ideas(R)evolution by americo mateus

IDEAS(R)EVOLUTION A CREATIVE WAY OF THINKING

PROJECT OVERVIEW Américo Mateus - 13 . 11 . 2010

IDEAS(R)EVOLUTION

YEARS 2005 - 2010

Master, Doctoral Studies, Research Project, International Network

IDEAS(R)EVOLUTION

RESEARCHERS NATIONAL INTERNATIONALS Américo Mateus, Carlos Alves Rosa, Luiz Salomão, Ana Margarida, André Janicas

IDEAS(R)EVOLUTION

INTEGRATED KNOWLEDGE AREAS Design & Creativity, Marketing & Branding, Economy, Innovation, Social Psicology

IDEAS(R)EVOLUTION

EXPERTS José Rousseau - DISTRIBUITION Ricardo Alves - ECONOMY Susana Peralta - SOCIAL DEVELOPMENT Jorge da Glória - SOCIAL PSICOLOGY Paulo Bago’uva - DESIGN THINKING

IDEAS(R)EVOLUTION

UNIVERSITIES NETWORKING Aalto Finland, Curtain Australia, Santa Catarina Brazil, St Martins England, CBS Denmark

IDEAS(R)EVOLUTION

TEAM AALTO LAB

TEAM ST MARTINS

INTERNATIONAL SCIENTIFIC PUBLICATIONS Conferences on Marketing, Design, Management, Magazines, Book chapter

IDEAS(R)EVOLUTION

CUMULUS CONFERENCE

ALVITO VIANA DO ALENTEJO CALDAS DA RAINHA AIRO - OESTE ACTIVO CULTURA AVIEIRA Projects running

IDEAS(R)EVOLUTION

PROJECT ALVITO

WHAT?

IDEAS(R)EVOLUTION

VALIDATE METHODOLOGY

BRINGS CREATIVITY TO THE “REAL”

IDEAS(R)EVOLUTION

IS A INTEGRATED LIFE ACTIVATION PROGRAM TO TERRITORIES IDEAS(R)EVOLUTION

WORKS WITH PEOPLE ON THE STRATEGY IDEATION OF TERRITORIES IDEAS(R)EVOLUTION

FOCUS AND SYSTEMIZE OPPORTUNITIES INTO A STRATEGIC VISION IDEAS(R)EVOLUTION

ACTING ON JOBS STIMULATION, CULTURE AND COMMUNITY IDEAS(R)EVOLUTION

FINDS “AUTHENTICITY” FROM INSIDE TI OUTSIDE VIEW IDEAS(R)EVOLUTION

ENHANCE COMPETITION, POSITIONING AND COMPETENCES IDEAS(R)EVOLUTION

IDEAS(R)EVOLUTION METHODOLOGY

BUILDING BLOCKS

PROCESS

MINDS FACTO(R)Y

FACTO(R)Y

RESEARCH

KNOWLEDGE ACTIONS

IDEAS CYCLE

MODEL

TOOLS

ACTION FACTO(R)Y TECHNIQUES

WORKSHOPS

CREATIVE FACTO(R)Y

IDEAS FLOW

C ON S T R U C T IV E

SYSTEMATIC

M E T R IC

(R)ight & Left - Branding

(R)evolution Equalizer

Co-creation of value

Management

Playfulness

Observation

Creative Minds

Why Not?

