Fabric A Das Marc As 2014

FÁB(R)ICA DAS MARCAS
LISBOA, 8 APRIL 2014
TM
a co-creative way of thinking innovation
IDEAS(R)EVOLUTION is a trademark - nº 467675

and
Patent Registated Methodology nº 105930 at INPI (Intelectual Propety Nacional Institute)
and
Author Rights at IGAC - nº 7/2012 - (Art & Culture Management Institute)
TM
LISBOA, 7 MAY 2013
INDEX:
Introduction to IDEAS(R)EVOLUTION methodology
Case Study - EDP
FAB(R)ICA DAS MARCAS - group work
Left & Right model: Co-branding
IDEAS(R) Branding tools sequence
FORMULA:
Define Workshop tools and Lab Tools
Define Research tasks
Bring your Brain to workshop Classes
Have FUN be Creative

and
and
TM
CV
Américo da Conceição Mateus

Phd in Management & Marketing
Project Leader
Researcher at UNIDCOM (IADE – PORTUGAL) and LOGO

(UFSC-BRAZIL).
IDEAS(R)EVOLUTION Methodology Author
Creativity, Design and Innovation Lecturer in several international

Universities (IADE-Creative University Portugal, FH Volarberg Austria,
Karel de Groot business school in Belgium, Haaga-Velia business
School Finland, RMIT University in Melbourne Australia).
Former Innovation Director of BRANDIA – Design group.

Creativity and innovation consultant for several business companies
in Portugal and Belgium.Author of more than 25 internationally
published scientific papers.
Creative Director and Partner at The Hunting Division, Belgium

Brand Strategy Agency in Kortrijk.
Awards: Innovator of the Year By Ensigest group, +E+I -

Strategic Program of the development of Innovation and
Entrepreurneuship by Portuguese Goverment.
IDEAS(R)EVOLUTION Research TEAM: Phd Carlos ALves Rosa,

Phd Candidate Susana Leonor, Phd Ana Loureiro, Mphil Sofia Martins.
The Hunting Division TEAM: Gino Delmotte, Sebastien Gernay,

Cedric Crudenaire, Susana Leonor.
and
and
TM
team
Américo da Conceição Mateus

Phd candidate in Management & Marketing Susana Leonor phd candidate,
Project Leader Designer and Researcher
Researcher at UNIDCOM (IADE PORTU- at ID+ - Aveiro university and ULHT
GAL) and LOGO (UFSC-BRAZIL).
IDEAS(R)EVOLUTION Methodology
Author
Carlos Alves Rosa, Sofia Martins, Mphil – Designer

Phd, candidate, Senior researcher Designer Senior
Researcher at UNIDCOM, Masters in Design and Graphic
CIES (ISCTE) e URJC(Madrid) Production.
Paulo Bago’Uva, Mphil in

Design Direction – by Domus
Ana Luísa Loureiro phd -
Academy obtaining 100%
Researcher- phycologist and
Master in Bionics Applied to
researcher at ISCTE, ULHT
Architecture and Design
International lecturer on indus-
trial design project area.

and
and
TM
manifesto

and
and
TM
user centered
COGNITIVE
SYSTEM
CULTURAL CULTURAL
REFERENCES THINK THINK DIMENSION
SOCIAL
BEHAVIOURS DO DO DIMENSION
PHYSICAL
USES / HABITS USE USE DIMENSION
ARTEFACT
SYSTEM

and
and
TM
creativity by Arts
IDEAS(R)EVOLUTION believes in involving all senses in

the creative process, due to co-creation our workshops
sequence starts with Sensorial Gyms exercices and
team dynamics enpowering

and
and
TM
Co-creation Target Consumers
Partners
Finantials
Executive
External
Universe
Internal
Universe YOUR
BRAND
CHALLENGE
Sells Force Marketing
IT
Opinion Makers
Source:Mateus et all, 2009

