Pragma/eurib 080913

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Pragma/eurib 080913

  1. 1. brand driven innovation Erik Roscam Abbing Msc Mdm Pragma / Eurib, 13 september 2008 www.zilverinnovation.com
  2. 2. 1: introduction 2: brand driven innovation 3: break 4: three cases 5: assignment 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. 7. Erik @ master of design management, nyenrode, 2005
  8. 8. Erik @ work, yesterday Clients: Mexx Trespa international Fatboy Tu delft Nomad Nlisis Dkb
  9. 10. our mission is brand driven innovation: We focus on the sybiosis between branding innovation design
  10. 11. <ul><li>This means: </li></ul><ul><li>creative research and consulting </li></ul><ul><li>branding </li></ul><ul><li>innovation strategy </li></ul><ul><li>design strategy </li></ul><ul><li>design management. </li></ul>
  11. 12. Ready for some theory?
  12. 13. Shifts in brand management:
  13. 14. Shifts in innovation management:
  14. 15. Classical marketing tools don’t suffice. Brands need innovation Brands must keep their promise:
  15. 16. Classical innovation tools don’t suffice Innovation needs branding Innovation requires vision:
  16. 17. To make the abstract concrete and To make the logical desirable Design has to solve paradoxes:
  17. 18. We see the brand as the relationship between an organisation and its end-users. The brand:
  18. 19. We see inovation as ambition, the urge to grow towards what you aspire. Innovation:
  19. 20. We see design as the creation of carriers for interaction and experience. Design:
  20. 21. 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
  21. 22. Yeah, right. Gimme some examples!
  22. 23. www.nikeplus.com
  23. 28. Brand driven innovation: The process
  24. 31. organisation end-user add authenticity add relevance
  25. 32. the brand the product add proof add soul
  26. 33. the organisation the customer/end user marketing/branding product development
  27. 35. innovation strategy: Brand based future scenario’s: Extrapolating the brand into the future through scenario/storyboard techniques. Defining innovation roadmaps towards the desired future.
  28. 37. making the brand tangible in 5 layers: design strategy:
  29. 40. bringing design disciplines in tune with each other and with the brand 1. product 2. communication 3. environment 4. behaviour touchpoint orchestration:
  30. 41. 3 cases: sissy boy nlisis mexx
  31. 42. sissy boy
  32. 53. nlisis
  33. 54. hi-tech startup gas chromatography high ambitions branding innovation strategy design guidelines case 3: NLisis
  34. 55. organisation end-user the brand the product
  35. 56. internal sensitizing
  36. 57. internal session
  37. 58. results internal session
  38. 59. analysis internal data
  39. 60. external sensitizing
  40. 61. external session
  41. 62. results external session
  42. 63. analysis external data
  43. 64. next step: brand guide
  44. 66. design guide: main aesthetics
  45. 67. design guide: use cues
  46. 68. product design management
  47. 69. corporate identity development
  48. 70. website
  49. 71. conclusions nlisis case <ul><li>brand derived from research through design </li></ul><ul><li>brand driven innovation and design </li></ul><ul><li>multidisciplinary & brand based design management </li></ul><ul><li>2x best of show award </li></ul><ul><li>Nominated Design Management Europe award </li></ul>
  50. 72. mexx
  51. 74. Now you:
  52. 76. Merci! Questions?

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