A CREATIVE WAY OF THINKING

IDEAS(R)EVOLUTION

Creativity for Innovation

Américo Mateus - 12 . 12 . 2010

IDEAS(R)EVOLUTION

YEARS2005 - 20105

IDEAS(R)EVOLUTION

Master, Doctoral Studies, Research Project, International Network

RESEARCHERSNATIONAL INTERNATIONALS5

IDEAS(R)EVOLUTION

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

INTEGRATEDKNOWLEDGEAREAS5

IDEAS(R)EVOLUTION

Design & Creativity, Marketing & Branding, Economy, Innovation, Social Psicology

EXPERTS

IDEAS(R)EVOLUTION

5José Rousseau - DISTRIBUITIONRicardo Alves - ECONOMYSusana Peralta - SOCIAL DEVELOPMENTJorge da Glória - SOCIAL PSICOLOGYPaulo Bago’uva - DESIGN THINKING

UNIVERSITIESNETWORKING5Aalto Finland, Curtain Australia, Santa Catarina Brazil, St Martins England, CBS Denmark

IDEAS(R)EVOLUTION

TEAM AALTO LAB

TEAM ST MARTINS

INTERNATIONALSCIENTIFICPUBLICATIONS5

IDEAS(R)EVOLUTION

Conferences on Marketing, Design, Management, Magazines, Book chapter

CUMULUS CONFERENCE

ALVITOVIANA DO ALENTEJOCALDAS DA RAINHAAIRO - OESTE ACTIVOCULTURA AVIEIRA

Projects running

IDEAS(R)EVOLUTION

5

PROJECT ALVITO

CLARIFYING CREATIVITY AND INNOVATION...

IDEAS(R)EVOLUTION

REGARDINGBUSINESS WORLD!

IDEAS(R)EVOLUTION

MAINCONCEPTS3CREATIVITY - IDEAS - INNOVATION

IDEAS(R)EVOLUTION

IDEAS(R)EVOLUTION

CREATIVITY IDEAS INNOVATION

IDEAS(R)EVOLUTION

CREATIVITY IDEAS

INNOVATION

CREATIVE CULTURE DRIVEN ORGANIZATIONa creative way of thinking...

