商业：加减乘除创意立异法(国外英文资料).docVIP

商业：加减乘除创意创新法(国外英文资料) Namely on the original nature, along this feature, constantly strengthen and highlights, such as brand positioning is at a low price or promotion highlight is low, it will have to continuously provide consumers with better cost-effective products, for consumers to spend less money to get more benefits, such as tide value family, family crest overflow, buy one get one free safeguard soap... This is also the focus principle of brand positioning. Division innovation: D means B = A Division of innovation is a kind of reverse thinking and reverse thinking of opposites weakening thinking, and procter gamble company mentioned subversive innovation, many time can create a new category and new market; The three innovative approaches to the preceding addition are incremental innovation mentioned by procter gamble. Innovation, division and multiplication of innovation is the opposition and mutual cycle, is greatly weakened the original products of a certain feature, function, characteristics, composition, etc, and highlight a different place, the different place can be never stand out the characteristics of existing of original products, can be the original characteristics of the product didnt have. This is the brand positioning of the principle of opposites (principle of opposites, Yin and Yang), standing in the opponent (as well as the reference, itself, the characteristics of the original products) the opposite of pro, opposite, shadow, to focus and innovation, also is one of the brand positioning principle of focus. Black packing to white packing High prices go to low prices The adult consumer group, the childrens consumer group Authentic history of Coca Cola to young peoples Coca-Cola In the case of a western prescription drug for severe stomach disease, tintin, an important over-the-counter diet tablet for the stomach and stomach, is a tablet of stomach and stomach The blood-replenished red peach K goes to the blood supply that lasts ... In a word