Brand Genetics

Forward Thinking / Future Edge

Speed Summary: Wired to Care

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Wired to Care: How Companies Prosper When They Create Widespread Empathy Author: Dev Patnaik Publisher: Pearson Publication: 2009/2014 Human empathy will make you a better innovator. Step into the shoes of your consumer and innovate from their perspective is the not so secret innovation secret of companies such as Nike, Pixar, Netflix and IBM. That’s the…

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The Future of Art and Design

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Talent is about new thinking, not just old wisdom.  So how refreshing it was to see the inspiring work from Bath Spa’s School of Art Graphic Communication graduates at their recent degree show in Shoreditch. Annie Jones presents a campaign for International Women’s Day 2018, which celebrates women (and men) who have overcome gender bias…

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Life As A BG Intern: Ben Preston

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“Holy f*** Ben, you’ve really done it this time,” was the main thought crossing my mind in my interview as I was introduced to Amanda (our resident neuroscientist). How was I ever meant to compete with that? Yet here I am, 6 months down the line, and not only did I get the job, but…

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Brand Genetics Is Looking For An Insight and Innovation Intern

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Here at BG we are looking for someone to work as part of our team for 3 months. Every day at Brand Genetics is different so there will be opportunities for the successful candidate to get involved across a wide range of activities – supporting live projects, helping new business initiatives and creating fresh content…

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Speed Summary: Where Good Ideas Come From – The Natural History of Innovation

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Where Good Ideas Come From –  The Natural History of Innovation Author: Steven Johnson Publisher: Allan Lane Publication: 2010 Where do good innovation ideas come from? The short answer; coffee houses. Longer answer, from the seven places listed below. From a review of 189 great ideas from pencils to parachutes, best-selling business and popular science author Steven…

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OK, so we all know about the craft beer movement.  But what about craft liqueurs?  This is an area where small is beautiful, and local is definitely best. If you are lucky enough to be anywhere near the heavenly and tranquil mountains of Fornalutx in Mallorca, then make a bee-line for Café Med.  There, Brit…

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The Three Things that Make a Great Insight

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What makes a great insight? Well, there a radio show for that.  Tune into Freakonomics Radio (the radio channel for behavioural economists – yes it exists) and you’ll find the three criteria for a great insight. Tell Me Something I Don’t Know is an insight quiz show hosted by Freaknomics author Steve Dubner in which researchers share…

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Paradigm-breaking Innovation

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Many brands are successful by doing just one thing, and doing it well.  Think of Sensodyne for sensitive teeth, KFC for fried chicken, or Marmite – whether you love it or hate it.  But single-mindedness can also limit brand growth.  Are Quavers snacks always confined to be cheese flavoured?  And can Guinness be anything other…

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As is traditional, Brand Genetics once again spent the day at Imbibe, the must-see trade show for anyone in the world of alcoholic drinks. After spending time with brands both big and small, all hoping to revolutionise the world of drinks, we have distilled five key trends which are set to define the future of…

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Three Simple Empathy Techniques for Qualitative Research

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Empathy is experiential insight and it’s having a moment. Business leaders, political leaders and entrepreneurs all say we need more empathy – the ability to step into someone else shoes to feel and experience the world from their perspective. We call it shoe-shifting.  But how can qualitative researchers harness empathy to generate insight?  Here are three simple empathy…

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