Take the holistic approach to innovation
True value is delivered to your organisation and customer only when the total brand experience meets (and preferably exceeds) the customers’ needs and expectations. There are a few rules helping you to design the optimal brand experience.

1. Explore opportunity domains where you could add value to new or existing customers and markets
2. Design value propositions that fit the strengths of your brand and that are highly relevant to key customer segments
3. Define all relevant brand touch points needed to deliver a strong value proposition
4. Design your brand touch points within their holistic ecosystem. Your products, services and communication efforts will eventually form all brand touch points between you and your customer.

Remember that true value is delivered through your ecosystem of products and services, and NOT through your advertising campaigns! Where advertising might boost the sales of great a product, it will never be able to turn a lousy one into a success. Even nowadays advertising agencies are still hired too often to clean up the collateral damage of weak value propositions and badly designed ecosystems.