invention design strategy process
TRANSCRIPT
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Our agency’s zip code is a palindrome; it reads the same backwards as well as forwards. "Sit on a potato pan, Otis." That’s a good palindrome. It would be even better if "potato pan" was something you ever said. The story of the building of the Panama Canal can be told in the form of a palindrome: "A man, a plan, a canal—Panama." The story of the first manned lunar landing cannot be told in the form of a palindrome. In no way should this diminish its significance in American history.
Our agency’s zip code is a palindrome; it reads the same backwards as well as forwards. "Sit on a potato pan, Otis." That’s a good palindrome. It would be even better if "potato pan" was something you ever said. The story of the building of the Panama Canal can be told in the form of a palindrome: "A man, a plan, a canal—Panama." The story of the first manned lunar landing cannot be told in the form of a palindrome. In no way should this diminish its significance in American history.
Our agency’s zip code is a palindrome; it reads the same backwards as well as forwards. "Sit on a potato pan, Otis." That’s a good palindrome. It would be even better if "potato pan" was something you ever said. The story of the building of the Panama Canal can be told in the form of a palindrome: "A man, a plan, a canal—Panama." The story of the first manned lunar landing cannot be told in the form of a palindrome. In no way should this diminish its significance in American history.
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Our agency’s zip code is a palindrome; it reads the same backwards as well as forwards. "Sit on a potato pan, Otis." That’s a good palindrome. It would be even better if "potato pan" was something you ever said. The story of the building of the Panama Canal can be told in the form of a palindrome: "A man, a plan, a canal—Panama." The story of the first manned lunar landing cannot be told in the form of a palindrome. In no way should this diminish its significance in American history.
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
CP+B CI EXECUTION EXAMPLES.BUSINESS CARDS VERSION 01.
PLUS CI : RND07: MIAMI
Claudia Machado, VP Content DirectorM: 305.788.9224 [email protected]
cpbgroup.com3390 Mary Street, Office 300Miami, Florida 33133T: 305.646.7373 F: 305.859.2077
FIRST DAY AT CP+B:5/15/2002 HOMETOWN:Sao Paulo, Brazil MY FAVORITE COLOR:Powder Blue
Claudia Machado, VP Content DirectorM: 305.788.9224 [email protected]
cpbgroup.com3390 Mary Street, Office 300Miami, Florida 33133T: 305.646.7373 F: 305.859.2077
MY FAVORITE BOOK:The Great Gatsby I LOVE TO WATCH:summer sunrises. MY SPECIAL TALENT IS:I was the fastest sprinterin my High School class.
Claudia Machado, VP Content DirectorM: 305.788.9224 [email protected]
cpbgroup.com3390 Mary Street, Office 300Miami, Florida 33133T: 305.646.7373 F: 305.859.2077
I AM VERY:funny when I’m drunk. SMARTEST PERSON I KNOW:my 5 year old son. I’D LIKE TO THANK:my best friend Angie.
CPB Brand Identity Refresh / December 12, 2011 / Page 13CPB CPB CPB
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Invention Strategy!
The biggest cultural advantage we can give a brand is the Future!
Invention Strategy isn’t about adding complication or replacing existing functions or process.!!It is about supplementing our process with fresh set of values to empower our imagination, make room for more possibilities and new ways to tell brand stories. !
Our Invention Strategy is built on few simple beliefs!
Innovation today isn’t about saturating our world with ubiquitous technology but about inspiring new behaviors and empowering what makes people human.!
Our definition of invention isn’t about making life more automated, but about inventing tools and stories to help people be better at being human. !
Invention Strategy translates brand mission and vision of the future into tangible objects, products and experiences, to inspire new emotional links between people and brands.!!It creates new forms of storytelling, new behaviors, engages culture and our imagination. It makes future tangible.!!
!The brands who influence the future are more than brand stories - they are Invention Platforms.!!Inventions take the brand to new storytelling spaces !and make the brand’s vision of the future tangible.!!
Invention Strategy supplements Creative Strategy but it!is not it's direct extension.!!!Inventions are not a matching luggage for advertising. !!!Invention Strategy is primarily informed by the current but mainly by future human and cultural goals. !!Its what makes invention NEW and intriguing.!!!
Invention Brief isn’t a document, but rather a way to capture the invention process.!!Invention Brief is more of a process than a tool. !!
Invention Brief elements: !
Why?! What if?! Invention Metaphor.!Context!