Trend Setters
and
and
TM
Dialogue
IDEAS(R)EVOLUTION is an integrated human centered

approach for the innovation of organizations based on Design,
Marketing, Creative Intelligence and IT focused on Co-creation
and Dialogue
and
and
TM
co-creation and dialogue holistic business development and innovation approach
IDEAS(R)EVOLUTION
HYBRID OF HUMANWARE + DESIGNWARE + TECHWARE
IDEASCLOUD + C4S APP

FROM COLLABORATIVE PLATFORM AND APP TO DIALOGUE AND DIGITAL FACTORY PLATFORM
INTERNATIONAL NETWORK
ACADEMIC (research centers) + S/M CONSULTANCIES (licensees)+ INCUBATORS (kto´s)

and “SIMPLIFY COMPLEXITY”
and
TM
our principles
CO-CREATION DESIGN THINKING CREATIVE CONSUMER MINDSET INNOVATION FOCUS

INTELLIGENCE
“
· PARTICIPATION · OBSERVATION · INNER MOTIVATION · POSITIONING · AWARENESS
· ENVOLVEMENT · COLLABORATION · OUTTER MOTIVATION · CREATIVE IDEAS · ATRACTIVENESS
· “LISTEN TO CONSUMER“ · MUL TIDISCIPLINARY · CREATIVE CULTURES · COMMUNICATE · CONFORT ZONE
· HUMAN CENTERED · CREATIVE MINDS · “DIALOGUE“

and
and
TM
our approach
Methodology Models Products Social Softwares
A methodological holistic Non-linear modelization, New product and service A webased interactive
approach is applied to creativity inventive problem solving development in any time, anywhere,
and innovation in co-creation and consensus building co-creation, out-of-the- advanced communica-
and dialogue with consumers techniques are systemati- box of the traditional R&D tions and learning
for value creation in context. cally applied across the procedures, is the basic platform is supplied as
board. concept of our user basic hub for community
centred innovation building, sharing of
programs, of value added knowledge and ideas
solutions, for organiza- generation.
tional and territorial
economic sustainable
development.

and
and
TM
our tools
OBSERVATION CONTEXTUALIZATION TRIANGULATION DIVERGE
“perceptual maps” “mind mapping” “reductions” “ win wheel”
CONVERGE ANALYSIS SISTEMATIZATION PLANNING

+ - + -
“branches”
“trunk”
“roots”
“funnel” “quadrants” “flowchart” “matrix”

and
and
TM
our process
INFORMATION EXPLOITATION INFORMED CREATIVITY INFORMATION DISSEMINATION
co-research co-production co-promotion

and
and
TM
our process
IMPLEMENTATION
INVOLVEMENT
INTEGRATION
INTERACTION
INSPIRATION
IDEATION
STAGES
UNDERSTAND
DIALOGUE
EXPERIMENT
VALIDATE
SISTEMAZE
DEFINE
OBSERVE
IDEATE
PREPARE
TEST
PHASES

and
and
VERSIONS
TM

1.0 2.0 3.0
Base + Metrics /KPI´s Full Digital
IDEASCLOUD - Social Software Platform
DASHBOARD:
LEARN
SHARE
ACT
LIVING LAB
METRICS
DIARIES
DIGITAL FACTORY
GENERATIVE DESIGN
IDEAS(R)TOOLS
MEMBERSHIP
OPEN LEARNING
DIALOGUE “ASK TO”
TM
Quali-Quanti Methods
EXPERIMENTAL
DESIGN
“gap”
methods
“LIVING HUB”
IDEASCLOUD
“LIVING LABS”
people aggregator
CITIZENS ON-LINE
SCIENCE PLATFORM
“construto” “always on”
and
and
TM
APP - Citizens 4 Science - C4S
DASHBOARD:
ETHNOGRAPHIC OBSERVATION - IMAGES
ETHNOGRAPHIC INTERVIEWS - VIDEOS
CONSUMER JOURNEY EXPERIENCES - REPORT
IDEATION KANVAS - TOOLS
BEHAVIOUR PREDICTION - METRICS

and
and
TM
EDP - Case Study - phase 1

and
and
TM
Macro context - Tools

EDP - Case Study

and
and
TM
Consumer Service Experience

EDP - Case Study

and
and
Observation & Trends
TM
EDP - Case Study Tools

and
and
TM
EDP - Case Study
Usability Testing
Tools
and
and
TM
EDP - Case Study Diverge Ideation

