ABSTRACT
Innovation design can be viewed as a process of translation, from soulless technology to High End benefits, from creative talent to corporate management, from 'what if' to 'wow'. Thanks to digital technologies, you and just about anyone with a computer can design the party experience, record it, edit it, and then play it to your heart's content, or invite others, willing or unwilling, to share the moments. After introducing its new brand promise sense and simplicity, Philips turned to design to explore tangible yet inspirational ways that could communicate the brand promise. Thousands of people have visited the Simplicity events, including media, design experts, customers, marketing gurus and industry thought leaders, and joined Philips in conversation. The designer is a social antenna, capturing the essence of the times, and then recasting that essence into practical, profit-making applications that speak to people's senses and minds.
