We have become so focused on the latest tools, platforms and models of engagement - obsessing with the ‘how’ instead of the ‘why’ that we have lost our ability to truly innovate. We see countless briefs with the same mandate - “We need to create the next big thing…” and cited are examples from Apple, Nike, Coca-Cola, or Starbucks. At the heart of their success is a human truth, an experience that builds on a passion. We need to move away from thinking of ourselves as the architects of brand stories to the architects of brand relationships. If relationships are the new economy, then we have to change the way the game is played.

6. The HOW prematurely
focuses on
tools, systems and
platforms and
following iconic
brands’ constructs as
models for success.

7. Starting with the WHY
enables us to focus on
the human truth of the
brand relationship and
create utility, service
and value for the
consumer.

8. Innovation requires a
shift in our mental
model from being the
architects of brand
stories to architects of
brand relationships.

10. Build brand
relationships based on
giving, not receiving.
Put consumer needs
first, create a system
of unique branded
service instead of
complicated
reward systems.

11. Connect people based
on their
passions, create value
through relevance, utili
ty and authenticity.

12. Create
unique, transformation
al
value by empowering
people. Disrupt
the category.

13. Each of these
innovative brands
could fit into any or all
of these categories.
They disrupted
entrenched industries
by tapping into
consumer
passions, leveraging
technology and
reinventing.

14. Each of these
innovative brands
could fit into any or all
of these categories.
They disrupted
entrenched industries
by tapping into
consumer passions,
leveraging technology
and reinventing.