Lighter side of branding | Thinking out of which box?

In business, innovation is the fuel for progress, or so it should be. Innovation should be an embedded part of all company efforts, underlying both business and growth strategy.

In an ideal world, innovation is unavoidable, adapting to market changes and external business landscape. Nothing operates in a vacuum. An excellent approach to this is via Branding, understanding what your Brand means in your Customers’ minds… a harmless question that’s deceptively simple to answer… (do you even know WHO your customers are? You’ll be surprised how many businesses are clueless when slapped with this question… at least that’s been my personal experience, working with various corporate clients from around the world… so it’s not a challenge exclusive to young start ups or those in emerging economies).

To innovate is to answer to change… It should start with “out-of-the-box” thinking, but as this cartoon by Tim Fishburne suggests, when top management asks for innovation, it should be clear, explaining the scope, constraints and timeframe of how to think out of the box.

outside the box

Inspiration: Tom Fishburne, Marketoonist


About dianhasan

Brand Storyteller, Travel Writer, Speaker, Creative Writer & Thinker - avid observer of randomness in everyday life - Sustainable Business, Eco Matters, Sustainable Urban Issues, Architecture, Heritage Conservation, Innovation & Brand-Strategy, Cross-Cultural Communications, Travel, Tourism & Lifestyle.
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