The knew new: Innovation through familiarity

The paper attempts to quantify 'newness', on the understanding that most things that are experienced as new are built on familiar things.

The knew new: Innovation through familiarity

Nick GadsbyLawes Gadsby Semiotics

Introduction

When we describe something as 'new' the meaning appears to be self-evident. Newness is a quality ascribed to something that has come into being only recently as in a 'new-born baby' or a new product or brand, say a new model of car or a new flavour of fruit juice. At the very least something is new if it has never been encountered before, in the same way the American continent was described as the 'New World' when it was encountered by Europeans in the 15thcentury....

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands