{"id":239,"date":"2017-05-18T05:05:28","date_gmt":"2017-05-18T05:05:28","guid":{"rendered":"https:\/\/www.sureshdinakaran.com\/blog\/?p=239"},"modified":"2017-05-18T05:05:28","modified_gmt":"2017-05-18T05:05:28","slug":"design-thinking-for-brands-making-a-case-for-analogous-inspiration","status":"publish","type":"post","link":"https:\/\/www.sureshdinakaran.com\/blog\/2017\/05\/18\/design-thinking-for-brands-making-a-case-for-analogous-inspiration\/","title":{"rendered":"Design Thinking for Brands: Making a case for Analogous Inspiration"},"content":{"rendered":"
We are all well aware of the deficit surplus trade equation. In this over connected<\/b>, hyper commoditised<\/b>, always on<\/b> world, we face a surplus<\/b> of information, goods, services and a deficit<\/b> on the other hand of time, resources, attention. Marketers and brand owners are in a constant state of beta<\/strong> to address this ever widening chasm.<\/span><\/div>\n
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When brand owners<\/b> are defining new products and services across healthcare<\/b> to hospitality<\/b>, or shaping stories<\/strong> to draw tighter connections<\/strong> to relevant<\/strong> audiences<\/b>, it would be worthwhile to tap into a network of inspiration<\/strong> to cultivate responses to a range of design challenges<\/b>.\u00a0<\/span>From a point of shared understanding of\u00a0a design challenge, we begin to set the stage to design something that has impact<\/strong>.
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Empathy, observation<\/b> & openness<\/b> are the pillars on which design thinking thrives and creates meaning and relevance for brands wanting to make people’s lives better<\/strong>.\u00a0<\/span>What\u2019s critical therefore, as we are all aware, in designing amazing things is to start with people<\/b>.<\/span><\/div>\n
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While each design challenge might require a different\u00a0set of expertise, a healthy mix <\/b>of backgrounds <\/b>and perspectives<\/b> helps us strike a better balance in designing what\u2019s desirable<\/b>, what\u2019s feasible<\/b> and what\u2019s viable.<\/b><\/span><\/div>\n
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To spark<\/b> new ways of thinking about a challenge, we also turn to what we call \u201canalogous inspiration<\/b>.\u201d 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<\/b>. For example, a team designing for the operating room<\/b> for a healthcare brand<\/b> decided to observe a pit crew <\/b>at a race track. High stress, quick judgment<\/b>, and timely action <\/b>characterise both situations, yet the \u201coutside\u201d context of car racing<\/b> provided fresh insights<\/b> that the team at healthcare<\/b> 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\u2019s game-changing<\/b>.<\/span>
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So, the next time you are developing or enhancing a product,it would be worthwhile to look beyond the ‘ walled garden<\/strong> ‘ that defines\/chains your industry for some\u00a0<\/span>analogous inspiration<\/b>. For that idea or product of yours to become truly beyond compare.<\/em><\/p>\n<\/div>\n

ENDS<\/span><\/b><\/div>\n
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www.brandknewmag.com<\/span><\/b><\/div>\n
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www.groupisd.com<\/span><\/b><\/div>\n","protected":false},"excerpt":{"rendered":"

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 … Continue reading “Design Thinking for Brands: Making a case for Analogous Inspiration”<\/span><\/a><\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[20,22,14,21,18,23,13,24,25,19],"class_list":["post-239","post","type-post","status-publish","format-standard","hentry","category-uncategorized","tag-analogous-inspiration","tag-audiences","tag-brands","tag-design","tag-design-thinking","tag-experiences","tag-marketers","tag-observation","tag-openness","tag-product-design"],"aioseo_notices":[],"aioseo_head":"\n\t\t\n\t\n\t\n\t\n\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t\n\t\t