Experience creates an appetite

What's on your menu?

手まり寿司 Temari sushi served at Honey Michikos

Every company has a culture. And one that has its own unique taste. 

One that is not quite the same, each in its own shape and colour, neatly packaged and tastefully delivered.

It doesn't matter if you are the new kid around the block or an aspiring eatery with eclectic taste, you are aiming for that Michelin star, or at least, you'd want to be 'cooking' it right.

Whether your guests hail from the Americas to Asia, be they Iranians or Belgians - you want their minds blown. You'd want to be making it so irresistibly good.

If you got the price right and served the way people like it, you'd be making their lives taste better. They could be 'dining' on your product or service for years to come.

You hope?

Nope.

You would want to keep things fresh. You would trawl the markets for the most seasonal. You would not stop dreaming up new flavours, test new taste buds. You would continue to roll out your gourmet best - in just as many ways, as possible.

That’s what the best chefs have always done. Because they know, their customers will always ask, "What's cooking next?"

You would want them to keep coming back for seconds or thirds and if you're very, very lucky, they might just bring their entire clan.

You'd be a household name.

Dine in - it can be quite an experience.

 

The Economist of Ideas

When you write a book, you need to have more than an interesting story. You need a strong desire to tell the story. And that analogy is almost parallel to creating meaningful yet desirable brands.

There is never a typical route when one is looking for ideas. You can look at things that one often takes for granted or pulling information in a way that is both intelligent and accessible.

But looking at things in an entirely new way requires a new pair of lens - one that is constantly tested and changed. Be daring, for we are challenged.

People sometimes act as if you go to the epicentre of Cool, the idea comes unchanged from one direct channel and spreads everywhere. It almost never happens that way. The earliest adopters takes an idea and uses it in a form that the rest of us would never use, because we’re not interested in the extreme embodiment of some new idea. We’re more interested in something that fits our lives.

Culture is vested in our lifestyle - be it the environment, services or things. They have to be worthwhile, essential and almost maverick in an every day sort of way. They should not just reflect in the way our culture likes to think about itself, but awake the dreams of a next generation.

We are all made for meaning - one that has purpose and fulfilment. And by realising that life is not linear, that you can always go back, change and set new standards. And when we start to think differently, we start to see different options and possibilities. And brands are just expressions of that philosophy.

Welcome to the economy of Ideas.