!!!Invites new behaviors to change culture. !!What would the new object look like to make new values tangible?! !
!
!!!!Invites new human goals and cultural values.!!How things would look like if the prevailing values were different?!!!
!!Why we want to change culture?!What kind of future we want to have?!!Identifies opportunity of cultural intervention for the brand.!!
Human tactics and tools of cultural disobedience.!!How people disobey culture.!
WHAT IF?!
WHY?!
INVENTION METAPHOR!!
CONTEXT!
WHY? What kind of future we want to have?!!
CONTEXT: How people disobey culture.!
WHAT IF? !How things would look like if the prevailing!values were different?!!
INVENTION METAPHOR !What would be the object that makes new values visible?!
Invention Brief! !Process ! !!!Future! ! ! ! ! !!!Finding new possibilities!!Human truth!!What makes people human!!Possibilities ! ! ! ! !!!!!
Creative Brief!!Tool!!Now!!Solving problems!!Product truth!!Consumer mindsets!!Tension!!
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Invention Brief sees future as a possibility, not just a problem to be solved.!!This possibilities driven process results in invention proposals, concepts and prototypes, intended to make future happen faster. !
Invention Strategy supplements Creative Strategy but it isn't its mirror image.!!Invention Strategy is primarily informed by human and cultural goals and possibilities of new forms of our relationship with technology. !!Invention Strategy is informed by brand’s cultural mission and its ability to change the way how things are now – vision of the future.!!
Invention Brief is a way to capture the invention process and to inspire new objects, new behaviors and!new stories.!!
Invention Strategy team works as a collaborative workshop. !The goal is to develop inventions that would inspire new emotional links between people and brands.!!Invention Strategy!Creative Technology (Poetic Technology)!Experience Design !Invention Management!Prototyping and Fabrication!(functions and roles assumed on a project basis)!!
!!
!!
Team Structure for Invention Strategy: !
Example of Invention Strategy for a travel brand!
!!Invent objects and experiences that extend our “travel brand’s” vision of the future into tangible experience informed by universal human goals and values of travel.!
Invention Strategy goal:!
Invention Brief!- captures invention process!
WHY do we need a travel ally invention? !!Technology focuses on support for practical travelers needs, !out-informing "unfamiliar" from travel experience. As a result “ideal” travel experience become a series of automated tasks.!Do we want to travel like robots?!
Mission! ! !!Why! !!!!!Context !!!What!If! !!!!!!!!!!Metaphor!!!!!!!!!!Concept!!
Mission! ! !!Why! !!!!!Context !!!What!If! !!!!!!!!!!Metaphor!!!!!!!!!!Concept!!
People use irrational objects and actions to cope with travel experience. !Items that emotionally connect us to people and places. !!
CONTEXT:!
WHAT IF we find a new ways to support the traveller, beyond what “automated tools” could provide?!!What if people needed emotional support to travel?!
Mission! ! !!Why! !!!!!Context !!!What!If! !!!!!!!!!!Metaphor!!!!!!!!!!Concept!!
!Travel Therapy - method that empowers emotional benefits of travel!!
Invention Metaphor :!Travel Therapy !- emotionally supportive travel objects from near future!!
Mission! ! !!Why! !!!!!Context !!!What!If! !!!!!!!!!!Metaphor!!!!!!!!!!Concept!!
Invention example:!- translate human values of travellers ally in a tangible form !
FLIP Frame!One of the ”travel therapists”!A gift for frequent travelers !
!“Flip” is a simple emotional gesture that implies “searching” for the “obvious comfort.” !
It allows to capture dual view:!!- one side “displays” view !
!(and emits ambient sound) !!from your home bedroom window!
!- the flip side captures the view !
!(and ambient sound) !!from your hotel window!
“FLIP frame" is small, nomadic object intended to help navigate the “unfamiliar” of travel with emotional benefits from “familiar” as part of one experience.!
Mission! ! !!Why! !!!!!Context !!!What!If! !!!!!!!!!!Metaphor!!!!!!!!!!Concept!!
Carry it inside your suitcase!
FLIP Frame storyboard!
The “Flip Frame” is a gift to our frequent travellers, a physical token of the relationship and emotional benefits of the “travel brand” positioning, translated into emotionally supportive tool and tangible experience.!!The “Flip Frame” creates a very human and tangible experience of our brand values that extends beyond the booking into important stages of travel experience.!!The “Flip Frame” invites genuine human interaction and inspires new stories.!
