Innovate at every level for a 'brand experience'

Innovation goes beyond invention, as innovation is both novel and useful. It is instructive to think of three basic dimensions of innovation: product, service and process.

Product innovation: It is what you see. We understand product innovation most because we can see, touch and otherwise sense products - they are made principally of atoms and we are good at sensing atoms. When product innovations are novel, they can be protected by patents.

Service innovation: It is what you feel. Service innovation is mostly intangible. Service innovation is delivered in bytes or bits (zeroes and ones in software), brain cells and atoms. Service innovations can be protected, too. The main device is the trademark, or service mark, that registers the brand. But increasingly, business model patents and copyrights are used. 

Process innovation: It is what you should not see. Process innovation is also largely intangible - embodied first in brain cells, then bytes and atoms. When a process is well designed, it is invisible. Process innovation is customer centric, lean, quality driven, cost effective and fast. Process innovations are protected with trade secrets, copyrights and patents, as much of the novelty may reside in software or know-how. 

A convergence of product, service and process innovation can create a synergy that can result in a "brand experience". A brand experience is multi-sensory, as it is composed of atoms, bytes and brain cells.   

Whether you are a B2B (business to business) or B2C (business to consumer) organisation, your innovation strategy can deliver in two or more dimensions. This can result in an enduring market position with customers delighted by a full atoms, bytes and brain cells experience.

Paul Acito  is managing director 3M Thailand. His column is published every fourth Wednesday of the month.