Keynote: Om Marwah (Walmart)
· A brand relationship is based on shared values. The process of understanding your consumer starts with empathy. 89% of Millennials report that they are willing to switch to a brand with a cause.
· Product benefits are more powerful than product attributes. These benefit-based identifications are more meaningful for customers.
· People don’t immediately know their own preferences. Help them understand their preferences throughout the process as you also help them move slowly towards the decision. Progress is highly engaging for people.
· Systematize creativity in organizations. Predictors of success include: idea volume; interaction (creativity happens when ideas and people mix and mingle with each other); diversity and differences help build and spark new things; expertise allows more divergent ideas to come out; imposing problems across businesses leads to increases in idea volume, new frameworks, new ideas; creative agility (continually test and learn to validate your ideas); formal innovation process can capture and scale ideas faster; slack time.