Creative (R)construction

(R) Storming

Research

Creative Training

Brainstorming

Brands TREE

Innovation

Individual Motivation

Consumer (R)evolution

Ethnographic Observation

Design

New Information

Participation

Creative Storm

Visual Cards

Clustering

(R)oots Mapping

Brands - Architecture

Analisys

Creative Strategy

Mind Mapping

New Concepts

Mood (R)evolution

Brands - Energy Network

Creative Planning

Mood Boards

Keywords

Visual (R)evolution

Innovation Mapping

Lateral Thinking

New Ideas

Collaborative Selection

Insights

Experimentation

New Strategy

Flowchart

Brand Plan

Participation in action

Creativity

In House Diagnostic

Consumer Behviora

Psycology

Marketing Technology Branding

Team Dynamics Creative Techniques

Ideation

Spatial Strutures

Experimentation

Development Strategy

(R)evolution Brand Tunning

IN&OUT Vision

Implementation

(R)EVOLUTION - OUTCOMES IMPROVING INTERNAL SKILLS

DESIGN VALUE

BRAND DNA

CREATIVE COMPANY

INTEGRATED INNOVATION

Creative Culture

Business innovation

Human centered

Emotional Value

Creative(R)oom

Process innovation

Internal generated

External Awareness

Product innovation

Creativepower

Communication Power

Service innovation

Market Tunned

Market Engadment

Brand innovation

Remarkable

ENABLING MARKET COMPETITIVENESS Source: Mateus & Gomez 2009

EMPOWERING EXTERNAL AWARESS

DIAGNOSTIC MOMENTS with People, with local Entities, Regional, Business Entrepreneurs

IDEAS(R)EVOLUTION

MAIN MACRO PROCESSES IDEATION, SYSTEMATIZATION, IMPLEMENTING

IDEAS(R)EVOLUTION

CO-CREATION From People to People

IDEAS(R)EVOLUTION

ACTION FACTO(R)Y ACTION INTO INNOVATION

OP SH K OR W

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E QU I N

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CA RD S

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IND & SO U DY, M LE XE R

VERSATILITY SKILLS

S VE TI EA

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IDEAS(R)EVOLUTION

Systhematization PLAN

G IN K

COGNITIVE SKILLS

TIVE S TO RM CREA

G, V ISUAL IZ ATION

MOTIVATIONAL SKILLS

AR BO D O

A N N

IND

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AI N IN

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CRE ATIVE M

E TR

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1 Preparation

CREAT IV

DIVERGE

Ideation

CO-PARTICIPATION Community Involvement

IDEAS(R)EVOLUTION

CELLULA(R) SYSTEM ACTIVE BRAND MANAGEMENT

PRODUCT ADAPTABILITY VECTOR GROWTH

REGENERATION CELL

DINAMIC CELL

ATRACTION EDUCATION VECTOR

COMPETENCES

FUEL - CELL

VISABILITY ATRACTIVENESS

PROMOTION VECTOR

ACTION CELL

NETWORK CELL

IDEAS(R)EVOLUTION

CONNECTION ENGAGEMENT

DISTRIBUTION VECTOR

CO-PRODUTION Integration e complementarity

IDEAS(R)EVOLUTION

OPPO(R)TUNITY PACK LAND OFFERS PACK SECTORIAL ASSETS

INSTITUTIONAL PARTNERSHIPS

EDUCATION / TRAINING MONITORIZATION

GUARANTEES CONTRACTS

IDEAS(R)EVOLUTION

PRINCIPLES

IDEAS(R)EVOLUTION

INVOLVEMENT MOTIVATION ACTION Participated community development

IDEAS(R)EVOLUTION

SOCIETY CONTRACTS

Co-responsability on local development

IDEAS(R)EVOLUTION

ORIGIN QUALIFICATION brand, products, services, culture

IDEAS(R)EVOLUTION

BUSINESS PARTNERSHIPS sharing opportunities

IDEAS(R)EVOLUTION

LOCAL NETWORKS GLOBAL NETWORKS from Loca to Global

IDEAS(R)EVOLUTION

HOW?

IDEAS(R)EVOLUTION

MODELS PROCESSES TOOLS

developed in IDEAS(R)EVOLUTION LAB

IDEAS(R)EVOLUTION

IDEAS(R)EVOLUTION BRANDTREE

CORPORATE

SOUL (IN)

Goals

FACE (OUT)

