Disasters create change. They particularly defined 2005, from the Asian Tsunami to Hurricane Katrina, provoking a drive for innovation, whose essential value is betterment. This manifesto aims to frame some essential truths that contribute to the quality of not only things, but also people and places. Disasters displace, but what is never displaced is the need to make life better. This need, whatever the scale and wherever the setting, is shared by all of us who possess the power to innovate.

Innovation is the critical capability for all organizations trying to succeed in today's marketplace. But the case for innovation cannot be made solely on the basis of the economic value it creates for customers. It is equally important for enterprises and their leaders to embrace the 6 underlying core values of innovation as an integral element for a more vibrant future. This manifesto explores these values and explains how leaders can infuse them into their organizations in various ways.

With Chris Anderson's "The Long Tail" as a jumping off point, Iqbal, a Senior Planning Director with Ogilivy & Mather Advertising, presents why the single-minded brand proposition is an anachronism and will fall out of favor in the future. His paper also details 8 ways marketers and advertising agencies can harness the power of the Long Tail of brand communication.