Check Out The Latest Inside Innovation

The September 10, 2007 issue of BusinessWeek contains the latest IN:Inside Innovation supplement. If you don’t have the paper issue handy the supplement is available in online format. The focus of this edition of IN is collaboration. Featured articles include ones that explore how IBM gets its innovation networks to work, how 10 top innovators use cross pollination to draw inspiration from crossing the boundaries of their own professions, and how twenty-somethings are transforming social sites into business networks.

An article that should be read by librarians is the one on brand hijacking. That refers to situations when customers take over the brand to conduct negative attacks on the product or institution. Yes, it’s true that most libraries don’t even know what their brand is, let alone offer one that the hijackers would want. But there is some good advice here for libraries that want to use branding to build better relationships with the members of their institution (be authentic and honest; listen to consumers; and get more involved with user communities). There are some good, brief examples of making things work better with design.

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