“In __ , once you’ve got something, you’re already thinking about what’s next. Maybe it’s a little hysterical. Now, every day I’m thinking about change. It’s a constant anxiety that is probably a reflection of society’s anxiety in general. The big deal about __ is really very recent, this frantic pursuit of newness. It may be a good thing, or a bad thing, but it’s really defining this moment.”

What do you think fits in the blanks of this quote? Although they could be filled with many words (digital marketing, mobile devices, restaurants, mechanical engineering, packaged goods, etc.), the original word is “fashion,” and the author of the quote is Miuccia Prada, as she describes her design process for her namesake label. I was struck by the universality of this mindset. I’ve heard it in murmurs, read it in blogs, encountered it in client projects at KA+A, and felt it within myself – this desire to be “new and different.”

In the new book, Prada, Miuccia Prada talks about how she led her house of design to global recognition:

“I am interested in communicating with the world by selling to many people. It’s much more challenging. And so it’s about having to deal with opposites: with sophistication because, of course, I like it and it’s part of my story, but also with being in contact with the world.”

This yearning observation and curiosity about culture and society allows Prada, the person and the brand, to bear the torch of modernity.

Being new and different isn’t just of the moment, though. It’s a long-term, lifestyle commitment that needs to be supported by a strong brand to be viable. Prada wasn’t an overnight success. It took at least 10 years before the world took notice of the designer’s unassertive look that combined “traditional good manners and an ultramodern industrial sleekness.” And according to Miuccia, it has been constantly on her mind ever since. How do we know if she’s successful? Just listen to the comments in this video reporting her Spring 2010 RTW Collection.

This desire to be new and different isn’t just limited to the runway. The community of brand and experience design, is also challenged to pursue innovation, while at the same time staying true to the brand. So how do we approach and achieve newness? Here’s a short list that I’ve identified so far:

• Challenge existing constructs to uncover problems.
• Observe how people interact with the product or service to understand how it might be improved.
• Adaptation. Seek inspiration from other success stories, regardless of industry.
• Focus on ideas that add real economic value to a product.
• Rapid Iteration.

As you go through this process, and pursue newness, don’t change for the sake of change. Make sure it moves you closer to realizing your vision. And above all, stay true to your brand. Infamous attempts like New Coke and Ford’s Edsel show the grim picture of what happens when you stray too far from brand expectations.