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Pragma/eurib 080913 Presentation Transcript

  • 1. brand driven innovation Erik Roscam Abbing Msc Mdm Pragma / Eurib, 13 september 2008 www.zilverinnovation.com
  • 2. 1: introduction 2: brand driven innovation 3: break 4: three cases 5: assignment today:
  • 3. Who am I ?
  • 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. Erik in Delft, 1989
  • 6. Erik @ work, 2001
  • 7. Erik @ master of design management, nyenrode, 2005
  • 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
  • 11.
    • This means:
    • creative research and consulting
    • branding
    • innovation strategy
    • design strategy
    • design management.
  • 12. Ready for some theory?
  • 13. Shifts in brand management:
  • 14. Shifts in innovation management:
  • 15. Classical marketing tools don’t suffice. Brands need innovation Brands must keep their promise:
  • 16. Classical innovation tools don’t suffice Innovation needs branding Innovation requires vision:
  • 17. To make the abstract concrete and To make the logical desirable Design has to solve paradoxes:
  • 18. We see the brand as the relationship between an organisation and its end-users. The brand:
  • 19. We see inovation as ambition, the urge to grow towards what you aspire. Innovation:
  • 20. We see design as the creation of carriers for interaction and experience. Design:
  • 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
  • 22. Yeah, right. Gimme some examples!
  • 23. www.nikeplus.com
  • 24.  
  • 25.  
  • 26.  
  • 27.  
  • 28. Brand driven innovation: The process
  • 29.  
  • 30.  
  • 31. organisation end-user add authenticity add relevance
  • 32. the brand the product add proof add soul
  • 33. the organisation the customer/end user marketing/branding product development
  • 34.  
  • 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.
  • 36.  
  • 37. making the brand tangible in 5 layers: design strategy:
  • 38.  
  • 39.  
  • 40. bringing design disciplines in tune with each other and with the brand 1. product 2. communication 3. environment 4. behaviour touchpoint orchestration:
  • 41. 3 cases: sissy boy nlisis mexx
  • 42. sissy boy
  • 43.  
  • 44.  
  • 45.  
  • 46.  
  • 47.  
  • 48.  
  • 49.  
  • 50.  
  • 51.  
  • 52.  
  • 53. nlisis
  • 54. hi-tech startup gas chromatography high ambitions branding innovation strategy design guidelines case 3: NLisis
  • 55. organisation end-user the brand the product
  • 56. internal sensitizing
  • 57. internal session
  • 58. results internal session
  • 59. analysis internal data
  • 60. external sensitizing
  • 61. external session
  • 62. results external session
  • 63. analysis external data
  • 64. next step: brand guide
  • 65.  
  • 66. design guide: main aesthetics
  • 67. design guide: use cues
  • 68. product design management
  • 69. corporate identity development
  • 70. website
  • 71. 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
  • 72. mexx
  • 73.  
  • 74. Now you:
  • 75.  
  • 76. Merci! Questions?