IDEAS(R)EVOLUTION

CREATIVITY IDEAS

INNOVATION

EXPERTISECREATIVE THINKING SKILLS - EXERCISE

MOTIVATION

DIVERGECONVERGESELECT - CRITICAL THINKING SKILLS

ACT - COGNITIVE THINKING SKILLSEXPERIMENTIMPLEMENT

IDEAS(R)EVOLUTION

CREATIVITY IDEAS

INNOVATION

MOTIVATION

EXERCISE

EXPERTISE

INNER

OUTTER

MINDGYM

TRAINING

KNOW-HOW TECHNICAL

SELFBLOCKS

EDUCATION

ENVIRONMENTCULTURE

RULES

PLAYSENSORIAL

PERCEPTION

BRAINSTORMMIND MAPINGFLOW CHARTS

INTELLECTACESS

COMPETENCES

PROCEDURESTECHNOLOGYMETHODS

IDEAS(R)EVOLUTION

CREATIVITY IDEAS

INNOVATION

SPARKLE

INCUBATION

SELECTION

COLLABORATION

COCREATION

CONFRONT

FILTERS

CONNECTION

OPENINCLUSIVE

OPENMINDEDTRANSVERSALMULTIDISCIPLINARYINFORMAL

EVALUATE

SMALL TEAMSPOSITIVENESSDETAILING

POTENTIALCLEANREMIX

CONSUMERS SHOESEARLY ADAPTORSCRAZY

COMPOSEUSE THE BESTFROM PART TO ALL

IDEAS(R)EVOLUTION

CREATIVITY IDEAS

INNOVATION

INTEGRATE

INTERNAL

SECTORSCAPACITIES

SKILLSOUTSOURCE

IDEAPRODUCTSERVICE

EXPERIMENT

IMPLEMENT

AREASPERSONS

STRATEGIES

USAGE ACCEPTANCEUSABILITYINCLUSIVE

REFLECTION

ATTRACTIVENESSREACTIONBEHAVIOR

ACTIONS

MARKET

BRANDMARKETINGCOMMUNICATION

MAINSTAGES3PREPARATION - IDEATION - SYSTEMATIZATION

IDEAS(R)EVOLUTION

IDEAS(R)EVOLUTION THE MODEL

CREATIVEMINDS

CREATIVE TRAINING

CREATI VESTORM

CR

EATIVESTRATEGYCRE

ATIVEPLANN

ING

BODY,MIN

D&

SOULEXERCISES

MO

ODBOARDS,FLOWCHARTS,LA

TERAL

THIN

KING

BRAI

NSTORMING VISUAL CARDS

MIN

DMAPPIN

G,VISUALIZ

ATIO

NMOTIVATIONAL

SKILLS

VERSATILITY

SKILLS

COGNITIVE

SKILLS

WORK

FLOW

TECH

NIQUES

WOR

KSHO

PS

3Systhematization

1Preparation

2Ideation

SKILLS

ACTION FACTO(R)Y

ACTION INTO INNOVATION

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

KNOWLEDGE

BUILDING BLOCKS TOOLS

RESEARCH ACTIONS

Co-creationof value

EthnographicObservation

Participationin action

In HouseDiagnostic

Management

Design

Innovation

Creativity

Psycology

ConsumerBehviora

Marketing

Technology

Branding

Playfulness

IndividualMotivation

TeamDynamics

CreativeTechniques

SpatialStrutures

Creative MindsCreative TrainingCreative StormCreative StrategyCreative Planning

WORKSHOPSWhy Not?BrainstormingVisual CardsMind MappingMood BoardsLateral ThinkingCollaborative SelectionExperimentationFlowchart

TECHNIQUESCreative (R)constructionNew InformationClusteringNew ConceptsKeywordsNew IdeasInsightsNew StrategyBrand Plan

IDEAS FLOW SYSTEMATIC CIRTEMEVITCURTSNOC(R) StormingConsumer (R)evolution(R)oots MappingMood (R)evolutionVisual (R)evolution

(R)ight & Left - BrandingBrands TREEBrands - ArchitectureBrands - Energy NetworkInnovation MappingIN&OUT Vision

(R)evolutionEqualizer(R)evolutionBrand Tunning

IDEAS CYCLE

PROCESS

ACTION FACTO(R)Y

MODEL

FACTO(R)YMINDS FACTO(R)Y CREATIVE FACTO(R)Y

Observation

Research

Participation

Analisys

Ideation

Development

Experimentation

Strategy

Implementation

ENABLING MARKET COMPETITIVENESS

(R)EVOLUTION - OUTCOMESINTEGRATEDINNOVATION

CREATIVECOMPANY

DESIGNVALUE

Creative CultureCreative(R)oom

Business innovationProcess innovationProduct innovationService innovationBrand innovation

Human centeredInternal generatedCreativepowerMarket TunnedRemarkable

EMPOWERING EXTERNAL AWARESSIMPROVING INTERNAL SKILLSBRAND

DNAEmotional ValueExternal AwarenessCommunication PowerMarket Engadment

Source: Mateus & Gomez 2009

DIAGNOSTICMOMENTS 3with Collaborators, Consumers, Business Entrepreneurs

IDEAS(R)EVOLUTION

MAIN MACRO PROCESSES3

IDEAS(R)EVOLUTION

IDEATION, SYSTEMATIZATION, IMPLEMENTING

CO-CREATIONFrom People to People

IDEAS(R)EVOLUTION

IDEAS(R)EVOLUTION

YourBrand

InternalUniverse

External

Universe

Organizations

Trends Setters

Opinion Makers

Target Consumers

Finantials

MarketingSells Force

Executive

IDEAS(R)EVOLUTION

CO-PARTICIPATIONOpen Innovation Consumer Involvement

IDEAS(R)EVOLUTION

PRODUCT

VECTOR

ATRACTION

VECTOR

DISTRIBUTION

VECTOR

PROMOTION

VECTOR

REGENERATION

CELL

DINAMIC

CELL

ACTION

CELL

NETWORK

CELL

FUEL - CELL

CELLULA(R) SYSTEM

IDEAS(R)EVOLUTION

ADAPTABILITYGROWTH

TRAININGCOMPETENCES

CONNECTIONENGAGEMENT

VISABILITYATRACTIVENESS

ACTIVE BRAND MANAGEMENT

CO-PRODUTIONIntegration e complementarity

IDEAS(R)EVOLUTION

OPPO(R)TUNITY PACK

IDEAS(R)EVOLUTION

PRODUCTINNOVATION

SERVICEINNOVATION

CO_BRANDINGINNOVATION

PROCESSINNOVATION

INTEGRATED PACK

PRINCIPLES

IDEAS(R)EVOLUTION

INVOLVEMENTMOTIVATION

ACTIONCreative Cultural Drive to Change

IDEAS(R)EVOLUTION

CONSUMER INSIGHTSConsumer Engagement

IDEAS(R)EVOLUTION

MADE INFACTOR

brand, products, services, culture

IDEAS(R)EVOLUTION

BUSINESSPARTNERSHIPS

sharing opportunities

IDEAS(R)EVOLUTION

LOCAL NETWORKSGLOBAL NETWORKS

Community Commitment

IDEAS(R)EVOLUTION

HOW?

