Putting the NO in InNOvation
source: www.postcereals.com
Abstract: In the beginning of 2009 the American cereals manufacturer Post came up with a new campaign under the tagline “Why we put the NO in Innovation.” By emphasizing the 100% natural ingredients and the fact that the product has not changed for centuries, Frank Duff – a fictional CEO – motivates his employees to be proud of the lack in progress and innovation their company and their product have shown over the years.
Driver
Social
The success of the advertising campaign is driven by a growing mistrust in innovation by consumers, who increasingly cherish values, like honesty, trustworthiness, security and ecological awareness.
Economic / Industrial
Emerging social and sustainable consumption patterns.
Obstacle
Social
The fact that stating a “NO to innovation” stirs up public attention can also be driven by the fact that this goes against the usual day-to-day opinion.
Design / Art
Advertising campaigns are driven by hype cycles and the need to provoke. What is popular today can be completely neglected tomorrow.
Indication
Change in current innovation patterns
This weak signal could be a hint that more and more companies start actively distancing themselves from an innovative image. Instead they merely focus on their “evergreens” and rely old but proven and successful products with a stable market share, e.g. Post, Coca Cola, Manufactum etc.
Uncertain
In the last years traditional brands did not change radically, but they have innovated packaging design, sales channels, production and logistic processes. It is hard to imagine they will stop innovating processes. But maybe they will start hiding it from the public?
Sector specifics / cultural specifics
Probably more important for consumer goods.
Source
Internet
www.realinnovation.com/commentary/archive/putting_the_no_in_innovation.html
www.mpdailyfix.com/2009/04/when_saying_no_to_innovation_m.html