Is European innovation lagging behind?

We get the answer straight up: NO. But the guy’s speaking from Duke and Levi Strauss do see a lot of traditional ideas taken into new medias. Where they don’t necessarily work as well. Then onto the recession; where the consumer needs to feel confident in an overexposed world. So the strategy in a recession would be to under promise (the communication: deliver variety) and over deliver (the product: deliver comfort). That will create the strong loyalty needed in a recession market. They show some great cases: Using iPhone as a level (vattenpass) for Bosh!!
And Emotional cities, where buildings in the city are coloured by the mood of the inhibitors via a website. Then the Levi’s case: That shows how well retail and digital can go together: Branded entertainment creates a retail experience witch gives an added value service. That leads to an activity tool that enables a loyalty far beyond club card and collecting points. And finally a really interesting aspect at one of the seminars today. Who signs off (=pays for) the idea? And the notion that clients are not structured for digital innovation and creative visions as a whole. Also the clients need to be at the right level and need to evolve too. Suddenly I felt very lonely without some of my dear clients next to me. We need to do this work together and be on the same level. The speaker works at Levi’s and has in only one year moved the brand to higher levels. They talked about change management. An interesting term. The aspect is often forgotten. Clients need to be able to manage change in their organization. Specially when making a strategic move with the brand. So it’s time to define and support the client of the future!