brand driven innovation Erik Roscam Abbing Msc Mdm Pragma / Eurib, 13 september 2008 www.zilverinnovation.com

1: introduction 2: brand driven innovation 3: break 4: three cases 5: assignment 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

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

This means: creative research and consulting branding innovation strategy design strategy design management.

This means:

creative research and consulting

branding

innovation strategy

design strategy

design management.

Ready for some theory?

Shifts in brand management:

Shifts in innovation management:

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

Yeah, right. Gimme some examples!

www.nikeplus.com

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

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:

3 cases: sissy boy nlisis mexx

sissy boy

nlisis

hi-tech startup gas chromatography high ambitions branding innovation strategy design guidelines case 3: NLisis

organisation end-user the brand the product

internal sensitizing

internal session

results internal session

analysis internal data

external sensitizing

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

conclusions nlisis case brand derived from research through design brand driven innovation and design multidisciplinary & brand based design management 2x best of show award Nominated Design Management Europe award

brand derived from research through design

brand driven innovation and design

multidisciplinary & brand based design management

2x best of show award

Nominated Design Management Europe award

mexx

Now you:

Merci! Questions?