Tools

and
and
TM
EDP - Case Study
Converge Experiment
Tools

and
and
TM
EDP - Case Study
Internal Consensus
and
and
Tools
TM
EDP - Case Study
Final Ideas Consensus

Tools
and
and
TM
EDP - Case Study - RESULTS LIVING HUB
SHORT RUN MEDIUM LONG RUN

Incremental Innovation Transformational Innovation
New Services New Products

New Insights New Technologies
New Trends New Communication Strategies
MINDSET CHANGE TO EFFICIENCY BEHAVIOUR CHANGE TO EFFICIENCY
PROXIMITY SERVICES + HIGH ENVOLVEMENT RELATIONSHIP

and
and
TM
CONCLUSION
TM

and
and
TM
CONCLUSION
FROM MONOLOGUE
TO DIALOGUE

and
and
TM
CONCLUSION
FROM MULTIPLE Softwares
TO HOLISTIC integration

and
and
TM
CONCLUSION
HumanWARE
Design WARE
and
TechWARE
and
TM
CONCLUSION
Holistic,
Real-time
Enlightenment Predictive
Empowerment,
Cross-Learning,
Enablement Measurement
Asset Inventory, Best Practice Sharing,

Formation Center of Excellence
Dedicated Team, Workflow, Crises Preparedness

Safety
Objectives, Policies, Education, Access

Foundation
IDEAS(R)EVOLUTION is a trademark - nº 467675 Adaptaed from ALTIMETER 2012

and
and
TM
FÁB(R)ICA DAS MARCAS
GROUP WORK:
1- CHOOSE A BRAND
2- WHY TO RE-BRAND IT
3- LET’S THINK OUT OF THE BOX
4- IDEAS(R)EVOLUTION METHODOLOGY APPLIANCE
5- DELIVERABLE - Left & Right Model

and
and
MODEL - LEFT AND (R)IGHT
FUNCTIONAL ESSENCE EMOTIONAL

Cognition / Analysis/ Research Build Blocks Perceptions / Creation / Semiotics
BRAND MANAGEMENT BRAND STRATEGY DNA CREATIVE IDEA BRAND DESIGN
TOOLS BRAND ANALYSIS Vision BRAND NAMING TOOLS

Gap Tagline
Marketing Family Mission Signature Contents Analysis
Metaphors
Market research BRAND CONTEXT Goals BRAND NARRATIVE
PEST - Political, Story Symbols
Consumer Behavior Economical, Social Concept Message
Trends Creativity
Branding Personality BRAND STYLE
BRAND AUDIENCE Spirit
Consumers Values Imagery
Attitudes, Motivations
BRAND IDENTITY
BRAND BUILDING DIFFERENTIATION Visual
Plan Verbal
Stages Relations
Evolution BRAND TONE
Purpose Voice
BRAND ADVERTISING Tone
Communication Promise
Media plan BRAND EXPERIENCE
Supports Touch Points
POSITIONING Interface
BRAND SYSTEM
Architecture BRAND BOOK
Networking Territory Ideology
Portfolio Manual
our process
IMPLEMENTATION
INVOLVEMENT
INTEGRATION
INTERACTION
INSPIRATION
IDEATION
STAGES
UNDERSTAND
DIALOGUE
EXPERIMENT
VALIDATE
SISTEMAZE
DEFINE
OBSERVE
IDEATE
PREPARE
TEST
PHASES

and
and
PLANET
CULTURE
WORLD WE LIVE IN
ECONOMY
PEOPLE
WORKSHOP _ TOOL - MACRO VISION _ ROOTS PURPOSE & CONTEXT

+ -
What do you feel about BRAND
OPPORTUNITIES
CLUSTERING
WORKSHOP _ TOOL - MACRO VISION _ PERCEPTIONS

