88
INNOVATION
Advertising agency joke. How many creatives does it take to change a lightbulb? Does it have to be a lightbulb? Jim Stengel, left Procter & Gamble after working as their Global Marketing Officer, to set up his own consultancy. In his new book, he writes that it’s people and innovation that are the two most important elements of successful brands. Innovation, from the Latin for doing new stuff, means constantly thinking of bringing in new ways to do better, never deciding that what you’ve got is good enough, so you can sit back relax and watch it sell. Someone more innovative will overtake you. Fortunately innovation is part of human nature.
The idea Steve Zades runs an organisation called the Odyssey Network. As you can probably guess from the name, he takes people on voyages of discovery, although his aren’t as dangerous as the original (and you don’t have to kill anyone when you get home). He organises journeys for business executives and creative teams to different countries, to experience cultural and commercial innovations outside their own industries. He also creates innovation events, bringing creative minds from around the world to the same place to share ideas. Steve believes in
100 GREAT BRANDING IDEAS • 185
100 Great Branding Ideas 14dec.indd 185
12/14/11 11:14 AM