Concept

TOUCH POINTS Promise Territory

#HĆ¤DQDMSH@SHNM

Mission

DNA

Personality

Branches

Relations

Story Experience

Brand Architecture

Positioning

Values Vision

BUILDERS

Sweet spot

Purpose

Visual Identity

Creative Idea Namming

Trunk

Roots Attitudes

Local

Opportunity

Localization

Tradition Nature Symbols

Lifestyles Motivations

Inspiration

Trends Project

Charateristics

CONSUMERS

MARKET

Place Endorsement

GEOGRAPHY

Senses

CULTURE

LIVING FORCES Stakeholders Groups

IDEAS(R)EVOLUTION

AIRO - WORKSHOP

DNA “UNIQUENESS” Project starting point

IDEAS(R)EVOLUTION

CALDAS DA RAINHA

PERSONALITY CHARACTERISTICS HERITAGE ACTIVES Territorial brand Essence

IDEAS(R)EVOLUTION

CONSENSUS DELPHI

methodology to “listen” population

IDEAS(R)EVOLUTION

DELPHI ALVITO

DERIVABLES

IDEAS(R)EVOLUTION

OPERATIONAL VISION Where we are, where we want to be

IDEAS(R)EVOLUTION

VISﾃグ OPERACIONAL

TERRA

NOM IA

NATUREZA

ECO

T UL

A PESSO

VIANA DO ALENTEJO

TERRITORIAL BRAND BUILDING Brand System - “Living Organism”

IDEAS(R)EVOLUTION

LEFT & (R)IGHT BRANDING

FUNCTIONAL

ESSENCE

Cognition / Analisys/ Research

Building Blocks

BRAND Management

Brand Strategy

DNA

Tools

Brand Analisys

Vision

Marketing Market research Consumer Behavior Branding

Gap Family

Brand Context

Social, Political etc. Trends

Brand Audience

Consumers Attitudes, Motivations

Brand Building Plan Stages Evolution

Brand Advertising

Mission Goals Concept Personality Values

#HĆ¤DQDMSH@SHNM Relations Purpose

Communication Media plan Supports

Promise

Brand System

Positioning

Architecture Networking Portfolio

Territory

IDEAS(R)EVOLUTION

EMOTIONAL Perceptions / Creation / Semiotics

Creative Idea Brand Naming Tagline Signature

Brand Narrative Story Message

Brand Style Spirit Imagery

Brand Identity Visual Verbal

Brand Tone Voice Tone

Brand Experience Touch Points Interface

Brand Book Ideology Manual

BRAND Design Tools

Contents Analisys Metaphors Symbols Creativity

BRAND MONITOR monitorization, evaluation e satisfaction

IDEAS(R)EVOLUTION

BRAND MONITOR

RELATIONSHIP

a) NETWORKS OF PRACTICE

- network of ambassadors - social networks - fan club

ATTRACTION

a) attractiveness - identi cation - reputation - con dence

b) MONITORING OF TRENDS

benchmark & competition

b) satisfaction & loyalty

c) BOX OF VOC

(Voice Of Customer) suggestions and complaints

d) QUALITY AND PERFORMANCE MONITOR

real time metrics, 24 / 7 (monitoring and controling continuous improvement)

DISSEMINATORS RECRUITS GUERRILLAS ACTORS AMBASSADORS

ADAPTATION

- perception - attitude - reputation - association

QUALIFICATION

- needs identi cation (training) - skills training - development of trainees - programs and activities training

BLUEPRINT

parametrization, management, functions

IDEAS(R)EVOLUTION

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RESUME

IDEAS(R)EVOLUTION

Implementing Monotorização

Managing

Mercado

Systhematization

Operação

Implementação

In&out

Left&Right

Ideation

Oportunidades

Estudos

Parametrização

Brand Three

Recolher

MindMapping Flowchart

Interagir

Observation Brainstorming

Emergir

Team Dynamics

Lateral Thinking

Sensorial gym

Play

IDEAS (R)EVOLUTION OVERVIEW

Preparation

ADVANTAGES

IDEAS(R)EVOLUTION

01. Dinamize the local business economy 02. Fixes youth to the territories 03. Atracts new inhabitants to the territory 04. Creates new business opportunities 05. Potentiate new investments 06. Innovate land traditions and Knowledges

IDEAS(R)EVOLUTION

07. Promote the origin qualification 08. Transfers the advance business organizational know how the territories scale and scope 09. Systematizes business best practices benchmarking - to the brand management and marketing of territories 10. Develops an integrated growing and sustainable strategy for territories

IDEAS(R)EVOLUTION

11. Implements a marketing and branding management model involving business, society and public entities. 12. Defines a Comunication plan for brand dissimination ajusted to the DNA and strategy goals

IDEAS(R)EVOLUTION

THANKS IDEAS.REVOLUTION.IADE@GMAIL.COM AMERICO.MATEUS@IADE.PT

IDEAS(R)EVOLUTION