En una era de innovación continua, las empresas y los individuos con ideas originales tienen una ventaja distintiva sobre aquellos que no las tienen. ¿Por qué? Porque las ideas originales están en el corazón de la innovación, de lo diferente y en la transformación de marca. La “escala de la originalidad” es una manera simple de categorizar tus ideas según el conocimiento e imaginación en las que se basan.

Alina Wheeler does it again. And better than ever. The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina's new book is a must-have for anyone that is interested in brand identity development. And, we're honored and very proud that Alina chose to feature several of our projects throughout her book. Thank you, Alina!

Marty Neumeier gave an inspiring talk at the beautiful offices of the Design Council in London and signed copies of his latest book – Metaskills. The event was a huge success, with a great turnout from all elements of the UK design community. The evening was filled with great insights and enthusiasm for a new way of thinking about the future of business – and the attendees left inspired and energised.

Audience Personas are not only an invaluable tool for understanding the needs and behaviors of specific audience segments – they can be extremely helpful to inform business strategy, brand strategy and employee training and development. If your organization has, or is considering investing in Persona development, here are some ways to leverage them.

Every brand wants to encourage their constituents to actively engage in Brand Advocacy – and in today's highly connected world, this is even more important than ever. That's why our friend, Rob Fuggetta, founded Zuberance – a social marketing company that helps brands create authentic relationships with their customers and facilitates advocacy. And now, Rob has written a book on the subject: "Brand Advocates – Turning enthusiastic customers into a powerful marketing force." This is an interesting subject, so we sat down with Rob to talk about his book, his company, and how brands are leveraging social platforms to super-charge their advocates. And, here's what he had to say!

In the week that we welcome Marty Neumeier and Alfredo Muccino to the UK, we remember their recent event in Chile where the pair were invited by the Chilean government to speak to the next generation of entrepreneurs about innovation and design. Marty delivered an inspiring talk from his new book, Metaskills, and Alfredo laid out the process of building a culture of nonstop innovation—Silicon Valley style.

In an age of nonstop innovation, companies and individuals with original ideas have a distinct advantage over those who don’t. Why? Because original ideas are at the heart of innovation, differentiation, and brand transformation. The Originality Scale is a simple way to categorize your ideas according to the knowledge and imagination that informs them.

Toda marca quiere incentivar a sus consumidores a involucrarse activamente en ser “Defensores de Marca”. En el mundo altamente conectado de hoy esto es más importante que nunca. Por tal razón, nuestro amigo, Rob Fuggetta, fundó Zuberance, una empresa de marketing social que le ayuda a las marcas a crear relaciones auténticas con sus clientes y facilita ser embajador de marca. Rob Fuggetta es el CEO y Fundador de Zuberance. Se le considera la fuerza motora detrás de toda la estrategia y visión de Zuberance. Es uno de los más experimentados de Silicon Valley (20 años de trayectoria) y ha tomado roles de liderazgo en tres Start-ups, incluyendo a Genuity que se hizo público en junio del 2000. Es un ex-socio de Regis McKenna (la agencia más reconocida de marketing y comunicaciones en Silicon Valley). Desde ahí lideró los negocios globales de Apple. Hablamos con Rob de su libro, de su empresa y cómo las marcas están usando las plataformas sociales para potenciar a sus defensores.

Flying used to mean something, and American Airlines is trying to make flying meaningful again by delivering a better brand experience on the ground and in the air. Yet, most of the conversations about this rebranding effort seem to be focusing on the new logo. Of course, we all know that your logo is not your brand. This idea was first put forward a decade ago by our Director of Transformation, Marty Neumeier, and it's never been truer. So, I wonder why is it that so many people in our industry still talk about the logo as if it was a brand?

Alina Wheeler does it again. And better than ever. The fourth edition of "Designing Brand Identity" is a truly comprehensive resource of definitions, explanations, insights, and examples of what it means to do outstanding brand identity work. Alina's new book is a must-have for anyone that is interested in brand identity development. And, we're honored and very proud that Alina chose to feature several of our projects throughout her book. Thank you, Alina!