Companies need to be innovative to get their brands noticed – among customers, partners, employees – and ultimately to thrive from a business perspective. And this concern for innovation shows, at least on paper. In 2012, a report by The Wall Street Journal that remains relevant and cited today reported interesting infographics: over 250 books published in the last 90 days had the word “innovation” in the title, 43% of the companies surveyed had a Chief Innovation Officer, and the term “innovation” was one of the most used words in financial reports of U.S. public companies. In sum, we have been hearing the term “innovation” everywhere and have been made to believe in its importance for almost two decades. Yet, while we all have a sense that innovation is not the privilege of the Silicon Valley, MIT, or Japanese research labs, and that it does not necessarily relate only to product features, the actual meaning of the notion remains somehow nebulous and difficult to pin down. So who else than the innovation culture guru Duncan Wardle, based in the U.S., to talk about this essential topic today? Having worked at Disney for 25 years, most recently as Head of Innovation and Creativity, Duncan now serves as an independent innovation consultant, and founder of the company ID8 & Innov8, helping companies embed a culture of innovation and creativity. His unique process called “Design Thinking” helps people capture unlikely connections, leading to both fresh thinking and revolutionary ideas. Leaning on his experience at Disney, Duncan's unique approach not only places the end user at the core of the creative process but also looks in new places to uncover insights for innovation and truly disruptive ideas. Unsurprisingly, Duncan is a multiple Ted X speaker and contributor to Fast Company magazine. He teaches Innovation and Design Thinking Masterclasses at various universities including Yale University, in the U.S.  This episode of Brand&New is sponsored by Brainbase. Every two weeks, on Tuesday, Brand & New gives the floor to inspiring individuals, with a 360-degree vision, to help brand owners, intellectual property lawyers, and marketing and finance professionals (and beyond!) stay curious and agile in an ever-evolving business environment. Brand & New is a production of the International Trademark Association Hosted by Audrey Dauvet Contribution of M. Halle & S. Lagedamond - Music by JD Beats This episode of Brand&New is sponsored by Brainbase. FOR MORE INFORMATION, VISIT INTA.ORG To go further: About Duncan Wardle (link to https://duncanwardle.com/meet-duncan-wardle/) Also of interest: TEDxAUK:  The Theory of Creativity with Duncan Wardle (link to https://www.youtube.com/watch?v=_8MwiGYzlyg) TEDxBocaRaton:  Creating Relationship Magic! with Duncan Wardle (link to https://www.youtube.com/watch?v=-ungpMy1KzM) Fast Company: Four Ways to Set Your Next Brainstorm Up for Success (link to https://duncanwardle.com/four-ways-to-set-your-next-brainstorm-up-for-success/) INTA Brand&New episode with Shelly Lazarus: https://www.inta.org/podcast/branding-meets-innovation/ Harvard Business Review: The One Good Thing Caused by COVID-19—Innovation (link to https://hbswk.hbs.edu/item/the-one-good-thing-caused-by-covid-19-innovation) Forbes: Seven Steps&