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Abstract

marketed the newest of the newest high-tech, IoT/Machine Learning/AI/Low code capabilities (although it did).It was one of the most innovative tech companies in The Netherlands (and possibly still is) because the people at Motion10 thought innovatively about technology, and created the most innovating ways of implementing it.Thinking about user adoption and UX design ‘before it was cool’.<h2 id="8925">Innovation means changes in behavior</h2>Obviously, technological innovation is useless if it’s not accompanied by other changes. Changes in how people think, and how people work. Changes in how processes are managed. Changes, sometimes in the fundamental workings of organizations — making it necessary sometimes to put the basic business model or even purpose of the organization up for debate.And that’s what it all boils down to. Innovation is changing or redefining your Purpose — as a human being or as an organization — and/or changing the way in which you work towards that Purpose. And I say and/or, because oftentimes the two go hand in hand.When the world was shaken in 2007 by the first true mass-marketed smartphone, it was not only the technological capabilities of humans that were changed. It changed our outlook on life, the way we view ourselves and each other, the way we relate to ourselves and each other.I even wrote a whole book on how digital technology can serve as a sort of ‘black mirror’ into our own inner workings, if we so choose.So what is innovation, and why is brand identity so closely related to it?<h2 id="c6c0">The evolution of Purpose: where Innovation and Brand Identity meet</h2>Innovation is about an evolution of purpose — the how, what and sometimes even the why itself. And Brand Identity is about exactly the same things, with again a central role for the Purpose; t

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he Why.So when I think, write or speak about innovation in marketing or branding, I don’t necessarily think about the latest technological constraints, gizmos and functionalities. VR/AR, Chatbots, GDPR, sure, they’re all cool and you don’t want to miss out. I get that.But what’s more fundamental is that which is more fundamental: what is actually changing in the way we define our Purpose and the way we work towards that Purpose?In that strain of thought, for the remainder of 2020 and 2021 and beyond, I’m looking at the importance of Purpose Alignment for Brands, Marketing and organizations and people in general. More specifically, (re)defining Brand Identity, Brand Advocacy and Brand Ambassadorship are going to be of utmost importance, given the strange and socially and physically detached times we live in.Your Brand is made up of a core idea, a mission, a Purpose — and the way in which every single employee and other internal or external stakeholders can connect their personal mission to your organization’s mission.Redefining that Purpose and that Alignment, is where I think true innovation in Marketing and Branding lies for 2021 and beyond.What do you think?My new book “<a href="https://lifebeyond.one/products/life-beyond-the-touch-screen-smartphone-addiction">Life Beyond the Touch Screen</a>” is out now, you can get it <a href="https://lifebeyond.one/">here </a>as an e-book or paperback. <a href="https://lifebeyond.one/">Take back your energy, focus, and time</a>.In collaboration with SparQle.xyz I also offer Brand Identity Consultancy and Training, and presentations and workshops on the Prevention of Digital Burnout, <a href="https://sparqle.xyz/contact/">click here</a> to get in touch or simply <a href="mailto:[email protected]">send me an e-mail</a>.</article></body>

Purpose: Where Brand Identity and Innovation Meet

What does Innovation mean beyond technology?

What does ‘Innovation’ mean, and what does it have to do with Brand Identity?

At SparQle CBS — the Online Branding Startup I am currently working with as co-founder — I carry the mantle of “Lead Brand Identity and Innovation”.

I’d like to share with you some thoughts on what that means, and why Innovation and Brand Identity go together in my view.

It starts with a question: what does Innovation actually mean?

What does innovation mean?

Much is written about innovation and it’s not surprising considering the breakneck speed at which new technological capabilities are being developed, marketed, sold and implemented in our society. With many beautiful and also many unwanted effects (see www.lifebeyond.one for more on that).

Much is being said and written about innovation and I notice that — in my view partially accurately — often people say things along the lines of “with all this talk of innovation, things have a habit of remaining mostly the same”.

I had a brilliant history teacher in high school who said

“History is made up of things that remain consistent and things that do not.”

So what is innovation? It is evolution. It’s the things that do change.

I had the pleasure of working at one of the most innovative tech companies in the Netherlands, Motion10, for five years. And it was not the most innovative company because it necessarily developed or marketed the newest of the newest high-tech, IoT/Machine Learning/AI/Low code capabilities (although it did).

It was one of the most innovative tech companies in The Netherlands (and possibly still is) because the people at Motion10 thought innovatively about technology, and created the most innovating ways of implementing it.

Thinking about user adoption and UX design ‘before it was cool’.

Innovation means changes in behavior

Obviously, technological innovation is useless if it’s not accompanied by other changes. Changes in how people think, and how people work. Changes in how processes are managed. Changes, sometimes in the fundamental workings of organizations — making it necessary sometimes to put the basic business model or even purpose of the organization up for debate.

And that’s what it all boils down to. Innovation is changing or redefining your Purpose — as a human being or as an organization — and/or changing the way in which you work towards that Purpose. And I say and/or, because oftentimes the two go hand in hand.

When the world was shaken in 2007 by the first true mass-marketed smartphone, it was not only the technological capabilities of humans that were changed. It changed our outlook on life, the way we view ourselves and each other, the way we relate to ourselves and each other.

I even wrote a whole book on how digital technology can serve as a sort of ‘black mirror’ into our own inner workings, if we so choose.

So what is innovation, and why is brand identity so closely related to it?

The evolution of Purpose: where Innovation and Brand Identity meet

Innovation is about an evolution of purpose — the how, what and sometimes even the why itself. And Brand Identity is about exactly the same things, with again a central role for the Purpose; the Why.

So when I think, write or speak about innovation in marketing or branding, I don’t necessarily think about the latest technological constraints, gizmos and functionalities. VR/AR, Chatbots, GDPR, sure, they’re all cool and you don’t want to miss out. I get that.

But what’s more fundamental is that which is more fundamental: what is actually changing in the way we define our Purpose and the way we work towards that Purpose?

In that strain of thought, for the remainder of 2020 and 2021 and beyond, I’m looking at the importance of Purpose Alignment for Brands, Marketing and organizations and people in general. More specifically, (re)defining Brand Identity, Brand Advocacy and Brand Ambassadorship are going to be of utmost importance, given the strange and socially and physically detached times we live in.

Your Brand is made up of a core idea, a mission, a Purpose — and the way in which every single employee and other internal or external stakeholders can connect their personal mission to your organization’s mission.

Redefining that Purpose and that Alignment, is where I think true innovation in Marketing and Branding lies for 2021 and beyond.

What do you think?

My new book “Life Beyond the Touch Screen” is out now, you can get it here as an e-book or paperback. Take back your energy, focus, and time.

In collaboration with SparQle.xyz I also offer Brand Identity Consultancy and Training, and presentations and workshops on the Prevention of Digital Burnout, click here to get in touch or simply send me an e-mail.