Americo Mateus

As estratégias de Inovação são, hoje, um dos factores críticos de sucesso mais importantes do mundo empresarial, quer seja de sectores mais tradicionais da economia, quer de sectores mais emergentes ou tecnológicos. Inovar é um imperativo, especificamente, é um imperativo imposto pelos consumidores.
No novo paradigma em que vivemos o Poder está mais do lado dos consumidores, pois estes estão cada vez mais informados, têm grande poder de decisão e vivem numa sociedade global, onde o acesso a tudo é cada vez mais fácil e a mobilidade cada vez maior. Neste contexto, as probabilidades de êxito empresarial aumentam se se for inovador. E só é inovador quem estuda, interpreta e conhece a nova realidade das sociedades e das pessoas e é capaz de criar e gerar valor, integrando o consumidor desde o início do processo, até aos resultados finais dessa atitude inovadora, seja ela um produto, um serviço ou apenas uma ideia. Neste artigo apresentamos um estudo de caso realizado com a Empresa Maritz. Uma empresa que, pensando nos novos consumidores, criou uma proposta inovadora e disruptiva para o mercado do Turismo e Lazer. Através da Marca “A vida é bela” vende experiências, ou “sonhos tornados realidade”, pretendendo proporcionar experiências únicas aos seus consumidores. Com uma estratégia de Marketing altamente inovadora e criativa, “A vida é bela” criou um catálogo onde é possível escolher mais de 1000 experiências turísticas com diferentes patamares de preços, dirigida a dois segmentos alvo: o mercado das empresas e o mercado dos particulares. O posicionamento radical desta Marca, torna a proposta da Maritz bastante diferenciada da dos seus concorrentes e disruptiva.
Iremos apresentar os factores críticos de sucesso que levaram a Maritz a ser hoje uma referência de Inovação, já premiada nacional e internacionalmente.

This article arguments the need for the creation of two additional new stages to the Design Thinking process (Brown, 2010, Martin, 2009) that emerged from its application to territories. Beyond Inspiration, Ideation and Implementation it is proposed two new stages-designated INVOLVEMENT and INTEGRATION-, as a result of a group of experimental pre-tests conducted in four territories in Portugal, where through the IDEAS(R)EVOLUTION methodology it was intended to generate territorial innovation by applying the processes preconized by Brown and Martin. According to this methodology, tests were conducted with the initial assumptions of co-creation and co-participation, since its implementation is produced by a group of stakeholders that represent the general ensemble of those territorial " live forces ". The objective was the development of an integrated branding and marketing (e.g. brandmarketing) strategy for territorial innovation and development. As a result of the exploratory fieldwork done it was possible to experimentally validate the implementation capacity and applicability of the IDEAS(R)EVOLUTION methodology to territories. It was also concluded that a new area of knowledge emerges and that it should be further developed. This area designated: " Design Thinking for Territorial and Sociological Innovation " , in itself diverse from " Design Thinking for Social Business ". The two new stages proposed, place themselves respectively: the first-designated Preparation-it is upstream from the process and is a result of the need to train and level-up skills with all stakeholders involved in the co-creation having in view to stimulate the collaborative motivation (e.g. involvement) as well as creative and entrepreneurial attitude formation that generate efficient agents of change, thus guarantying the dynamics of design thinking in the territories. For this new step original tools were developed from methods funded in the cognitive psychology science, in the social sciences and creativity methods (e.g. group dynamics and workshops). The second step-designated Validation-, it is downstream from the process, being sequential from the Ideation stage. This step aims at obtaining and validates a large population consensus-being this a sociological territory-for the construction of development strategies and the identification of new opportunities for strategic territorial planning. For this new stage original tools were also developed from the established methodologies, SWOT, DELPHI and TRIZ, aiming at generating consensus and identifying impacts.

On a global scale, nowadays, our society demands a talent for success and even survival. To foster these indispensible qualities, it is necessary to redefine career pathways and build borderless, as well as multidisciplinary structures that encourage and guide people in their creative processes. This is especially important in business organizations, where creativity should and/or must conduct a strategic commitment. Creativity engages a diversity of senses, thus offering the individual pleasure, that isn't limited to the specific endeavours of a company, when involved in such activities. With the right set of triggers, such as inner and outer motivation, creativity can become a lifelong passion. Organizations need this type of emotional attachment to their own workforce, and the starting point can be a simple invitation to take part in a creative process. As ideas are the real currency of creativity, the IDEAS(R)EVOLUTION Methodology enhances five workshops that use creative-cultivating techniques, company customized , as well as an initial diagnosis made by senior consultants with backgrounds in psychology, management, design and marketing. These techniques are applied to design thinking methods in order to generate, develop and implement ideas that support the company's efforts in achieving innovative solutions and an increase/growth in business. The basic structure of diverging and then converging ideas is one technique that has proven to be successful. The fundamental strength of the IDEAS(R)EVOLUTION´s approach is that the culminating goal is not only a new product, but also to integrate products, services, or ideas under the Brand's umbrella, thus creating value, as well as presenting a unified and remarkable concept to the market .

