Dmi Bdi 080411

Slide 1: brand driven innovation tm 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

Slide 2: What is BDI? Why BDI? How does it work?

Slide 3: brand driven innovation is: establishing the symbiosis between branding innovation and design a method a vision

Slide 4: brand driven innovation is: Using the brand to drive innovation Using innovation to fulfill the brand’s promise Using design to make them tangible

Slide 5: Why?

Slide 6: Brand: 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.

Slide 7: Innovation: Innovation, driven form external factors, is painful and risky. Innovation driven from internal factors becomes growth.

Slide 8: Design: 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.

Slide 9: How: Bdi in practice

Slide 12: Bringing the brand’s stakeholders together through design research techniques: product development the customer/end user the organisation marketing/branding

Slide 13: identity vision vision identity They meet and build a relationship through brand interaction and behaviour

Slide 15: innovation strategy: Brand based future scenario’s: Extrapolating the brand into the future through scenario/storyboard techniques. Defining innovation roadmaps towards the desired future.

Slide 17: design strategy: making the brand tangible in 5 layers:

Slide 19: touchpoint orchestration: bringing design disciplines in tune with each other and with the brand 1. product 2. communication 3. environment 4. behaviour

Slide 20: Merci! Questions?