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Innovation is a Remix

If you haven’t checked out the TED talk Everything is a Remix above, then do yourself a favour and watch the 9 minute show; it’ll change the way you think about brand innovation.

Bottom line – successful innovation is about imitation not imagination.   The secret to successful innovation is creative imitation; copy, mutate and remix.  It works for Ford, for Apple and has worked for decades for artists, including Bob Dylan – 2/3 of his output was a remix of existing work.

The point for brand innovation is that your next successful innovation is unlikely to be born in the heads of your innovation team or agency partners, no matter how creative and imaginative they are – it will come from the market.  The skill is spotting successful innovations in different segments, markets and categories, and then to remixing them to fit your target market. At Brand Genetics, that’s what we do.

Which is why, at Brand Genetics, we think of ourselves as mixologists – remixing the successful genes of mark hits to to create a next-generation hit for our clients.  We don’t do imagination, we do creative imitation – copy, mutate, remix.

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