IDEAS(R)EVOLUTION

MODELSPROCESSES

TOOLS developed in IDEAS(R)EVOLUTION LAB

IDEAS(R)EVOLUTION

DNA

Vision

Mission

Goals

Personality

Concept

Values

RelationsPurpose

Promise

Positioning

Sweetspot

CreativeIdea

Experience

Territory

Namming

VisualIdentity

Story

BrandArchitecture

Attitudes

LifestylesMotivations

Charateristics

Opportunity

Localization

Project

Trends

Local

Nature

PlaceEndorsement

Symbols

Tradition

Inspiration

Senses

CORPORATE SOUL (IN) FACE (OUT) TOUCH POINTS BUILDERS

CONSUMERS MARKET GEOGRAPHY CULTURE

Roots

BranchesTrunk

IDEAS(R)EVOLUTION BRANDTREE

INTERNAL FORCESStakeholders Team Spirit

IDEAS(R)EVOLUTION

AIRO - WORKSHOP

DNA“UNIQUENESS”

Project starting point

IDEAS(R)EVOLUTION

CALDAS DA RAINHA

PERSONALITYCHARACTERISTICS

HERITAGEACTIVES

brand Essence

IDEAS(R)EVOLUTION

CONSUMERRESEARCH

methodology to “listen” population

IDEAS(R)EVOLUTION

DELPHI ALVITO

DERIVABLE’S

IDEAS(R)EVOLUTION

OPERATIONALVISION

Where we are, where we want to be

IDEAS(R)EVOLUTION

1

2

3

TERRA

CULTURA

PESSOAS

ECONOMIA

NATUREZA

IDEAS(R)EVOLUTION VISÃO OPERACIONAL

VIANA DO ALENTEJO

BRANDBUILDING

Brand System - “Living Organism”

IDEAS(R)EVOLUTION

DNA

Vision

Mission

Goals

Personality

Concept

Values

Relations

Purpose

Promise

Positioning

Creative

Idea

Territory

Brand Narrative

Story

Message

EMOTIONALESSENCEFUNCTIONAL

Perceptions / Creation / SemioticsCognition / Analisys/ Research

BRAND

Design

BRAND

ManagementBrand Strategy

Brand AnalisysGap

Family

Brand Context

Social, Political etc.

Trends

Brand Audience

Consumers

Attitudes, Motivations

Brand Building

Plan

Stages

Evolution

Brand Advertising

Communication

Media plan

Supports

Brand System

Architecture

Networking

Portfolio

Brand Style

Spirit

Imagery

Brand Identity

Visual

Verbal

Brand Tone

Voice

Tone

Brand Experience

Touch Points

Interface

Brand Book

Ideology

Manual

Building Blocks

ToolsMarketing

Market research

Consumer Behavior

Branding

ToolsContents Analisys

Metaphors

Symbols

Creativity

Brand Naming

Tagline

Signature

IDEAS(R)EVOLUTION

LEFT & (R)IGHT BRANDING

BRAND MONITORmonitorization, evaluation e satisfaction

IDEAS(R)EVOLUTION

IDEAS(R)EVOLUTION BRAND MONITOR

ADAPTATION- perception

- attitude

- reputation

- association

DISSEMINATORSRECRUITS

GUERRILLAS

ACTORS

AMBASSADORS

RELATIONSHIPa) NETWORKS OF PRACTICE

- network of ambassadors

- social networks

- fan club

b) MONITORING OF TRENDS

benchmark & competition

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)QUALIFICATION

- needs identi cation

(training)

- skills training

- development of trainees

- programs and activities

training

ATTRACTIONa) attractiveness

- identi cation

- reputation

- con dence

b) satisfaction

& loyalty

BLUEPRINTparametrization, management, functions

IDEAS(R)EVOLUTION

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!"#$%& '#+%-"(

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BODY,

MIN

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E RC ISE

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WOR K

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WO R

K SHO

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3Systhematization

1Preparation

2Ideation

+*$'!&0-+*$!1#23

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RESUME

IDEAS(R)EVOLUTION

IDEAS(R)EVOLUTION OVERVIEW

Preparation

Ideation

Systhematization

Managing

Implementing

3

4

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Se

nso

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l g

ym

La

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ap

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Op

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nid

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Me

rca

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açã

o

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Observation

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(R)EVOLUTION

IDEAS.REVOLUTION.IADE@GMAIL.COM

AMERICO.MATEUS@IADE.PT