On two separate occasions, the cashier checking me out commented on my card, the Chase Sapphire Card, "how do you like it?" and "I think I need to get that card!" The mere visual presence of my card stopped the transaction, changed the dynamic of our interaction, and potentially created two new users. Who would have thought a tiny, little card could wield the power of design?

I had to share this as a follow up to my blog of April 7th. I was in Disney World recently and found an amazing Hidden Mickey that blew me away.

I’ve been doing a lot of thinking about innovation as of late – pondering the role design can play in generating new ideas and, of course, bringing those ideas to life.   For me, innovation is about ideas based on insight, wrapped up in a tight, experiential package that consumers are drawn to.   So where does design come into the process of defining innovation?  When is the right time to engage design in the discussion?

Excellent questions.  And the answer, “Bake it in early.” 

Does anyone remember Big League Chew?

Maybe not, but certainly you remember Dentyne, M&M's and Kit Kat. These iconic brands have proven successful in driving their business within the highly competitive, here-today-gone-tomorrow world of confections. At the same time they have built enduring brands that are imbedded in the psyche of their consumers and our culture. How have they done it? Simple. By respecting the value of their brand as an asset to drive their business. They use the tools of brand equity, brand character and most importantly Brand Design to deliver their message in a consistent, meaningful and impactful way. In doing so, they have formed lasting relationships with their consumers. Don't get me wrong these brands continue to play the "in and out" game of the category – evidence of which is currently in my pantry full of heart shaped Reese's Peanut Butter Cups. But they do so without losing sight of the importance of their brand.