Real-Time Brand Ideation, Invention…And Reinvention

Agile development, collaborative innovation, iterative launch strategies and the argument of preeminent importance between ideas vs. execution all indicate one thing: the importance of speed to market. After all, you can’t begin to profit or build market leadership without a product. For these reasons, the notion of real-time invention — or re-invention — has been on our minds. We found evidence of these themes in the recent work of Coca-Cola and Maroon 5, as well as designer Gentucca Bini for Pitti Uomo in Florence. To note:

• Coca-Cola commissioned pop band Maroon 5 to compose an original song in 24 hours, with inspiration and collaboration provided by fans that Tweeted @maroon5 (#WithMaroon5). Select fan comments were featured on a 3D wall to help motivate and inspire the band. The end result was an original track performed live on Wednesday, March 23rd, which will be released as a free mp3 track on April 1st. Coca-Cola will make a donation to *RAIN, providing clean water to people in Africa, upon reaching the first 100,000 downloads.
• Secondly, Fashion’s Collective turned us onto the recent work of designer Gentucca Bini, whom established a designated area at the Pitti show in Florence to not only showcase her pieces, but to create several on the spot. Bini took older, expired pieces and reinvented them as new garments, using her own ideas and inspiration. Taking what was once a relevant (but now dated) piece or concept, and making it more contemporary and relevant again.

We’re not of the opinion that ideas need to be created and churned out like a production line. We recognized that ideas and innovation often require time, various iterations and a process of evaluation before they’re ready for the market. But the notion that some ideas, product and innovations can be formulated and created in a condensed period of time is not entirely out of the question either, as evidenced by these two examples. Sometimes, ‘good enough’ gets you to market first with an idea or product that you can test, learn from and then evolve.

Via Coca-Cola & Maroon 5′s 24-Hour Session and Fashion’s Collective