Sound Capsule – using evocative power of sound to make moments special!
In a world of digital multifunction, analog and single functional objects are better as markers of special moments.
What if?!
What if we mix the analog values and the use poetic technology make things special and help us rediscover reality?
What if?!
What if ? !
What if we use sound to make travel moments special?
Sound Capsule – using evocative power of sound to make moments special!
Making Brand part of human experience
Sound Capsule create new emotional links before, during and after travel between people and brand - tangible travel memories contribute to future travel choices.
Single Function - one-time recording
In a world of multi-function, single function intrigues us more. Without ability to erase, capsule only allows singular record - it help us identify unique moment of travel experience.
Analog better marks the Special
Our world is saturated with ubiquity of screen interfaces, it is when we mix the analog and the use of poetic technology that we can make things special.
Creating new emotional links between people and brandTravel Sound Capsule inspires new yet simple and immediately intuitive and very human behavior - sound catching. It encourages people to recognize in a new way moments that make their travels special and rediscover the imaginative potential of sound.
Sound Field Imagining sound capsules as sound seeds, seed of travel memories can be planted into Sound Field and harvested to share.
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INSTRUCTION: Play by the ear.
What other travel therapists can we invent to extend human values of our “travel brand” into the future? !
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Our agency’s zip code is a palindrome; it reads the same backwards as well as forwards. "Sit on a potato pan, Otis." That’s a good palindrome. It would be even better if "potato pan" was something you ever said. The story of the building of the Panama Canal can be told in the form of a palindrome: "A man, a plan, a canal—Panama." The story of the first manned lunar landing cannot be told in the form of a palindrome. In no way should this diminish its significance in American history.
Our agency’s zip code is a palindrome; it reads the same backwards as well as forwards. "Sit on a potato pan, Otis." That’s a good palindrome. It would be even better if "potato pan" was something you ever said. The story of the building of the Panama Canal can be told in the form of a palindrome: "A man, a plan, a canal—Panama." The story of the first manned lunar landing cannot be told in the form of a palindrome. In no way should this diminish its significance in American history.
Our agency’s zip code is a palindrome; it reads the same backwards as well as forwards. "Sit on a potato pan, Otis." That’s a good palindrome. It would be even better if "potato pan" was something you ever said. The story of the building of the Panama Canal can be told in the form of a palindrome: "A man, a plan, a canal—Panama." The story of the first manned lunar landing cannot be told in the form of a palindrome. In no way should this diminish its significance in American history.
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Our agency’s zip code is a palindrome; it reads the same backwards as well as forwards. "Sit on a potato pan, Otis." That’s a good palindrome. It would be even better if "potato pan" was something you ever said. The story of the building of the Panama Canal can be told in the form of a palindrome: "A man, a plan, a canal—Panama." The story of the first manned lunar landing cannot be told in the form of a palindrome. In no way should this diminish its significance in American history.
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
Claudia Machado,
VP CONTENT DIRECTORM: 305.788.9224 [email protected]
HOMETOWN: SAO PAOLO, BRAZILSIGN: SCORPIO
CP+B CI EXECUTION EXAMPLES.BUSINESS CARDS VERSION 01.
PLUS CI : RND07: MIAMI
Claudia Machado, VP Content DirectorM: 305.788.9224 [email protected]
cpbgroup.com3390 Mary Street, Office 300Miami, Florida 33133T: 305.646.7373 F: 305.859.2077
FIRST DAY AT CP+B:5/15/2002 HOMETOWN:Sao Paulo, Brazil MY FAVORITE COLOR:Powder Blue
Claudia Machado, VP Content DirectorM: 305.788.9224 [email protected]
cpbgroup.com3390 Mary Street, Office 300Miami, Florida 33133T: 305.646.7373 F: 305.859.2077
MY FAVORITE BOOK:The Great Gatsby I LOVE TO WATCH:summer sunrises. MY SPECIAL TALENT IS:I was the fastest sprinterin my High School class.
Claudia Machado, VP Content DirectorM: 305.788.9224 [email protected]
cpbgroup.com3390 Mary Street, Office 300Miami, Florida 33133T: 305.646.7373 F: 305.859.2077
I AM VERY:funny when I’m drunk. SMARTEST PERSON I KNOW:my 5 year old son. I’D LIKE TO THANK:my best friend Angie.
CPB Brand Identity Refresh / December 12, 2011 / Page 13CPB CPB CPB
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