THE BRAND NAME GAME

One of the definitions of a brand is a name with a promise. Most consumer research focuses on defining and refining the promise – finding ways to manage the positioning and execution of products and services so they are bought by the widest possible audience. But often the name is part of the brief, so if you are trying to rise to the challenge right now, here is a Tangible Q&A on creating and researching brand names. First things first: is consumer research a good way to find a great brand name? No. Unless you are very lucky it is […]

HOW TO INNOVATE IN 2018 – Part 2

Efforts to innovate work when they combine the creativity multiplier of imagination and connections with skill and endeavour. Or in other words, innovation succeeds when great ideas are well executed. Whereas idea making is all about the art of the fantastically possible, execution is about confronting and overcoming risk.  Adventurers know all about achieving goals by balancing their ambition with creative pragmatism – as demonstrated by the polar explorer Ben Saunders who has just reached the South Pole and holds the world record for the longest polar journey on foot. Saunders pushes himself further so that he can go further […]

HOW TO INNOVATE IN 2018

If you resolve to do anything this year, do more. If you resolve to do more, do it well. DO MORE We are conditioned to celebrate singular or specialist expertise. We feel good if we master something and at this time of year there is often a focus on acquiring a new trick, ticking off a new destination or even doing less of one thing so we can concentrate on doing the right thing. If we want to grow, to achieve more and create something new there is a simple lesson based on the greatest innovator of all – Leonardo […]