Intersect ideas. Create something different

For us the intersection is where the best action is. It's where 'distinctive' happens and uniqueness is able make its way to the forefront of today's marketplace of ideas. It's where brands are able to differentiate themselves and truly stand apart from the crowd.

For example...

Cirque du Soleil - the intersection of theater, the circus and storytelling...peerless in the market.

Apple - the intersection of  design, technology and media...peerless in the market.

Innocentive - the intersection of R&D and crowdsourcing...peerless in the market.

Gatorade - the intersection of science, sports and flavored beverages...peerless in the market.

Now the intersection isn't necessarily the only path to differentiation, but if you delve into  it, you'll  find a compelling argument for it as a strategy.

A few months back I came a cross a really exciting intersectional idea: The BMW Guggenheim Lab. World renowned and innovative automaker meets modern and contemporary international art museum. The sound of that is just dynamic.

The Lab is a long-term global collaboration that will span six years of programmed activities that will engage people in nine major cities across the globe.  The BMW Guggenheim Lab is conceived as an innovative movable structure that will travel from city to city, bringing together ambitious thinkers and becoming a public place for research, experimentation, and the sharing of ideas about major issues affecting urban life. The BMW Guggenheim Lab will be a space for the playful exploration of the challenges and opportunities of the cities of today, and the creation of forward-looking concepts and designs for the cities of tomorrow.

In my last post I talked about how with the explosion of social media and the changing of the market place, many conversations are missing the forest for the trees. In today's market you increase your possibilities for remarkable and unique when you begin thinking beyond tweets, likes, and how to go viral. There's opportunities for new kinds of value when you move beyond just digital. These two forwarding thinking brands are converging to produce something creative, fresh and imaginative.

If you're looking for places that are exploring different and exciting breakthrough ideas...the BMW Guggenheim Lab might be just what the doctor ordered.