ThoughtForm has formed a new partnership with SDLC Partners, a renowned provider of customized digital solutions. This partnership offers a new and powerful approach to executing and delivering innovation that addresses three paths at once: strategy, technology, and culture—all powered by design thinking.

Ambiguity is bad for business. When an idea is too “fuzzy,” people don’t get it, don’t know what to do with it, and eventually lose interest and move on.

Your brand is more than your logo and name. It also includes your position in the market, your vision, your architecture of offerings, your culture, and your voice. It is how your audience feels about you and what they expect from you.

Design thinking is an integral part of a successful innovation process. In fact, design is innovation and that using design thinking is the only way to reliably innovate. Design thinking unlocks true innovation within an organization.

When we talk about brand architecture, there are two very distinct views. There is the identity that is visible to consumers—the external facing brand in front of the curtain. And just behind the curtain, there are resources and systems that influence the brand internally. One can’t exist without the other, and overall brand success depends on the unique purposes and participants on both sides.

Consumer research sometimes gets a bad rap publicly. Its demand on resources can be enormous. Consumer research might even lead teams down the path towards developing a better iron lung instead of the polio vaccine. Nevertheless, if you find yourself asking “What do my consumers want?” conducting consumer research can provide valuable insight.