It's not only a question of the message

"Here then is yet another new word, innovage, born of the marriage of 'innovation' and 'vintage'... For something novel to be truly innovative it has to have far-reaching and durable cultural significance. Born as it is of the marriage of 'innovation' and 'vintage', innovage may seem a bit of a fadish catchword. But it also conveys a deeper meaning in line with the times we are living in, namely the age of innovation. When thus considered, it suggests sweeping structural changes we are undergoing in all fields, and at the same time how the past can help us cope with them. After all, the past and the future must at some point meet, and this could be a good reason for this neologism success. Why? Because when a number of individuals are sold on a novelty and make it their own, thus decreeing its success, there are many interrelated factors at work; it's not only a question of the message; its credibility; its history; its sense of the future it embodies. If a firm puts out something new and original on the market, it must be careful to do so in an intelligible, credible and easily recognisable manner. That's essentially what a brand's goodwill and hence value boils down to."

Luca De Biase. Italian journalist.