IDEAS(R)EVOLUTION A CREATIVE WAY OF THINKING
Creativity for Innovation Américo Mateus - 12 . 12 . 2010
IDEAS(R)EVOLUTION
5
YEARS 2005 - 2010
Master, Doctoral Studies, Research Project, International Network
IDEAS(R)EVOLUTION
5
RESEARCHERS NATIONAL INTERNATIONALS Américo Mateus, Carlos Alves Rosa, Luiz Salomão, Ana Margarida, André Janicas
IDEAS(R)EVOLUTION
5
INTEGRATED KNOWLEDGE AREAS Design & Creativity, Marketing & Branding, Economy, Innovation, Social Psicology
IDEAS(R)EVOLUTION
5
EXPERTS José Rousseau - DISTRIBUITION Ricardo Alves - ECONOMY Susana Peralta - SOCIAL DEVELOPMENT Jorge da Glória - SOCIAL PSICOLOGY Paulo Bago’uva - DESIGN THINKING
IDEAS(R)EVOLUTION
5
UNIVERSITIES NETWORKING Aalto Finland, Curtain Australia, Santa Catarina Brazil, St Martins England, CBS Denmark
IDEAS(R)EVOLUTION
TEAM AALTO LAB
TEAM ST MARTINS
5
INTERNATIONAL SCIENTIFIC PUBLICATIONS Conferences on Marketing, Design, Management, Magazines, Book chapter
IDEAS(R)EVOLUTION
CUMULUS CONFERENCE
5
ALVITO VIANA DO ALENTEJO CALDAS DA RAINHA AIRO - OESTE ACTIVO CULTURA AVIEIRA Projects running
IDEAS(R)EVOLUTION
PROJECT ALVITO
CLARIFYING CREATIVITY AND INNOVATION...
IDEAS(R)EVOLUTION
REGARDING BUSINESS WORLD!
IDEAS(R)EVOLUTION
3
MAIN CONCEPTS CREATIVITY - IDEAS - INNOVATION
IDEAS(R)EVOLUTION
CREATIVITY
IDEAS
IDEAS(R)EVOLUTION
INNOVATION
CREATIVE CULTURE DRIVEN ORGANIZATION a creative way of thinking...
IDEAS
CREATIVITY
INNOVATION
IDEAS(R)EVOLUTION
EXPERTISE CREATIVE THINKING SKILLS - EXERCISE MOTIVATION
CREATIVITY
IDEAS
INNOVATION
ACT - COGNITIVE THINKING SKILLS EXPERIMENT IMPLEMENT
IDEAS(R)EVOLUTION
DIVERGE CONVERGE SELECT - CRITICAL THINKING SKILLS
INTELLECT ACESS COMPETENCES
BRAINSTORM MIND MAPING FLOW CHARTS
PLAY SENSORIAL PERCEPTION
MIND GYM
KNOW-HOW
TECHNICAL
PROCEDURES TECHNOLOGY METHODS
EXPERTISE TRAINING
EXERCISE
CREATIVITY ENVIRONMENT CULTURE RULES
OUTTER MOTIVATION
SELF BLOCKS EDUCATION
INNER
INNOVATION
IDEAS(R)EVOLUTION
IDEAS
OPEN INCLUSIVE OPENMINDED
CO CREATION
TRANSVERSAL MULTIDISCIPLINARY INFORMAL
COLLABO RATION SPARKLE CONFRONT
SMALL TEAMS POSITIVENESS DETAILING
INCUBATION EVALUATE
POTENTIAL CLEAN REMIX
IDEAS
CREATIVITY
FILTERS
CONSUMERS SHOES EARLY ADAPTORS CRAZY
SELECTION
INNOVATION
IDEAS(R)EVOLUTION
CONNECTION
COMPOSE USE THE BEST FROM PART TO ALL
IDEAS
CREATIVITY
CAPACITIES SKILLS OUTSOURCE
INNOVATION
SECTORS INTEGRATE
IMPLEMENT
AREAS PERSONS STRATEGIES
INTERNAL
MARKET
IDEA PRODUCT SERVICE
EXPERIMENT ACTIONS
USABILITY INCLUSIVE REFLECTION
USAGE
ACCEPTANCE
ATTRACTIVENESS REACTION BEHAVIOR
IDEAS(R)EVOLUTION
BRAND MARKETING COMMUNICATION
3
MAIN STAGES PREPARATION - IDEATION - SYSTEMATIZATION
IDEAS(R)EVOLUTION
ACTION FACTO(R)Y
IDEAS(R)EVOLUTION THE MODEL
ACTION INTO INNOVATION
O W
P HO S RK
CH E T
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CREAT IV
E QU NI
AI R B
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IN G
VISUA L
OW FL
CA RD S
G
ES
CI S
IND & SO U DY, M LE XE R
MOTIVATIONAL SKILLS
G, V ISUALIZ ATION
SKILLS VERSATILITY SKILLS
AR BO D O
S VE TI EA
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T TRA
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AT I V EP
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Systhematization
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1 Preparation
N
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2 Ideation
WHAT?
