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 + Follow Oana: LinkedIn: https://www.linkedin.com/in/oana-leonte/ IG: https://www.instagram.com/oanaoleonte/ Follow Unmtchd. LinkedIn: https://www.linkedin.com/company/theunmtchd IG: https://www.instagram.com/theunmtchd/ 🚀 Explore the world of future innovation and creativity: https://giflondon.com/ Sponsors: Global Innovation Forum GIF - https://giflondon.com/ Appinio - https://www.appinio.com/en/ Want to lead, not follow? Sign up for actionable insights from industry leaders: www.theunmtchd.com Sign up to our newsletter and join The Unmtchd. Collective!