: Think Human, Innovate Disruptively
+
Follow Oana:
LinkedIn: https://www.linkedin.com/in/oana-leonte/
IG: https://www.instagram.com/oanaoleonte/
Follow Unmtchd.
LinkedIn: https://www.linkedin.com/company/theunmtchd
IG: https://www.instagram.com/theunmtchd/
🚀 Explore the world of future innovation and creativity: https://giflondon.com/
Sponsors:
Global Innovation Forum GIF - https://giflondon.com/
Appinio - https://www.appinio.com/en/
Want to lead, not follow? Sign up for actionable insights from industry leaders: www.theunmtchd.com
Sign up to our newsletter and join The Unmtchd. Collective!