IDEAS(R)EVOLUTION
VALIDATE METHODOLOGY
BRINGS CREATIVITY TO THE “REAL BUSINESS CONTEXT” IDEAS(R)EVOLUTION
IS A INTEGRATED “LIFE ENERGY” ACTIVATION PROGRAM TO IDEAS(R)EVOLUTION
WORKS WITH PEOPLE ON THE ORGANIZATIONS STRATEGY IDEATION “Brand Marketing Strategies”
IDEAS(R)EVOLUTION
FOCUS AND SYSTEMIZE OPPORTUNITIES INTO A STRATEGIC VISION IDEAS(R)EVOLUTION
ACTING ON INNOVATION STIMULATION, CULTURE, AND BRANDING IDEAS(R)EVOLUTION
FINDS “THE NEXT BIG THINK” FROM INSIDE AND OUTSIDE ORGANIZATION 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
3
DIAGNOSTIC MOMENTS with Collaborators, Consumers, Business Entrepreneurs
IDEAS(R)EVOLUTION
3
MAIN MACRO PROCESSES IDEATION, SYSTEMATIZATION, IMPLEMENTING
IDEAS(R)EVOLUTION
CO-CREATION From People to People
IDEAS(R)EVOLUTION
IDEAS(R)EVOLUTION
Target Consumers
Finantials
External Universe
Executive
Internal Universe
Organizations
Your Brand
Marketing Sells Force
Opinion Makers
Trends Setters IDEAS(R)EVOLUTION
CO-PARTICIPATION Open Innovation Consumer Involvement
IDEAS(R)EVOLUTION
CELLULA(R) SYSTEM ACTIVE BRAND MANAGEMENT
PRODUCT ADAPTABILITY VECTOR GROWTH
REGENERATION CELL
DINAMIC CELL
ATRACTION TRAINING 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 INTEGRATED PACK PRODUCT INNOVATION
SERVICE INNOVATION
PROCESS INNOVATION
CO_BRANDING INNOVATION
IDEAS(R)EVOLUTION
PRINCIPLES
IDEAS(R)EVOLUTION
INVOLVEMENT MOTIVATION ACTION Creative Cultural Drive to Change
IDEAS(R)EVOLUTION
CONSUMER INSIGHTS Consumer Engagement
IDEAS(R)EVOLUTION
MADE IN FACTOR
brand, products, services, culture
IDEAS(R)EVOLUTION
BUSINESS PARTNERSHIPS sharing opportunities
IDEAS(R)EVOLUTION
LOCAL NETWORKS GLOBAL NETWORKS Community Commitment
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
#HƤDQDMSH@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
INTERNAL FORCES Stakeholders Team Spirit
IDEAS(R)EVOLUTION
AIRO - WORKSHOP
DNA “UNIQUENESS” Project starting point
IDEAS(R)EVOLUTION
CALDAS DA RAINHA
PERSONALITY CHARACTERISTICS HERITAGE ACTIVES brand Essence
IDEAS(R)EVOLUTION
CONSUMER RESEARCH
methodology to “listen” population
IDEAS(R)EVOLUTION
DELPHI ALVITO
DERIVABLE’S
IDEAS(R)EVOLUTION
OPERATIONAL VISION Where we are, where we want to be
IDEAS(R)EVOLUTION
IDEAS(R)EVOLUTION
VISﾃグ OPERACIONAL
TERRA
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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
#HƤDQDMSH@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
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
3
4
5
6
ADVANTAGES
IDEAS(R)EVOLUTION
01. Dinamize the Companiess business Skills 02. Fixes talent to the organizations 03. Attracts new consumers to the brand 04. Creates new business opportunities 05. Potentiate new investments 06. Innovate know-how and Knowledge
IDEAS(R)EVOLUTION
07. Promote the Made in brand qualification 08. Transfers creativity to organizational culture 09. Systematizes business best practices benchmarking - to the brand management and marketing strategies 10. Develops an integrated growing and sustainable innovation strategy for organizations
IDEAS(R)EVOLUTION
11. Implements a marketing and branding management model involving business, society and consumers. 12. Defines a Comunication plan for brand dissemination ajusted to the DNA and strategy goals
IDEAS(R)EVOLUTION
THANKS IDEAS.REVOLUTION.IADE@GMAIL.COM AMERICO.MATEUS@IADE.PT
IDEAS(R)EVOLUTION