Bill Lunderman, VP Global Strategic Brand Design for Colgate-Palmolive, explains what Fresh Thinking means to him.
Hello, I am Bill Lunderman, VIce President, Global Strategic Brand Design, Colgate- Palmolive.
What does fresh thinking mean to you?
Fresh thinking, to me, is being able to be completely free. For me, it's a little bit like being a 3 year old, because that, to me is really fresh thinking. 3 year olds come around and they always have the same question, over and over and over. Because no matter when you answer the question, they ask the question again, which is why?
What is an example of fresh thinking?
I would say that some of the things that you see products on shelf, where they're beginning to use things in a different way. Colors are becoming brighter. That is because of the influence of the internet. So when marketers and designers suddenly start to use those bright colors, they understand that fresh thinking is coming from none of those non-traditional places. Where the influence on package design, at one time they came only rom nature or from architecture. But if you look now you'll start to see more geometric shapes, squares and things like that, which are indicative of the internet.
What inspires your fresh thinking?
My inspiration for fresh thinking. I believe that I am a multisensory person so I go everywhere. Disco roller skating is something that's coming back and recently I went to a roller rink and watching the people zoom around and being apoart of experiencing the music and the fun and enjopyment of that. I go to the internet, of course, but explore those places that you wouldn't expect to explore. All types of things. Read articles, but that, to me, is really not fresh thinking. What it is? It's enhancing the thought sand giving you the ability to turn loose and then to start asking why.