Synopses & Reviews
Branding is not merely advertising. On the contrary, in Brand Driven Innovation, branding is considered to provide a driving vision for sustainable growth for organisations. Nor is innovation seen as merely technological and ground-breaking; instead, it’s considered to be any value that is brought to the market and that helps users to fulfil a purpose.
This book explains how branding can be a driving force for product and service innovations, infusing them with the vision that they need to become relevant, authentic and original. It explores how innovation can help brands fulfil their promise through meaningful manifestations, interactions and experiences, leading to a more durable relationship between organisations and their customers. Crucially, Brand Driven Innovation demonstrates the role that design management can play in connecting the disciplines of branding and innovation, providing the reader with tools, processes and methods to facilitate this relationship.
The first part of Brand Driven Innovation explores existing theoretical ideas in branding, innovation and design management in order to provide you with a solid foundation of knowledge about the subject. In the second, practical half of the book, a four step method is demonstrated that will help you to apply BDI in your own academic or business context.
The book employs practical examples, case studies and interviews from leading individuals and companies throughout, to provide a practical field guide for both students and practitioners alike.
Synopsis
Branding can inspire innovation in products and services, creating value for organizations and consumers alike. This in turn can lead to a durable relationship between brands and customers. "Brand-driven Innovation" explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge.
The book employs a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context.
Synopsis
Explaining how branding can be a driving force for product and service innovations, this book employs practical examples, case studies, and interviews from leading individuals and companies throughout, to provide a practical field guide for both students and practitioners alike.
About the Author
Erik Roscam Abbing (Seattle, US, 1969) is a consultant and teacher in design management, with a strong focus on bringing together the disciplines of branding, innovation and design.
Erik is the founder of Zilver brand driven innovation in Rotterdam, the Netherlands, where he consults for a variety of international clients in the product and service industries, using the thoughts, methods, and tools described in this book.
Erik is also a part time teacher at the school of Industrial Design at the Technological Universtity of Delft, the Netherlands where he develops and teaches classes related to strategic product design and branding on bachelor and master level.
Next to that he is a guest teacher in the Eurib Master of Brand Management programme in Rotterdam and at the design management programme of Hochschule Lucerne, Switzerland, and a module coordinator of the Eurib Master of Design Management programme.
Erik studied Industrial Design Engineering at the Technological University of Delft and Design Management at Inholland/Nijenrode, both in the Netherlands. Erik has worked as a practicing product designer for 10 years before embarking on his design management consultancy.
Table of Contents
Part one: The merging worlds of branding, innovation and designIntroduction to part one: Shifting paradigmsChapter 1: How branding and innovation are connectedThe brand as relationship CASE: A: Innocent Smoothies Innovation as a source for growth CASE: B: Icebreaker A conversation between specialists: Jan Buijs and Igor Kluin on the nature of innovation How branding and innovation are connected How the brand can drive innovation How innovation can fulfill the brand’s promise Conclusion Chapter 2: Design management in the context of brand and innovationThe role of design in executing strategy CASE: C: Fatboy, the Netherlands A conversation between specialists: designing strategies and strategic design Design thinking in the context of branding and innovation A conversation between specialists: design thinking in practice Design research in the context of branding and innovation Why do brands need design? Why does innovation need design? CASE: D: BALTIC Centre for Contemporary Art, UK Conclusion: The role of design in brand-driven innovation Part two: Brand-driven innovation in practiceIntroduction to part two: Brand-driven innovation as a working method for organisationsChapter 3: Human-centred brandingThe role of the brand in brand-driven innovation Means versus ends in branding Form versus content in branding CASE E: OCÉ Human-centred branding: a framework for brands that work CASE: F: PRIVA Skills for human-centred branding: an overview of tools and methods A conversation between specialists: design research and context mapping for branding Conclusion: The brand in brand-driven innovation Chapter 4: Brand-driven innovation strategiesThe role of innovation strategy in brand-driven innovation What is innovation strategy? Brand-driven innovation strategies A conversation between specialists: brand and innovation strategies Building brand-driven innovation strategies CASE: G: Philips Skills for brand-driven innovation strategies: an overview of tools and methods CASE H: FESTO Embedding innovation strategy in the organisation Conclusion: innovation strategy in brand-driven innovation Chapter 5: Brand-driven design strategies The role of design strategy in brand-driven innovation What is design strategy? Brand-driven design strategies A conversation between specialists: brand and design strategies Building brand-driven design strategies Skills for brand-driven design strategies: an overview of tools and methods CASE I: Dapper Fashion, Thailand Embedding design strategy in the organisation CASE J: Etna kitchen appliances Conclusion: design strategy in brand-driven innovation Chapter 6: Touch point orchestrationBrand touch points CASE K: Virgin Atlantic, UK Multi-disciplinary design management Design management and user-generated content Touch point orchestration Service design management CASE L: NLISIS Chromotography Embedding touch point orchestration in the organisation A conversation between specialists: orchestrating touch points to enhance brand and design effect Conclusion: touch point orchestration in brand-driven innovation A timeline of branding, design and innovation
CASE STUDIES AND CONTRIBUTORS
Case studies: Innocent Smoothies, Icebreaker, Fatboy, BALTIC Centre for Contemporary Art, OCÉ, PRIVA, Philips, FESTO, Dapper Fashion, Etna kitchen appliances, Virgin Atlantic, NLISIS Chromotography.
Contributors: Jan Buijs and Igor Kluin;