Pheromone Lab

Day 6 – Designing the unknown : the CK method

dans

Auteur:

andree

By Armand Hatchuel, Ecole des mines de Paris

Theme: How the creativity is used by engineering schools.
Why engineering schools?Because they focus on solving problems.

CK theory is based on modern maths. It is a systematic method
invented by the mathematician Paul Cohen in the 1960′s.
C = concept space
K = knowledge space

Use your knowledge to associate new attributes and create a new meaning to existing objects.

Telecom and civic creativity fusion – HEC Mosaic (day 5)

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Auteur:

florin

Campus Bell, Île-des-Sœurs, SAT (Société des Arts Technologiques)

HEC-Mosaic. Day 5. The evolution of brands, by Jean-Jacques Streliski

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Auteur:

andree

The brand of yesterday was easy to understand and previsible.

Creativity is not a process. We are condemned to be creative.
It’s a starting point. A must. A mental posture.

Advertising in the 80′s was easy. Today is completely crazy.

Brand is only perception. It has no reality.
It has to communicate values.
Brands are now evolving in a very complex egosystem for tribal and disciplined targets.

A brand is:
Identity
Vision
Expression
Reputation
Experience

HEC-Mosaic. Day 5. Bell branding

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Auteur:

andree

Rick Seifeddine
Senior vice-president Brand strategy

Operating revenue mix
Wireless 30%
TV/fiber 11%
wireline internet 27%
Media 12% (acquisition of CTV)
Wireline voice 20%

Bell 46%
Telus 29%
Roger 25%

Brand requirements 2008 :
English/French
Business/customer
Internal/External
Narrative legs
Easily recognized/simple trigger
Bell centric
Consistent

Hec-Mosaic Jour 5 – Visite Centre de solutions Bell

dans

Auteur:

andree

8:00. Meeting at Square Phillips Hotel, direction Nun’s Island, where the Bell offices are situated.

After a tour to Rive-Sud (the bus missed the exit to Nun’s Island…), we were received with good coffee, Tim bits, croissants and fruits.

First presentation:Francois Morin, Senior Director, businee communications
Revenue 18 billions $
22 M customer connections
50 000 employees
Entreprise value 39 billions

Goal : to be recognized by customers as Canada’s leading communications company.