CONNECTING
OPPORTUNITIES
CULTURE
MILESTONES
STORIES
BRAND
HERITAGE
MYTHS
WORKSHOP _ TOOL - MACRO VISION _TELL THE STORY COGNITION

BEFORE
AFTER
IMAGES
EMOTIONS
ACTIVITIES
DURING
WORKSHOP _ TOOL - MACRO VISION _CONSUMER JOURNEY CONSUMER EXPERIENCE

CRITICAL SUCESS FACTORS
INDIVIDUALY
SELECTED FROM
PREVIOUS EXERCISE
REACH GROUP
KEYPOINTS
CONSENSUS
WORKSHOP _ TOOL_ CSF

LOOKING LATE(R)AL
BEST CASES
CONCEPTS TECHNOLOGY EXPERIENCE PRODUCT SERVICE BRAND OUR BRAND next steps
BRAND A
BEST PRACTICES
BRAND B
BRAND C
WORKSHOP _ TOOL - BENCHMARKING

BRAND D
TARGET
PERSONALITY
MINDSET
BUYING
DO’S AND WANT’S
WORKSHOP _ TOOL - SELF PERCEPTION -PROFILING AUDIENCE - TARGETTING

-
-
+
WORKSHOP _ TOOL - SELF PERCEPTION -MAPPING GAPS

RATIONAL
EXPLOITATION
OF IDEAS
BRAINSTORMING
1
EMOTIONAL
EXPLOITATION
2 OF IDEAS
3
4
WORKSHOP _ TOOL - SELF PERCEPTION -IDEAS

DNA
POSITIONING
VALUES
PROMISSE
WORKSHOP _ TOOL - SELF PERCEPTION -BRAND ESSENCE ESSENCE

SIMBOLIC
MAINSTREAM
REASON WHY
CREATIVE IDEA
LATERAL
ABSTRACT
WORKSHOP _ TOOL - SELF PERCEPTION - CREATIVE IDEA EMOTIONAL

SHAPES / COLOURS / LINES / GEOMETRIES IMAGERY / SPIRIT / STYLE / SIMBOLS
DESIGN ELEMENTS
NARRATIVE / MESSAGE / STORY EXPERIENCES / TOUCHPOINTS / INTERFACES
WORKSHOP _ TOOL - SELF PERCEPTION - SKETCH

CORPORATE SOUL (IN) FACE (OUT) TOUCH POINTS BUILDERS
Goals Concept Promise Territory Story

DIFFERENTIATION
Mission Experience
Brand
Architecture
DNA
POSITIONING
Values
CREATIVE IDEA Visual
Identity
Vision Purpose Sweet Naming

Personality Spot
Relations
BRANCHES
TRUNK
ROOTS
STRUCTURE
Attitudes Oportunity Local
Tradition
LOCALIZATION
Nature
LIFESTYLES Symbols
Motivations INSPIRATION
Trends
WORKSHOP_ TOOL - TREE

Characteristics Project Place Senses
Endorsement
CONSUMERS MARKET GEOGRAPHY CULTURE

BRAND
INTERNAL EXTERNAL
WAVES
TO KNOW TO INFORM TO ATRACT TO INVOLVE TO EXPERIMENT TO SEDUCE TO DECIDE TO DIALOGUE
WORKSHOP _ TOOL - BRAND BUILDING

