Forward Thinking

The future's already out there...

Persuasive Innovation: The Six Strategies [Video]
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Can an innovation be persuasive – or is persuasion something you simply layer on with marketing communications? At Brand Genetics, we believe innovations should be intrinsically persuasive – and that the way to do this is to start with the 6 universal principles of persuasion and use these insights as persuasive innovation territories to explore.…

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10 Top Tips for Innovation
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Short and sweet, but no less true for it, here is a summary of the ‘Top 10 Tips for Innovation’ which  help guide everyone in our agency: 1. No problem, no opportunity: only an innovation that solves a real customer problem will succeed 2. Change happens at the edges: if you only talk to mainstream…

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Video Gallery of Super Bowl 2013 Ads: Where’s the Innovation?
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Here’s a video gallery of all ads screened during yesterday’s brand-fest otherwise known as the Super Bowl – at the Mercedes Benz superdome in New Orleans and featuring the Pepsi Halftime  Beyonce show – reunited with her Destiny’s Child kin. From an innovation perspective, there was little to get excited about – in the advertised…

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The Innovative Power of Cities
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One of the themes of this blog is the idea that ‘Everything is a remix’ or, to put it another way, all ideas have parents; products or offerings that combine to create something new. To continue this biological metaphor, it also means that the greater the diversity in the ‘gene pool’ the (exponentially) greater number…

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When less is more: Frugal Innovation
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‘Frugal Innovation’ is one of the 2013 mega-trends we identified but we felt it was worthy of a closer look. So what’s it all about? In essence, it’s finding creative ways to do more with less. Typically this has referred to innovation in situations or markets where resources are scarce – using the constraints placed on…

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The Perils of Priming and how Co-Creation can Help
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‘Yes, Prime Minister’ was recently described as an “essential training manual” for members of the government, but this example above could teach those of us in the insight hunting business a thing or two. Not least, how we need to be wary of unintentionally skewing consumer responses when looking to understand consumer behaviour. As Malcolm Gladwell…

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Selfridges ‘No Noise’ is No Way Forward
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In an interesting move Selfridges is launching a ‘No Noise‘ campaign, which they describe on the website: “As we become increasingly bombarded with information and stimulation, the world is becoming a noisier place. In an initiative that goes beyond retail, we invite you to celebrate the power of quiet, see the beauty in function and find…

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We’re living in the ‘Co-Creation Age’
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Some things become so intuitive that it becomes hard to comprehend there is (or was) another way: taking money out any time day or night, ringing a friend when you’re walking down the street, having your whole music collection in your pocket (younger readers may indeed be thinking – ‘You’re kidding – there was another…

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How can you become more innovative?
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Most of us would like to be more creative or find ways to develop more innovative solutions to the problems we face, after all it is always held up as a key differentiator for personal and business success. But whilst we know the outcomes we’d like to achieve, few of us have a real understanding…

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Predicting 2013: 9 Mega-Trends that will shape the next 12 months
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Innovation helps to create the future, but the context in which a new idea exists is key to its success. So we combined thinking from ‘Blink’ and the ‘Wisdom of Crowds’ and asked colleagues from a wide range of different industries and markets to give us their top of mind predictions for 2013. Based on…

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Predicting 2013: The 5 Most Influential ‘Events’ of the Next Year
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Context is crucial to the success of any innovation, so to whet your appetite for our 2013 mega-trends (which we will share on Monday), here are the predictions from our expert ‘crowd’ on what will be the key events that will shape political, economic & cultural agendas over the coming year: 1. Syrian Endgame –…

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Why Innovators must be Pigs
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There is an old riddle: In a bacon-and-egg sandwich, what’s the difference between the Chicken and the Pig? Answer: The Chicken is involved, but the Pig is committed! This leads us to one of the key, but often unspoken, ingredients of successful innovation: commitment. How committed you or your organisation are to solving a problem or delivering…

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It’s not big, but it is clever
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Watching BBC Sports Personality of the Year left us pondering the great sporting achievements of 2012; not least how Bradley Wiggins – a mod from Kilburn – managed to lift the Tour de France and then win Olympic gold just a week or so later. Can these successes teach us anything we can apply to…

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Over 60’s Women: The Innovation Opportunity [Insight Video]
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They are female, wealthy and active. And they are an expanding demographic with disposable income to burn. Already making up over 10% of the population, the cohort of Boomer women over 60 is set to grow by 50% in the next couple of decades. And yet the consumer packaged goods industry continues largely to ignore this rich…

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Less Creativity, More “Recreativity” Please…
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You know what creativity is – producing something different that has impact – but what about recreativity? Today’s post from WordSpy gives you the lowdown on recreativity: recreativity n. Repurposing or remixing existing artistic works to create, in whole or in part, a new work. Of course, as an innovation agency and proponent of the everything-is-a-remix school…

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Natural Inspiration for Innovation: Richard Hammond’s Miracles of Nature
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At Brand Genetics, we believe in the awesome creative power of evolution; nature has spent 3.5 billion years producing ingenious answers to many of the innovation problems that our clients face today. And now Richard Hammond is presenting a BBC show on just this subject; Miracles of Nature is a popular science series about how nature is teeming with…

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