Why Brands Fail to Innovate: The Secret to Human-Centric Marketing

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The Unmtchd. Podcast

Unmatched Brands GmbH.

56 episodes

1 day ago

The Unmtchd. Podcast explores the transformative journey of creators and founders shaping the future of business. Hosted by Oana Leonte, it dives deep into real stories, actionable strategies, and bold ideas that empower individuals to create IP, scale impactful brands, and build sustainable ecosystems. This is where creativity meets entrepreneurship, and purpose becomes legacy.

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Why Brands Fail to Innovate: The Secret to Human-Centric Marketing - Tom Ellis

The Unmtchd. Podcast

10 minutes 19 seconds

11 months ago

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.

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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