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The Dream Cafe: Lessons in the Art of Radical Innovation by Duncan D. Bruce, Dr Geoff Crook

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OORGANIC

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The Dream Café is future focused. We are constantly looking for clues, talking, debating, imagining and dreaming about the big agendas that are going to influence the future of brands. And we are convinced that ORGANIC will become one such major theme substantially influencing the world of brands. This section reveals some of the clues that have informed our forecast.

The Oxford English Dictionary gives priority to the predictable association of the word ‘organic’ with food production. However, it also includes a broader refining ion which resonates with our beliefs at The Dream Café: ‘Denoting or characterised by a harmonious relationship between the elements of a whole’.

Our definition of organic is not limited to food or textile sources that are farmed and processed without the additions of chemicals and genetic modification. We also embrace a concept that includes asymmetric aesthetic forms and functions, along with biomimicry. Something organic has the ability to act as a key metaphor for a range of emerging agendas, like integrity, that we have already touched on. We relate to the holistic implications of the term.

Organic is used to reference the existence, or intention, of achieving nourishing links between constituent parts of a whole in a number of contexts. This has countless implications for the future of brand innovation – ranging from the need to manage ...

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