AWARENESS PERCEPTION ATRACTIVNESS RELATIONSHIP
ATRACTOR Effect AGGREGATOR Effect DIFFUSER Effect

Participation zone Constructive zone Adhesion zone
NEW
PROPRIETY
BRANDS
PRODUCT
BRANDS
NEW
CO - BRANDED
External
Synergies
FLAGSHIP
FLAGSHIP BRANDS
BRANDS
NEW
PROPRIETY PRODUCT
BRANDS BRANDS
NEW
MASTER
PROPRIETY
PRODUCT BRAND BRANDS
BRANDS
MASTER
PORTFOLIO
NEW
BRAND UMBRELLA
CO - BRANDED BRAND FLAGSHIP
BRANDS
External
FLAGSHIP
Synergies BRANDS
WORKSHOP _ TOOL - BRAND ENERGY

PRODUCT MASTER
BRANDS
BRAND NEW
PROPRIETY
BRANDS
UMBRELLA BRAND - ENERGY FLAGSHIP

NEW BRANDS PRODUCT
MASTER BRANDS- DIFFERENTATION
BRANDS
FLAGSHIP BRANDS - RELEVANCE PROPRIETY
PRODUCT BRANDS- CLARIFY BRANDS
PROPRIETY BRANDS- INFLUENCE
CO-BRANDED - VISABILITY
PRODUCT
BRANDS
BRAND CONSUMER
CREATIVE IDEA
INTERACTION INFORMATION
DIALOGUE MONOLOGUE
SOCIAL INTERNET GUERRILLA MOBILE EXPERIENCES TV OUTDOORS RP RADIO PROMOTIONS ADVERTISING

NETWORKS
COMMUNICATION
2
WORKSHOP _ TOOL - BRAND PLAN

4
5
WAVES
TM
THANKS
www.ideasrevolution.pt

and
and

Fabric A Das Marc As 2014

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FÁB(R)ICA DAS MARCAS

LISBOA, 8 APRIL 2014

a co-creative way of thinking innovation

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

LISBOA, 7 MAY 2013

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

Américo da Conceição Mateus

Researcher at UNIDCOM (IADE – PORTUGAL) and LOGO

IDEAS(R)EVOLUTION Methodology Author

Creativity, Design and Innovation Lecturer in several international

Former Innovation Director of BRANDIA – Design group.

Creative Director and Partner at The Hunting Division, Belgium

Awards: Innovator of the Year By Ensigest group, +E+I -

IDEAS(R)EVOLUTION Research TEAM: Phd Carlos ALves Rosa,

The Hunting Division TEAM: Gino Delmotte, Sebastien Gernay,

a co-creative way of thinking innovation

Américo da Conceição Mateus

Carlos Alves Rosa, Sofia Martins, Mphil – Designer

Paulo Bago’Uva, Mphil in

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

IDEAS(R)EVOLUTION believes in involving all senses in

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

Co-creation Target Consumers

Sells Force Marketing

Source:Mateus et all, 2009

a co-creative way of thinking innovation

IDEAS(R)EVOLUTION is an integrated human centered

a co-creative way of thinking innovation

co-creation and dialogue holistic business development and innovation approach

HYBRID OF HUMANWARE + DESIGNWARE + TECHWARE

IDEASCLOUD + C4S APP

ACADEMIC (research centers) + S/M CONSULTANCIES (licensees)+ INCUBATORS (kto´s)

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

CO-CREATION DESIGN THINKING CREATIVE CONSUMER MINDSET INNOVATION FOCUS

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

Methodology Models Products Social Softwares

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

“perceptual maps” “mind mapping” “reductions” “ win wheel”

CONVERGE ANALYSIS SISTEMATIZATION PLANNING

“funnel” “quadrants” “flowchart” “matrix”

a co-creative way of thinking innovation

INFORMATION EXPLOITATION INFORMED CREATIVITY INFORMATION DISSEMINATION

co-research co-production co-promotion

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

IDEAS(R)EVOLUTION is a trademark - nº 467675

a co-creative way of thinking innovation

IDEASCLOUD - Social Software Platform

a co-creative way of thinking innovation

a co-creative way of thinking innovation

APP - Citizens 4 Science - C4S