The Innovation Ecosystem blog analyzes Brand Evolution
With much of the mainstream business media focusing on rapid, revolutionary change, it's always a treat to discover bloggers and consultants who adopt more of an evolutionary view of business innovation. For example, Julie Fleischer, the Innovation Thought Leader for Egg Strategy, has been publishing a blog since December 2006 called Innovation Ecosystem that looks at how concepts related to evolution and ecosystems can be used to understand business strategy and marketing. As Julie explains at the top of her Innovation Ecosystem blog, "great innovation happens organically, with
sloppy edges and growth spurts. Because as with nature, innovation
doesn't take place in a vacuum - it is dependent upon and interrelated
to all things around it. And because innovation needs to be cognizant
of the ripple effect -- seeing opportunities AND managing potential
damage. Innovation thrives on change, curiosity, and desire."
For example, citing a recent cover story in Newsweek ("The Evolution Revolution"), Julie points out what evolution means for corporate brands:
"The cover story of the 3.19 issue of Newsweek is fascinating... We're now learning that evolution is not a straight-lined
path of progress. It occurs in fits and starts, with many adaptations
failing to take root. We're discovering an evolutionary family tree of
sorts, with a number of adaptive traits developing, hanging around for
several million years or so, and then becoming extinct. Progress is
And that's where brands come in. Brand evolution is rarely a straight line path of forward progress.
Quite often, brand adaptations (let's call them line extensions or
flankers) come to market, score sufficient volume to hang around for
several years, and then make way for a new generation of extensions.
This process may continue on ad infinitum without ever really evolving the brand - making it more relevant, more contemporary, competitively advantaged.
Survival of the fittest is about more than merely hanging in there.
a brand to truly evolve, it needs to move beyond these experiments and
take a strategic view toward innovation of the entire ecosystem.
Perhaps the business model needs to evolve (see Netflix vs. Blockbuster
below). Perhaps the brand needs a different approach regarding channels
or supply chain. Maybe the consumer situation (the human genomic code?)
has changed and new needs have arisen, requiring repositioning or
structural packaging innovation. Maybe a new predator has emerged that
forces the brand to take a more defensive - or offensive - posture. Just as our species need to evolve, so do our brands. Settling
for "natural growth" only gets you so far - hyperadaptation of the
innovation ecosystem is needed to grow the legs that take you out of
That's a sharp increase from the 1960s when it took the same share of scientists an average of 35 years to drop out of academia.
- The study tracked the careers of more than 100,000 scientists over 50 years.
- The results showed career lifespans are shrinking, and fewer scientists are getting credited as the lead author on scientific papers.
- Scientists are still pursuing careers in the private sector, however there are key differences between research conducted in academia and industry.
China's rise has necessitated a global PR push. It includes influencing how the movies you watch depict China.
- China will soon overtake the U.S. as the world's largest market for films, and it is using that fact to influence how it is depicted by Hollywood.
- While Chinese investors have been interested in buying shares of studios for a while, the real power lies in deciding which movies get into China at all.
- The influence is often subtle, but may have already derailed a few careers in the name of politics.
The bold technique involves surgically implanting a so-called microneedle patch directly onto the heart.
- Heart attacks leave scar tissue on the heart, which can reduce the organ's ability to pump blood throughout the body.
- The microneedle patch aims to deliver therapeutic cells directly to the damaged tissue.
- It hasn't been tested on humans yet, but the method has shown promising signs in research on animals.
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