Innovation—ideas based on your own needs

Brand Audits Update x Christine Moody*


I have always been an entrepreneur—even before I knew there was a word for it! I started my business when still at University and basically have worked for myself on a range of start ups. I believe working with a variety of clients as well as on a variety of projects in those early days not only gave me valuable work experience, it also exposed me to a variety of CEOs. I was able to observe first hand and at close range, how their leadership style had a direct affect on the entire organisation. It also gave me insights into how they coped with not knowing what was around the corner as far as technology was concerned. But it did not matter as the best leaders ensured that their companies spent time and money on exploring better ways of doing things and being aware what other industries were developing. They also recognised that things that they found annoying (pain points) may also be annoying for their clients so they set about creating new products around solving a problem.

Many of my ideas have come from a personal need or pain point or seeing a problem with a process or product. Every new concept I have developed—from The Wrap Dress (see story below), Designer Law School, and Poppy Cakes—have been an outcome of a an idea inspired by a personal need. So look around your company and spend time with your clients, and most importantly keep your eyes and ears open every time you are out of your office. You will never know where a new idea can come from.

Why I created ‘The Wrap Dress

I made my first Wrap Dress as a versatile staple that I could dress up or down for any occasion. So I could get out the door faster, and still look and feel as fresh and crisp at the end of the day as I did at the start. Something that would have me looking and feeling good, wherever my day took me. The concept grew from a corporate sewing group I started a few years ago—affectionately known as ‘Stitch ’n’ Bitch’! The Wrap Dress style was chosen as the first garment for its simplicity and versatility. And something that would perfectly suit the busy, outgoing women in our group.

I chose a stretch fabric that I later discovered was typically used in swimwear. As it turned out, it perfectly suited the everyday/everywhere/everybody style of garment. I was wrapped in a great idea! Then a friend wanted one. Then another. Then friends of friends. Then people I’d never met. I’ve kept refining the design and make over the years. The beautiful, comfortable, durable, versatile Wrap Dress you see before you is the end result. Complicated lives need simple solutions. The Wrap Dress makes getting dressed, out of the house and on with the day that much easier—and more fun!

*Christine Moody is one of Australia’s leading brand strategists and the founder brand management consultancy, Brand Audits. With more than 30 years’ professional experience, Christine has helped a diverse client base of local and international brands, including Gold Coast City Council, Hilton Hotels, and Wrigleys USA, to develop, protect and achieve brand differentiation.

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