Innovation is the basis for breakthrough branding. It’s about pursuing ideas for positive change – and we surely need that. It’s often the driver for start-ups and entrepreneurs and at the core of long-standing successful businesses. Innovations are great ideas that tend to pay homage to other great ideas that came before them. They’re sparks that bring light to the challenges we face.
Not to be tongue-in-cheek (well, maybe), we can’t help but comment on this free-standing floor lamp from the artists at Moooi. It speaks to industrial design trends and people’s fascination with construction – cranes in particular. Little feats of engineering like this were a fun “Look at these!” share for our HIAB client, Atlas Polar.
Fun aside, innovations take an existing idea and create different versions that also result in greater value for the user or the world. They simplify, speed up, save energy and space, add convenience, capability, and make things lighter, sturdier, safer, healthier, and more cost-effective.
Language fed the need to communicate. Gutenberg took the Chinese invention of type to mass production (at least for the time). And while Humphrey Davy invented electricity, 79 years and 40 glowing hours later, it was Edison’s innovation that put his name in the history books.
Today’s innovations range from global game-changers like self-driving cars, artificial intelligence (AI) to the use of virtual reality in everything from crane safety (HiVision 3D) to healthcare. Two we particularly love and are close to our hearts lie in the sustainability sector.
The Green Building Initiative (GBI) is an international effort towards creating resource-efficient buildings – an environmentally-friendly vision we’d like to see grow.
Source: Construction Climate Challenge
And S.Café (we love the name as well) is transforming coffee grounds into wearable textiles that are more energy-efficient and faster to produce than natural fibres. Their patented yarn dries 200% faster than cotton, requires low temperatures and little energy, and naturally absorbs odours and reflects UV rays.
Great ideas are everywhere, and innovation can come from anywhere in an organization and businesses should look for inspiration from anyone – inside or outside, top-down or bottom-up. But success, of course, is all about the execution. Not every idea will change the world, but many will improve life on a smaller scale, like USB Batteries – batteries you can charge via USB. Who knew? And three others we came across on awesomeinventions.com: a folding bike helmet, parking lots that show if space is free or filled with the simple use of red and green lights, and this one from San Diego Airport – long overdue. Brilliant.
Large or small, what all innovations have in common is that they are driven by change – in economics, health, industry, technology, population and social attitudes. Things never stop changing. And innovation both feeds that change and finds solutions for it.
Kind of like branding.