Robert Davis from PJA Advertising + Marketing: Innovative Businesses Need to Change their Marketing Agendas

Robert Davis, EVP and Director of PJA Advertising + Marketing, wrote a post on ANA´s website on how to create effective advertisement in businesses driven by product innovation. To achieve this, he explained, these companies need a change in their marketing agendas. In order to do this, Davis recommends advertisers to focus on the “brand´s change agenda” by doing the following: establish the role change can play in making innovation successful. This is achieved when you understand that innovation alone won´t be enough to be successful; define changes that can accelerate adoption of your innovation by asking yourself if buyers need to learn new ways to buy or if the category needs a new conversation; create a role for your brand in making those changes come true, for example, your brand´s unique DNA can drive a approach to make change come true; equip your brand to deliver the change; and budget for change, this is, look at your resources differently. “It can feel ambitious — or even crazy — to change the conversation from “growing awareness” to “changing culture” he said “With examples in hand to get the conversation started, you can begin talking about your brand’s unique change agenda — and take better advantage of the tools that can help you make your vision of change become real” he concluded.