In April 2014, ahead of the Popsop training event in Moscow, we collected some rather controversial perspectives on the design business, popular in the Russian marketing circles. We kindly asked Jonathan Ford, one of the honoured speakers at our inaugural event, to comment on each of these stereotypes. Here we publish his interesting thoughts.
Innovation underpins brand growth and development—for both new and established brands. But all successful innovation needs to start with the big idea: a big idea that is not afraid to challenge the status quo and push boundaries with genuine creative thinking. And an innovative, big brand idea does have the power to be world changing—if realized by design.