Forward Thinking

The future's already out there...

Cool Innovation in FMCG #3: Diet Coke Marc Jacobs Limited Edition (video)
1080 412 Paul Marsden

Whatever you think of the industry trend of recruiting celebrity designers and artists to become creative directors for your brand (Alicia Keys (Blackberry), Justin Timberlake (Budweiser), Lady Gaga (Polaroid), Will.i.am (Intel)), the trend is as hot as the Harlem Shake right now. So the latest innovation from Coca-Cola is right on trend; it’s a series of…

read more
Encouraging Serendipity: the Chance Route to Innovation
425 282 Paul Marsden

Serendipity noun: the occurrence & development of events by chance in a happy or beneficial way (Oxford Dictionary Definition) In his excellent book, Where Good Ideas Come From, one of the seven patterns of innovation Steven Johnson identifies is that of Serendipity – the simple fact that many good ideas come about by happy chance.  Whilst…

read more
Cool Innovation in FMCG #2: ABSOLUT Unique (Video)
1080 412 Paul Marsden

The essence of innovation is simple; it’s all about creating new customer value in order to capture customer value; producing something new of value in order to generate revenue. And no where is innovation more important than in the hyper-competitive world of branded FMCG. So here’s a great example of how Pernod Ricard has innovated by created new…

read more
Cool Innovation in FMCG #1: Evian Smart Drop
1080 412 Paul Marsden

There’s more to innovation in FMCG than re-labelling, repackaging and variations on the ingredient/flavour theme.  Here’s the first in our series showcasing cool FMCG innovations; today the Evian Smart Drop. The Evian Smart Drop is not a new bottle of water but an Internet connected fridge magnet.  When you’re running out of your fav. Alpine…

read more
The Changing Nature of Ageing
150 150 Paul Marsden

The most watched Superbowl advert this year was Taco Bell’s ‘Viva Young’ (see the video above) featuring a group of old folks sneaking out of a retirement home for a wild night on the town. Funny – yes; surprising – yes; a sign that times are changing – definitely… In our earlier post (The Age of…

read more
The Age of the Ageing Consumer
506 337 Paul Marsden

There’s one more thing the average marketeer can now be sure of – in addition to death and taxes, the population ageing is here to stay. We are witnessing a demographic shift without parallel in human history—and the twenty-first century will witness even more rapid ageing still; as a UN report states, “In absolute terms,…

read more
Persuasive Innovation: The Six Strategies [Video]
150 150 Paul Marsden

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.…

read more
10 Top Tips for Innovation
1080 516 Paul Marsden

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…

read more
Video Gallery of Super Bowl 2013 Ads: Where’s the Innovation?
1080 412 Paul Marsden

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…

read more
The Innovative Power of Cities
1080 608 Paul Marsden

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…

read more
When less is more: Frugal Innovation
1080 744 Paul Marsden

‘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…

read more
The Perils of Priming and how Co-Creation can Help
150 150 Paul Marsden

‘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…

read more
Selfridges ‘No Noise’ is No Way Forward
940 606 Paul Marsden

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…

read more
We’re living in the ‘Co-Creation Age’
600 400 Paul Marsden

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…

read more
How can you become more innovative?
1080 625 Paul Marsden

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…

read more
Predicting 2013: 9 Mega-Trends that will shape the next 12 months
774 467 Paul Marsden

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…

read more