Gastcollege Tu 080916


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my guest lecture for the second year industrial design course strategic product innovation, september 17th 2008.

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Gastcollege Tu 080916

  1. 1. brand driven innovation The strategic connection between branding, innovation and design Erik Roscam Abbing Msc Mdm TU delft, 17 september 2008
  2. 2. 1: introduction 2: brand driven innovation 3: break 4: cases today:
  3. 3. Who am I ?
  4. 4. 1969: born seattle, US 1988-1995: industrial design engineering, delft 1995-1997: flex the innovation lab 1997-1999: axys innovations 1999-2006: zilver product design 2003-2005: master of design management 2005: teacher SPD, tu delft 2006: zilver brand driven innovation 2006: module co-coordinator Eurib MBM/MDM @home: married to karine, 2 kids, rotterdam ? who am I ?
  5. 5. Erik in Delft, 1989
  6. 6. Erik @ work, 2001
  7. 8. 1: redefine the nomad brand 2: redesign the nomad collection our challenge:
  8. 9. redefining the brand:
  9. 10. the more we travel, the closer we get
  10. 11. how does this brand relate to my everyday work and to NPD in particular? issues:
  11. 12. from brand to NPD: half a year, 2 days/week innovation management brand management portfolio management designmanagement design in the fuzzy front end! clothing packs & bags daypacks global family gear shoes sleeping mats tents sleeping bags
  12. 13. <ul><li>brand > target group </li></ul><ul><li>brand > product usp’s </li></ul><ul><li>brand > product portfolio </li></ul><ul><li>brand > use cues </li></ul><ul><li>brand > product styling </li></ul>from abstract to concrete
  13. 14. initial npd project:
  14. 15. products in the new collection:
  15. 16. conclusions nomad case Redefining the brand is only the beginning of the journey. The destination is the smile on that customer’s face when the brand promise is fulfilled with meaningful product experiences
  16. 17. conclusions nomad case <ul><li>traditional brand formats arent’t usable </li></ul><ul><li>the brand is a match between user insights and orginisational DNA </li></ul><ul><li>translation to products requires design attitude </li></ul><ul><li>the brand should be manifest in all touchpoints </li></ul>
  17. 18. Erik @ master of design management, nyenrode, 2005
  18. 19. Erik @ work, yesterday Clients: Mexx Trespa international Fatboy Tu delft Nomad Nlisis Dkb
  19. 21. our mission is brand driven innovation: We focus on the sybiosis between branding innovation design
  20. 22. Ready for some theory?
  21. 23. <ul><li>Shifts in brand management: </li></ul><ul><li>From creating to fulfilling promise </li></ul><ul><li>From owned by marketing to owned by everyone </li></ul><ul><li>From the end of the process to the beginning of the process </li></ul><ul><li>From focus on internal strengths or external opportunities to relationship </li></ul>
  22. 24. <ul><li>Shifts in innovation management: </li></ul><ul><li>From external to internalized drivers </li></ul><ul><li>From reactive to proactive attitude </li></ul><ul><li>From design at the end to design at the beginning </li></ul><ul><li>From pushing technology to creating value </li></ul>
  23. 25. <ul><li>Shifts in design management: </li></ul><ul><li>From specialized to multi-disciplinary </li></ul><ul><li>From design practice to design thinking </li></ul><ul><li>From design as outcome to design as input </li></ul><ul><li>From design in isolation to design as linking force </li></ul>
  24. 26. Classical marketing tools don’t suffice. Brands need innovation Brands must keep their promise:
  25. 27. Classical innovation tools don’t suffice Innovation needs branding Innovation requires vision:
  26. 28. To make the abstract concrete and To make the logical desirable Design has to solve paradoxes:
  27. 29. We see the brand as the relationship between an organisation and its end-users. The brand:
  28. 30. We see inovation as ambition, the urge to grow towards what you aspire. Innovation:
  29. 31. We see design as the creation of carriers for interaction and experience. Design:
  30. 32. brand driven innovation is: To use the brand to drive innovation To use innovation to fulfill the brand’s promise To use design to connect and bridge
  31. 33. Some examples:
  32. 34. ‘ The bionic learning network’
  33. 37. some cases from zilver:
  34. 40. nlisis
  35. 41. <ul><li>hi-tech b2b startup </li></ul><ul><li>gas chromatography </li></ul><ul><li>high ambitions </li></ul><ul><li>branding </li></ul><ul><li>innovation strategy </li></ul><ul><li>design guidelines </li></ul>NLisis
  36. 42. organisation end-user the brand the product
  37. 43. internal session
  38. 44. results internal session
  39. 45. analysis internal data
  40. 46. external session
  41. 47. results external session
  42. 48. analysis external data
  43. 49. next step: brand guide
  44. 51. design guide: main aesthetics
  45. 52. design guide: use cues
  46. 53. product design management
  47. 54. corporate identity development
  48. 55. website
  49. 56. mexx
  50. 57. Fashion brand with a new owner 300+ designers Brand usability: Form values to inspiration Online/offline design research Mexx
  51. 59. Wrap up <ul><li>Develop fantastic design skills </li></ul><ul><li>Stay connected! </li></ul><ul><li>Be curious and emphatic </li></ul><ul><li>Enjoy! </li></ul><ul><li>[email_address] </li></ul>
  52. 60. Merci! Questions?
  53. 61. Brand driven innovation: The process
  54. 64. organisation end-user add authenticity add relevance
  55. 65. the brand the product add proof add soul
  56. 66. the organisation the customer/end user marketing/branding product development
  57. 68. Brand based innovation strategy: How can the brand promise be fulfilled in the future? What are the innovation opportunities captured within the brand relationship? Brand based future scenarios Brand roadmaps Branded search fields
  58. 70. Brand based design strategy: How can this fulfillment be made tangible? How can we allocate design resourses and diciplines strategically? Design layers Consumer journeys Design resource allocation
  59. 71. making the brand tangible in 5 layers: design strategy:
  60. 73. bringing design disciplines in tune with each other and with the brand 1. product 2. communication 3. environment 4. behaviour touchpoint orchestration: