• Forbes CMO Network, Monday, January 25, 2010 10:39 AM

Apple may be renowned for its innovative products, but innovation needs to go beyond the product itself, according to a group of executives who recently sat around a table with Les Berglass, the founder of executive search firm Berglass + Associates.

"Today great marketing innovation is actually what drives product sales," says Richard Dickson, a svp at Mattel and gm of its Barbie line. He points to the brand's own strategic marketing partnerships, as well as to a 35,000-square-foot Barbie flagship store in Shanghai that includes a spa where mothers and daughters can enjoy chocolate soufflé facials. "We are using this format to market beyond our core audience of 3- to 8-year old girls and appeal to the entire female audience," he says.

Melisse Shaban, CEO of Chrysalis, an incubator company for emerging brands, and Bill Brand, evp of programming, marketing and business development at HSN, also offer insights.

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