Welcome to a new season of Curious Talks! We’re Sarah and Tash, bringing you the Fast Five on the 19th November agency talk with Alex Dunsdon from The Bakery.
What’s the Fast Five? It’s the five top-line takeaways about what we heard at Thursday’s talk.
This week’s Fast Five is timely; it’s not just a chance for us to talk about The Bakery, but also about (mis)conceptions about working with start ups in general. Starting with…
1. You don’t need to go out and find start ups in order to work with start ups. When brands and agencies think of the tech start up world, it can feel like a sea of ill-defined options – mysterious, mad scientist types working away somewhere industrial in East London, or else the latest start ups to hit the press (who are already too expensive to work with). Happily, companies like The Bakery, which matches brands with innovators, are here to help. In fact, turning to specialists whose focus is on cultivating a network of start ups might uncover options you’d never have imagined might exist.
2.Your brand’s innovation doesn’t have to start within their R&D department. The Bakery’s method involves identifying brand problems and then matching them with products and solutions that are ready to go to market. People might have already solved the issue your brand is trying to tackle – or might have solved a problem your brand didn’t even know it could solve.
3.You don’t necessarily need loads of time to release genuine product innovations. By pairing finished products with the problems a brand is already trying to solve, The Bakery is able to keep to a speedy timeline. We’re talking something going to market within the quarter. Pretty impressive.
4.You don’t need to have creative control from start to finish in order to make an innovation feel like it’s genuinely from your brand. Alex mentioned that one of the biggest struggles that creative agencies seem to have with the Bakery’s process is the lack of control that agencies must face. But by letting the entrepreneurs tend to the product development bits, creative agencies can take on a role that they’re born to fill, one that involves crafting the creative positioning and branding of the innovation itself.
5.Consumers don’t need to directly interact with the innovation in order for said innovation to benefit your brand. It’s lovely when the product that comes out of The Bakery is something that customers can experience or buy. But even if the innovation happening is purely internal, it’s still a bonus for your client. And even potentially PR-able and campaign-worthy, depending on how you spin in. After all, that’s where we come in.
Curious about what else you might’ve missed? Reach out to someone involved in Curious and be sure to watch out for the next Fast Five of this season following our Curious Session on 26th November.
The post Fast Five: The Bakery appeared first on VCCP.