brand driven innovation A practical approach to fulfill brand promise through product innovation Erik Roscam Abbing MSc Mdm & Christa van Gessel MSc Dmi academic conference 2008 Essec business school Paris April 14-15th 2008 tm

What is BDI? Why BDI? How does it work?

establishing the symbiosis between branding innovation and design a method a vision brand driven innovation is:

brand driven innovation is: Using the brand to drive innovation Using innovation to fulfill the brand’s promise Using design to make them tangible

Why?

The brand is a shared vision on the relationship between an organization and its end- user. This brand implies a promise from the organization to the end user to keep that relationship alive. Brand:

Innovation, driven form external factors, is painful and risky. Innovation driven from internal factors becomes growth. Innovation:

We define design as ‘the creation of carriers for meaningful interaction’. Meaningful means authentic and relevant. This meaning is inspired by the brand, and made tangible through design. Design:

How: Bdi in practice

Bringing the brand’s stakeholders together through design research techniques:

identity vision identity vision They meet and build a relationship through brand interaction and behaviour

innovation strategy: Brand based future scenario’s: Extrapolating the brand into the future through scenario/storyboard techniques. Defining innovation roadmaps towards the desired future.

making the brand tangible in 5 layers: design strategy:

bringing design disciplines in tune with each other and with the brand 1. product 2. communication 3. environment 4. behaviour touchpoint orchestration:

Merci! Questions?