The world should be better. There are huge opportunities to make new things. To rethink energy, transport, healthcare, government. We think there’s not enough around that’s new. And business growth, particularly in hard times, means doing new things. The best way out of a recession is to stimulate new demands. Apple increased its r&d spend during the dot-com crash… and made the ipod.
INNOVATION IS UNPREDICTABLE, OFTEN WASTEFUL, FULL OF DEAD ENDS. BUT THERE’S A GOOD WAY TO INSPIRE IT, FOCUS IT, AND MAKE IT DO-ABLE. START WITH YOUR BRAND. START WITH WHAT YOU STAND FOR, AND WHAT YOU’RE SPECIALLY GOOD AT. THIS IS BRAND-LED INNOVATION. IT’S HOW THE GREATEST INNOVATORS – GOOGLE, PRADA, SAFARICOM, TATA – INSTINCTIVELY DO IT. AND IN A WORLD WHERE SCEPTICAL CONSUMERS BELIEVE REALITY NOT IMAGE, CREATING NEW REALITY IS THE ONLY WAY TO KEEP YOUR BRAND ALIVE. BRAND INSPIRES NEW, AND NEW DEEPENS BRAND.
Simply New...
The hunger for NEW is healthy yet it symbolises our world in it's current state of supersceded invention. This means as audiences and users we are becoming change hungry; if a brand doesn't feed this hunger we move on. Moving brands that continue to evolve and deliver change are suited to the NEW... the need for strong brand values and personality has never been so important in order to allow for this constant reinvention...
August 13, 2008 | Posted by John Lowdon | http://www.gendall.co.uk
New speaks
The word 'new' in English has an interesting etymology. The rise of the word generally seems to coincide with the discovery of the 'new continent' and a new historical (self-)consciousness in a world of revolutions, industrialisation, modernisation and endless ‘isms.
Of course 'new' has its root in very ancient words. A consciousness (and veneration) of the 'emerging' is profoundly human. And it is, like language, not an individual affair. We use language to express ideas and emotions, but language is there long before us and - arguably - rather uses us that us using it.
The nucleus of something 'new', like newborn life, is always already there. And it takes at least two to make it happen. 'New' is a deeply democratic thing. Brands need to be aware that in the vicinity of 'innovation' they are some form of catalyst, fuelled by an energy they can't quite control themselves.
August 12, 2008 | Posted by Joseph Kohlmaier | http://www.polimekanos.com
Designers as well as politicians and governors
As designers we must teach our clients on the current social tools, tangible and intangible, usability, interaction, navigability and the new persuasion techniques. We believe we need a solid interdisciplinary way of working, with concept, dialogue and vision, since by exchanging with the client we set the key of the development of new ideas.
With the improvement of design, edition and morphing tools and the professional design programming we must take our ideas to the limit, thus challenging the status quo and fostering a useful design. There is no reason for bad design from the technical and instrumental point of view, unless the idea is bad. Therefore, the world needs a new activism in development and the power of ideas by studying famous professionals who has come before us, paying attention to the current diverse needs and applying experience in the near future.
Talking about the near future is not an utopia. There is a vast field of application that every designer with their competences, skills and mentioned tools must consider: environmental, public, literacy policies, vial security campaigns, family violence among the topics that are awaiting urgent treatment where innovative ideas are necessary and welcomed.
For that, design professionals mustn’t be alone. A new mental model in politicians and governors that activate sustainable ideas and fluid actions is imperious. The new scenario should ignore cultural conflicts red-tape, old-fashioned public policies, recession and wild economics. Governors and politicians with vision and passion must take sides courageously.
August 12, 2008 | Posted by Lucas López | http://www.pumpd.com.ar/english/index.php
New
If New is something which has not been seen before then the New we are being bombarded with isn't very New at all. Have we not seen in the past the things we are set to see in the future?
Sustainability, Green, Climate change. Some words Marketers hate, yet words they will have to work around.
History repeats itself. The future belongs to those who prepare for it today.(Malcolm X)
August 8, 2008 | Posted by Omar Saeed
New brand way...
In a world of extreme moral standards our interaction and relationship with brands and products have become more valued and personal than ever. Off the shelf, one size fits all 'branding' programs are a thing of the past yet many branding agencies still employ a consistent model for each client regardless of sector and audience. It's simple to apply a familiar brand model to all new/re-brands but, although it's incredibly inspiring to read about Brand Next and New, we'd love to know what's behind the thinking of some of the latest WO brands that have needed a new brand way. Having worked with a number of WO staff in the past I'm sure this would be like giving away a secret ingredient but if you don't ask...
August 6, 2008 | Posted by John lowdon | http://www.gendall.co.uk
subtle
Softness, muteness, subtleness, invisibility, silence, tenderness. Try to produce this: a silent factory, slow media language, subtle non aggressive politics, tender cultural celebrations. Change products for pure sensations: food for wellness and flavor, clothing for human contact, visuals for knowledge, sound for intuition seduction; try to transform every transaction into one based on compassion. Try to involve everybody, across the world, in each and every single product you can come out with, make it meaningful in any situation, create a treasure out of any crap.
Try to make consumption a path to self awareness and realization; take desire as a tool and outgrow spiritual values from it: define spirituality as the product of this civilization; it will be the most revolutionary action you can imagine.
August 2, 2008 | Posted by Cuauhtemoc rodríguez | http://crswork.com
The New world order
The new world means the survival of ethical and sustainable business and renewable power and fuel. The days of dirty fuel and dirty business have to come to an end for us to move forward
We need to think everyday how we can change our consumer habits and choices. Look at packaging - what it is made of, where it is made.
How far the product has had to travel to get to the store or to our home and what was the process it went through to be produced.
Lets support clean business and not the big dirty oil and fast food companies that are destroying our planet and our communities.
Sustainable business is our future.
July 30, 2008 | Posted by polly Zangger
New World
New thinking and discussion should start outside the corporate world.
New Brand experiences that change the way people think about sustainability and the world we live on.
Only then can we achieve significant world changes.
For the better.
July 22, 2008 | Posted by David Sérgio da Silva Duarte Mendes | http://www.shiftthinkers.com
New thinking.
Let's talk about stimulating the World economy by investing in renewable power and the World's poor. It's time to create a Social / Environmental / Economic boom that everyone can benefit from.
Keep pushing us in the right direction WO.
July 15, 2008 | Posted by Shawn Parkinson | http://shawnparkinson.com