This research has its epistemological background in the scientific study of emotion and emotional experiences. It has two academic purposes. The first is developing a new teaching methodology with an experimental root, using a sensorial approach at the classes, integrating all the five senses within the learning process and skills development of the design project. This approach is based upon the teaching experiences of the Reggio Emilia Group. The second purpose is to build a workshop of emotional/ cultural basis where the Fado Music and the Saudade Poetry will be used as the new sources of inspiration and emotional research. The students/ creators should understand that the Process of Creating is more significant and potentially more innovative than just being focused on the results. The feeling that a path to the Portuguese design is unaccomplished has motivated this investigation. Therefore we want to re-know each other, re-visiting our essence, fall in love again with the emotional richness of our soul belonging to one people and one community in order to be able to re-imagine our future. The starting point of this journey is our Nothingness because we believe that in the structure of our emptiness, of nothing inside is where all the creativity is. We have to vanish our soul away from the rules, from the stereotypes, from the boundaries that surround and influence us. From Nothingness we go to Creation, through a path of emotion and experience, exploring spontaneity and feelings. We consider that these research tools and creative work translate the cultural heritage of one people, showing their virtues and defects. The results of this research will be presented by comparing the conclusions of each workshop made in two different cultural environments: one at RMIT (Royal Melbourne Design and Architecture Institute) and the other at IADE (Escola Superior de Design em Lisboa). Copyright Américo Mateus, F. Carvalho Rodrigues.

The year of 2009 is a very important moment in what the evolution of the species says respect. In this year Charles Darwin it would be making 200 years of age and its more important publication, `the origin of the complete species' 150 years of first edition. Perhaps the light natural evolution the human being, in some thousands of years, to arrive at the 200 years of life enjoying of excellent physical form and with total control of our mental facultieses. However, with human beings this not yet is possible but with the companies this can be obtained will have ability in management and devotion to the processes and concepts that are part of its`DNA' of mark. As it describes NOWRAH (2006), the DNA of a mark can be understood as of the human being, a time that the DNA of the mark will go to load all the characteristics of the entity, reflecting each position, concept, reaction, or same the image that is transmitted to the society. This article intends to present the application of the construction technique and/or validation of DNA of the mark in the context of an innovation project that can be implanted in organizations of any transport or time of life, wants they has or not lucrative ends. The project`Brands [R] evolution' developed in the UNIDCOM-IADE in partnership with diverse researchers and companies looks for to develop, supported in the DNA of the mark of the companies, the organizacional culture of on innovation to the aspects of participation in action, colaborativa creativity and experimentation. The DNA of mark differently of the mission and vision of the company must contain the essence of it and not only to limit itself to the internal public and yes to be perceived by the consumer, the partners, the suppliers and all the people whom some envolvement with they has. The DNA of the mark must be present in the products, the visual identity, the packings, the communication of the company, the attendance, the training of collaborators, the politics of prices, the relationship with the suppliers and, currently, more than what never in the responsible attitudes that the company takes. A theoretical boarding of the technique of creation and/or validation of DNA of mark is presented where it is looked scientifically to validate a concept very explored in the market and little divulged in the academy. This article is concluded inside presenting the developed steps of the methodology`Brands [R] evolutions' for construction and/or validation of a DNA of mark from the constitution of you equip inside creative of the universe of the companies where all stakeholders are represented and where the work is developed in environments of creative induction with the resource the techniques and creative processes of scientific root.

RESUMO No ano Charles Darwin faria 200 anos de idade e a sua publicação mais importante, " A origem das espécies " completaria 150 anos de primeira edição. Talvez a evolução natural leve o ser humano (daqui a alguns milhares de anos) a chegar aos 200 anos de vida com óptima forma física e com total controlo das suas faculdades mentais. Porém, hoje, isso ainda não é possível. Nas empresas isso poderá ser conseguido, com competência na gestão dos processos do seu 'DNA' de marca. Segundo Nowrah (2006), o DNA de uma marca pode ser assimilado como o do ser humano, uma vez que irá conter todas as características da entidade, reflectindo cada posição, conceito, reacção, ou mesmo a imagem que é transmitida à sociedade. A metodologia Brands (R)evolution procura, assim, ajudar a criar gestores e colaboradores de empresas motivados e orientados para a inovação através dos processos criativos do Design. Conclui-se este artigo com uma referência aos primeiros passos da aplicação da metodologia Brands (R)evolution em três campos distintos: empresas, territórios e marcas. ABSTRACT In the year 2009, Charles Darwin would celebrate 200 years old and his most important publication; "The Origin of Species" completes 150 years of its first edition. Perhaps the natural evolution of the human being will take him in a few thousand years to reach the 200 years of life with good physical shape and with total control of his mental faculties. Nowadays that is not possible with humans yet, but that can be achieved in businesses through management competence and dedication to the processes and concepts that are part of the company / brand's " DNA ". As Nowrah described (2006), the DNA of a brand can be understood as a human being, since the DNA of the brand will carry all the characteristics of the body, reflecting each location, concept, reaction, or even the image that is transmitted to society. The Brands (R) evolution methodology intends to help managers and employees to be motivated and business-oriented to innovation through design creative processes. It will enhance managers and employees to acquire specific thinking and design skills to achieve high levels of motivation, combining a creative and enterprising attitude together with their practical skills of management can be stated as highly competitive players, in charge of successful business roles in the market. We conclude this article with the presentation of the first steps for the application of the methodology Brands (R) evolution in three different fields: business, territories and brands.

Creativity is that characteristic of human behavior that seems the most mysterious, and yet most critical to human advancement. It is our objective to deeply understand what creativity is, how it works individualistic or in social terms, how it can be measured in order to amplify the actual knowledge to the design field and contribute to the construction of a model to evaluate creativity within the context of design creations. We also sustain a contribution for a new criteria for evaluating creativity in design that applies, together, a gap analisys method based on SERVQUAL (Parasuraman et al, 1984) where we will evaluate the gap between the intentions of the authors, against the perceptions of a panel of experts (Christiaans, 2002) and the general public perceptions and a quantitative method focused on the observation of results, sales and grown parameters, based on the definition of radical innovation measurements (O'Connor et al, 2003).

This article arguments the need for the creation of two additional new stages to the Design Thinking process (Brown, 2010, Martin, 2009) that emerged from its application to territories. Beyond Inspiration, Ideation and Implementation it is proposed two new stages-designated INVOLVEMENT and INTEGRATION-, as a result of a group of experimental pre-tests conducted in four territories in Portugal, where through the IDEAS(R)EVOLUTION methodology it was intended to generate territorial innovation by applying the processes preconized by Brown and Martin. According to this methodology, tests were conducted with the initial assumptions of co-creation and co-participation, since its implementation is produced by a group of stakeholders that represent the general ensemble of those territorial " live forces ". The objective was the development of an integrated branding and marketing (e.g. brandmarketing) strategy for territorial innovation and development. As a result of the exploratory fieldwork done it was possible to experimentally validate the implementation capacity and applicability of the IDEAS(R)EVOLUTION methodology to territories. It was also concluded that a new area of knowledge emerges and that it should be further developed. This area designated: " Design Thinking for Territorial and Sociological Innovation " , in itself diverse from " Design Thinking for Social Business ". The two new stages proposed, place themselves respectively: the first-designated Preparation-it is upstream from the process and is a result of the need to train and level-up skills with all stakeholders involved in the co-creation having in view to stimulate the collaborative motivation (e.g. involvement) as well as creative and entrepreneurial attitude formation that generate efficient agents of change, thus guarantying the dynamics of design thinking in the territories. For this new step original tools were developed from methods funded in the cognitive psychology science, in the social sciences and creativity methods (e.g. group dynamics and workshops). The second step-designated Validation-, it is downstream from the process, being sequential from the Ideation stage. This step aims at obtaining and validates a large population consensus-being this a sociological territory-for the construction of development strategies and the identification of new opportunities for strategic territorial planning. For this new stage original tools were also developed from the established methodologies, SWOT, DELPHI and TRIZ, aiming at generating consensus and identifying impacts.

With an experimental character, this article seeks to exemplify a approach to generative Design / parametric, interpreting the practice and purposing a new field exploratory in Design. With a great development in the practice of architecture, this new technology has tried to approach the discipline of Design, with a potential of reproducing geometries through complex processes of algorithms. As regards the discipline of design, these new technologies or Design tools, allow the diversity and creative freedom in the construction of forms apparently impossible, which has introduced antagonistic issues about his role in the practice of Design. Even in literary review, is possible identify through authors like Zubin Khabazi, that there is a latent discussion on this approach as a methodology or technology, it is necessary to reflect on the explorative examples that improved its applicability. We present in this article a conceptual model that identifies a possible decoding for the encoding of symbolic elements and significant to use as a reference for parameterization, proposes to develop a process to explore the ways interpreted, with the objective of boosting the process of creativity in Design, making it the most experimental, explorative and interventionist scope for innovation of the forms. Thus, we intend to contribute to the discussion on this new paradigm, centralizing on the evolution of the methodology and in the process of Design, providing these new areas of knowledge either on the stages of finalization of creative processes, either in conceptualization in the development of the idea.

Segundo Kotler (2010) a co-criação e co-participação continuada permite às marcas uma grande
aproximação com os seus clientes, pois esta plataforma facilita na criação de insights e na difusão da
mensagem da marca, melhor que no processo tradicional em que as agências não dispõem da riqueza
de recursos provenientes directamente dos clientes.
Nesse sentido, apresenta-se uma plataforma avançada de activação territorial assente numa
metodologia experimental de aplicação de processos, técnicas e dinâmicas criativas nas organizações, Brands (R)evolution (Mateus at al, 2010), que quando aplicada à economia dos territórios – Land (R)evolution – permite gerar novos sistemas de marca e novos posicionamentos para os locais.
Este estudo experimental foi pré-testado e validado com sucesso em Alvito, onde o processo de ideação em co-criação com as forças vivas do territórios geraram um DNA de Marca focalizado na “Economia da Terra” e na “Economia da Felicidade”.
O factor critico de sucesso é a criação de uma cadeia de valor em Alvito integradora dos três sectores económicos que fundo representa uma orientação para o “local”, capaz de gerar riqueza sustentada no território, introduzido os conhecimento actuais do mercado, dos consumidores, e da distribuição com o objectivo de garantir a autenticidade e a qualificação de origem necessária para diferenciar Alvito, e os seus produtos, no mercado actual.

Este artigo apresenta a metodologia Ideas (R)evolution desenvolvida na
UNIDCOM/IADE que, em parceria com diversos investigadores internacionais e empresas, visa a criação de gestores e colaboradores de empresas, motivados e orientados para a inovação. Através de processos de Design, e fomentando níveis de motivação elevados, de atitude criativa e empreendedora em sinergia com competências concretas ligadas à gestão, promovem-se actores preparados e altamente competitivos dentro das organizações fundamentais ao sucesso. É de salientar ainda a apresentação do Modelo Action Facto(R)y, modelo de acção para a inovação, que tem como base a constituição de equipas criativas, com todos os stakeholders, onde o trabalho é desenvolvido em ambientes de indução e colaboração com recurso a técnicas criativas de raiz científica.

This article presents the " Brand DNA " validation process applied to territorial brands. The process defines the brand's essential characteristics, contributing to its significance in all its dimensions. It proposes a permanent interaction between several important stakeholders and the branding professionals, during the identity definition and contents creation for branding, through co-creation processes. Kotler (2010) says that the continued co-creation processes allow the brands to reach its stakeholders and main market. This platform leads to the input of important insights and the spread of the brand message essence, further than the traditional processes in which the agencies didn't have the same resources provided directly from its customers. The identification of the brand core can be achieved through its " DNA " validation. This way, significant experiences of the brand may be created from the interaction between its stakeholders and experts, which brings value inside an economy of experience. A brand can be compared to a living being, with the particularity that, if it is well managed, it can be eternalized. According to the concept of 'meme', suggested by Dawkins (2003) and extended in Virus of the Mind of Brodie (2010), was developed the BRAND DNA PROCESS ® , wish consist in brand 'meme' validation methodology for corporations or institutions, to support their emotional, market, technique and resilience strategies. This paper demonstrates the BRAND DNA PROCESS ® (GOMEZ et al.,2011) application, which is a methodology developed by LOGO (Laboratório de Orientação da Gênese Organizacional) from the Universidade Federal de Santa Catarina, focused in the determination and/or validation of the " BRAND DNA ". This is done by using co-creation and stakeholders integration techniques to define the memes, which should be used in branding processes. For a better acknowledgement of the process and its 8 steps, it will be presented a case study from Alvito, an Alentejo village from Portugal. This case study represents the process being developed from a territorial branding perspective, referring to an Anholt (2009) that says " territories can only change their image, changing the way they act " .