At Open we identify and examine customer issues. At DNA we deliver on that thinking.

We struggle with the right words to describe the design process, but it is very much about designing and prototyping and making – Jonathan Ive

Making ideas work

The world is awash with money – and false hope.

Aaron Carson June 2010

There are plenty of supposedly “successful” business’s that go bust. In Auckland the Ponsonby Road restaurant with the million-dollar fit-out that gets featured in all the social pages, is the place to be and is packed to the gunnels for three months — and then the doors close. How about the leading fashion publication that is the indicator of style and can do no wrong, but who pulls the pin because they couldn’t pay the printer. And then there’s the fast food chain run by the really “zany” ex ad guys. It’s the talk of the town but goes tits up when they get bored and it all gets a bit hard.

Just because the cash registers are ringing, doesn’t mean there’s money in the bank. So what’s the difference between a great idea and a successful business with staying power? If finding theMaking answer was easy everyone would be doing it, but that doesn’t mean you stop asking the question. It’s also about defining what to invest in — no matter what the short term cost may be.

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What Is Open

Open is a forum for exploring Commercial Intimacy – by looking at what’s evolving in the worlds of consumers, and where this is both challenging and liberating for business.

Open’s goal is to examine trends, issues and innovation, plus be a forum for discussion within the broader topic of Commercial Intimacy.

Follow us at @dna_open

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Who Is DNA?

DNA is 55+ people, 4 disciplines, 2 locations, 21 years old and always curious.

We are insight-led, we question and challenge until we get to the heart of what will deliver the most intimate experiences for your customers in the most valuable and sustainable way for your business.

We have expertise in research, strategy, digital, retail, brand, product development, integrated marketing and internal and external communications. We design great brands; create innovative digital and interactive solutions, retail experiences to take customer intimacy and engagement to new levels – all of which we view within the context of Commercial intimacy.

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