Gastcollege Tu 080916

brand driven innovation The strategic connection between branding, innovation and design Erik Roscam Abbing Msc Mdm TU delft, 17 september 2008 www.zilverinnovation.com

1: introduction 2: brand driven innovation 3: break 4: cases today:

Who am I ?

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 ?

Erik in Delft, 1989

Erik @ work, 2001

1: redefine the nomad brand 2: redesign the nomad collection our challenge:

redefining the brand:

the more we travel, the closer we get

how does this brand relate to my everyday work and to NPD in particular? issues:

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

brand > target group

brand > product usp’s

brand > product portfolio

brand > use cues

brand > product styling

from abstract to concrete

initial npd project:

products in the new collection:

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

conclusions nomad case

traditional brand formats arent’t usable

the brand is a match between user insights and orginisational DNA

translation to products requires design attitude

the brand should be manifest in all touchpoints

Erik @ master of design management, nyenrode, 2005

Erik @ work, yesterday Clients: Mexx Trespa international Fatboy Tu delft Nomad Nlisis Dkb

our mission is brand driven innovation: We focus on the sybiosis between branding innovation design

Ready for some theory?

Shifts in brand management:

From creating to fulfilling promise

From owned by marketing to owned by everyone

From the end of the process to the beginning of the process

From focus on internal strengths or external opportunities to relationship

Shifts in innovation management:

From external to internalized drivers

From reactive to proactive attitude

From design at the end to design at the beginning

From pushing technology to creating value

Shifts in design management:

From specialized to multi-disciplinary

From design practice to design thinking

From design as outcome to design as input

From design in isolation to design as linking force

Classical marketing tools don’t suffice. Brands need innovation Brands must keep their promise:

Classical innovation tools don’t suffice Innovation needs branding Innovation requires vision:

To make the abstract concrete and To make the logical desirable Design has to solve paradoxes:

We see the brand as the relationship between an organisation and its end-users. The brand:

We see inovation as ambition, the urge to grow towards what you aspire. Innovation:

We see design as the creation of carriers for interaction and experience. Design:

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

Some examples:

‘ The bionic learning network’

some cases from zilver:

nlisis

hi-tech b2b startup

gas chromatography

high ambitions

branding

innovation strategy

design guidelines

NLisis

organisation end-user the brand the product

internal session

results internal session

analysis internal data

external session

results external session

analysis external data

next step: brand guide

design guide: main aesthetics

design guide: use cues

product design management

corporate identity development

website

mexx

Fashion brand with a new owner 300+ designers Brand usability: Form values to inspiration Online/offline design research Mexx

Wrap up

Develop fantastic design skills

Stay connected!

Be curious and emphatic

Enjoy!

[email_address]

Merci! Questions?

Brand driven innovation: The process

organisation end-user add authenticity add relevance

the brand the product add proof add soul

the organisation the customer/end user marketing/branding product development

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

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

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: