The Dream CafeLessons in the Art of Radical Innovation
Get out of the office and dream! To keep your brand innovative you need to feed your creative spirit and the office is not the place to do that. So get out, disrupt and reimagine the status quo, get into a café and dream. Recreating the convivial, collaborative, creative world of the avant-garde the guys at The Dream Café have developed a fresh, new approach which is being used by major brands and businesses to great success. They create actual Dream Café locations – settings which encourage freedom of thought and collaboration. Explaining how space and process can be harnessed to produce the kind of unanticipated multicultural and interdisciplinary encounters that lead to unpredictable outcomes. Now, for the first time, the innovation consultants at The Dream Café have made their model and methods available to us all in this exciting new book. Focuses on the urgent need to enable major brand businesses to formulate, refine, and deliver the big brand idea that will disrupt and redefine the market Shows how to innovate and stand out by embracing risk and innovation Equal parts inspiration and practical implementation The concept covered is currently being used extensively by major global brands and companies
Preface vii A: Avant-Garde 1 B: Belligerence 11 C: Chaos 21 D: Dreaming 27 E: Experimentation 35 F: Fusion 47 G: Gut Reaction 55 H: Habitat 65 I: Imagination 77 J: Jest 83 K: Kinetic 91 L: Love 101 M: Multi-Sensory 113 N: Noticing 125 O: Organic 133 P: Prediction 145 Q: Questions 157 R: Risk 167 S: Synergy 177 T: Tripping 187 U: Understanding 197 V: Verification 209 W: Wonder 219 X: X-Rated 227 Y: Yearning 237 Z: Zeitgeist 245 Conclusions 253 Endnotes 263 Index 265
“I enjoyed this book and think it works well as a volume of ideas and innovation wisdom” (Cambridge Business, July 2015)
Duncan D. Bruce is a consultant and author of Brand Enigma who has established a truly alternative approach to brand building, informed by over 25 years of creative and strategic experience in empowering the communication, creative and cultural needs of blue chip business and brands.Dr Geoff Crook is an artist and research innovator who is committed to changing hearts and minds in ways that allow transformational change in the marketplace. He has a PhD in multi-sensory aesthetics and created and ran the Masters in Applied Imagination at Central St Martin’s School of Art. Geoff ’s decision to co-create The Dream Cafe as a location for brand innovation was informed by his realization that there was a real opportunity to construct synergy between disruptive creativity and market need.
Feed your creative spirit! The key to business success and growth is innovation. But how do we become innovative? Creating the future means forgetting the rules that confine us and using our imagination to take inspired risks. Embracing collaboration and uncertainty has long been a vital ingredient of success, beginning with the creative thinkers and doers of the avant-garde whose ideas and creativity thrived in café society. The Dream Café shows how businesses can learn from these counter-logical and irreverent ways. This book is a unique compendium of attitudes and techniques that will allow business leaders to survive and prosper in an unpredictable future. These tried-and-tested principles, already in practice at leading global brands, will enable you to formulate, refine and deliver big brand ideas that will disrupt and redefine the market.
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