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System1, Unlocking Profitable Brand Growth Webinar Series Chapter 2: Innovation

System1, Unlocking Profitable Brand Growth Webinar Series Chapter 2: Innovation

This episode: Fluent Innovation

"Ever wondered how to present your new idea to the public so that it's accepted? Read this book! A hugely enjoyable foray into the psychology of acceptance and how we really decide between the options before us." 

-Sahar Hashemi, Entrepreneur (Coffee Republic & Skinny Candy) and Best Selling Author (Anyone Can Do It & Switched On)

What to expect from the webinar:

  • Learn how to make great ideas more fluent - easy to recognise and understand
  • Discuss successful fluent innovations like the Bialetti Moka Express
  • Review mistakes by failed fluent innovations like the Sinclair C5
  • Master the formula for fluent innovation by using 80% familiar and 20% new

In each 20 minute webinar, presented by two of the authors, Tom Ewing and Orlando Wood, we discuss the key ideas raised by each chapter. All 5 Chapters are available now.

Chapter 1: Decision Making (Watch Recording)
In this first webinar of the series on Chapter 1: Decision Making, Tom and Orlando lay the foundations for the rest of the book, discussing the features of System 1 thinking and why it's so important for marketing.  

Chapter 2: Innovation
In the second webinar of the series, we show how System 1 thinking (how humans make decisions) has an instinctive preference for the familiar. For consumers to accept your innovation, embed your great new idea in the familiar to make it Fluent - easy to recognise and understand. Fluent Innovation looks 80% familiar and 20% new.

Chapter 3: Advertising: (Watch Recording)
In the third webinar of the series, we explore emotional advertising. Emotional ads are by far the most likely to create long-term profitable growth. Harness the 7 basic emotions and fluent creative devices to make great advertising. The more people feel, the more people buy.

Chapter 4: Brand-Building: (Watch Recording)
In the fourth webinar of the series, we unveil the 3 rules for building brands: Fame, Feeling and Fluency. Brands should come readily to mind (Fame), feel good (Feeling) and be distinctive (Fluency). The 3 Fs explain current market share, predict share gain and create brand value: they are the keys to profitable growth.

Chapter 5: Shopper Marketing (Watch Recording)
In the fifth webinar of the series, we reveal how System 1 works in the purchase environment. Don’t create stopping power, which encourages caution and limits sales. Instead, create moving power, enabling shoppers to buy easily and instinctively.

Interested in learning more about System 1 thinking?