Brands must evolve beyond inert personalities to become cultures. To develop an economically viable and successful culture, the following elements must be present:
• Discovery
• Experience
• Destination
• Memory
These elements are the sparks that define and nurture a culture and enable
it to create natural communities.
To nurture such a culture, a product or service must:
• Create commerce
• Sustain the environment
• Uplift the human
spirit
These three requirements, a.k.a. The Big Three, act as a filter for the
conception of every project.
So now that we have a marketing goal (culture building) and an idea filter (The Big Three), we need a new way for solving problems themselves. Enter The Idea Circle. The Idea Circle, made up of scientists, business people, health specialists, marketers and designers, use multidisciplinary thinking to meet challenges and produce more effective, holistic solutions.
Once The Idea Circle comes up with an idea, they develop a creative brief that guides the design and marketing of their idea. Their work marries the “old” good design principles with the New Bauhaus design principles.
The final execution of every idea – whether it’s product design, interior design, environmental design, advertising, whatever – meets the directives of the creative brief, is true to the Big Three, follows the principles of old and the New Bauhaus Design and, finally, promotes a community-building culture that exemplifies a new definition of good design.
The end result of The Moderns' process: Good Design solutions that go beyond brand equity to create a culture that fosters enduring customer loyalty.
