Design Thinking for Brands: Making a case for Analogous Inspiration

We are all well aware of the deficit surplus trade equation. In this over connected, hyper commoditised, always on world, we face a surplus of information, goods, services and a deficit on the other hand of time, resources, attention. Marketers and brand owners are in a constant state of beta to address this ever widening chasm.
When brand owners are defining new products and services across healthcare to hospitality, or shaping stories to draw tighter connections to relevant audiences, it would be worthwhile to tap into a network of inspiration to cultivate responses to a range of design challengesFrom a point of shared understanding of a design challenge, we begin to set the stage to design something that has impact.
Empathy, observation & openness are the pillars on which design thinking thrives and creates meaning and relevance for brands wanting to make people’s lives betterWhat’s critical therefore, as we are all aware, in designing amazing things is to start with people.
While each design challenge might require a different set of expertise, a healthy mix of backgrounds and perspectives helps us strike a better balance in designing what’s desirable, what’s feasible and what’s viable.
To spark new ways of thinking about a challenge, we also turn to what we call “analogous inspiration.” Which is all about identifying and observing experiences that are not directly related to the industry that is being designed for, yet have a relatable aspect. For example, a team designing for the operating room for a healthcare brand decided to observe a pit crew at a race track. High stress, quick judgment, and timely action characterise both situations, yet the “outside” context of car racing provided fresh insights that the team at healthcare would not have been exposed to had they only researched other healthcare moments. Such catalysing methods are less about getting a full-picture approach and more about getting inspired to design something that’s game-changing.

So, the next time you are developing or enhancing a product,it would be worthwhile to look beyond the ‘ walled garden ‘ that defines/chains your industry for some analogous inspiration. For that idea or product of yours to become truly beyond compare.