1. Thinktopia® – Video

    Creed Poster

    creed-poster-large-8-bit-crop

    New York City, Minneapolis, Beijing, Everywhere

James Perse Social Outreach Grabs Street Eyeballs

James Perse Social Outreach Grabs Street Eyeballs

Because new changes emerge almost daily announcing their ‘newness’, consumers become immune to the “new”. Instead of turning on, they tune out.

This becomes tragic for marketers. If “new” fails to be buzzworthy, what else can be?

Scholar Wendy Chun insists that when “new media” takes over “mass media”, everything “new” becomes an even more habitual cycle of disinterest.

What to do?

Fashion designer James Perse has a theory. He actually participates in the churn of newness and takes advantage of weary eyeballs by simulating “new” stores with his iconic storefront windows.

In other words, Perse changes out his stores on Bleeker Street, Soho and elsewhere—and tricks out the storefront as if it’s a bewitchingly new brand on fashion-crazy Bleeker Street.

The James Perse front window in January was all about ‘save the horse’. Lately, it’s been about ‘Mammoth’. Horse and Mammoth are fronting as public interest campaigns (proceeds from Horse and Mammoth tshirt sales go to the reduction of edible horse meat sales, and preservation of Mammoth, respectively).  A “Safe Sun” promotion last year focused on melanoma.

Step inside the store and a small section is about the social James Perse Safe Sungiving campaign, the rest is all about James Perse.

This is brilliant cognitive sleight of hand, and a sure-fire way of using iconic storefronts to break-out from all the chatter.

New Ideas Blog

Tillamook Mixes Trends With New Farmstyle Greek Yogurt

Tillamook Mixes Trends With New Farmstyle Greek Yogurt

Tillamook mashes trends together with its new Farmstyle Greek yogurt: Greek yogurt plus the movement for locally grown ‘handmade’ products. Tillamook has taken the vernacular (sacred words) for other farm dairy products and made it their own. Examples. “Farmstyle” and … Continue reading

This Is The Most Popular Photo In The World

This Is The Most Popular Photo In The World

Kardashians be damned. When it comes to social, pictures are worth 1000 words (video can be worth even more). Photographs can be iconic. The image of Martin Luther King giving his “I Have A Dream” speech. The Beatles debarking the … Continue reading

Innovation Experience Wrapped In Metaphor

Innovation Experience Wrapped In Metaphor

After a caterpillar wraps itself inside its cocoon, it waits to metamorph into its next iteration as a butterfly. The caterpillar does not simply shrink and sprout wings. Instead, it disintegrates into a puddle of primordial ooze within the cocoon. … Continue reading