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zilver on the brand/design interface



our take on the brand / design interface, as presentted to the board and top 50 management of a large dutch supplier to the building industry.

our take on the brand / design interface, as presentted to the board and top 50 management of a large dutch supplier to the building industry.



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  • Dear guest510a2ea0,

    Thanks for your interest in my presentation, I am quite overwhelmed with all the responses I received. I couldn't wish for a greater christmas present ;-)
    I have decided to not make my presentations available for download, because I firmly believe that each user should give his or her personal twist to content like this. However, you can download the two main slides, on branding and design, at my Flickr photostream, see http://www.flickr.com/photos/25197222@N02/ . There is also more content available on http://www.branddriveninnovation.com and http://www.zilverinnovation.com .

    Have a great holiday and all the best for 2009

    cheers, erik
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zilver on the brand/design interface zilver on the brand/design interface Presentation Transcript

  • Design as strategic resource How design can be used to build a brand and to create sustainable value Erik Roscam Abbing MSc Mdm zilver innovation bv 17december 2008 Photo: francesca rose
  • Me (quickly) Industrial Design Engineering Delft Master of Design Management Nyenrode Consultant in ‘Brand Driven Innovation’: … where branding, innovation and design meet Teacher @ TU Delft Teacher @ Eurib Rotterdam & HSLU Lucerne
    • Brands
    • Design
    • The brand design interface
    • Cases from Zilver
    • What does this mean for you?
    • What will this mean for you in the future?
  • So, let’s talk about brands and design
  • Brands first:
  • To some, the brand is just a logo… Photo: captcreate
  • Brands seduce us into buying stuff we don’t need Photo: james@mannequindisplay.com
  • They’re about the image in the mind of the consumer
  • They are spreading capitalism around the globe
  • Brands are all about advertising….
  • But if that were true, how come they’re worth so much?
  • Because they create meaning. And meaning we crave.
  • They drive innovation. And give direction to design Photo: blakie
  • They create focus, especially in B2B businesses.
  • They can even turn around entire companies
  • So: there’s an internal side
  • internal
  • And an external side
  • internal external
  • There’s vision…
  • internal external vision
  • And there’s action
  • internal external vision action the brand is a relationship
  • Now, let’s talk about design
  • Design is expensive and exclusive
  • Design is Jan des Bouvrie
  • Design is the shiny layer around crappy products
  • Design is Droog
  • But design is also about mesmerizing beauty Photo: malingering
  • And the power to achieve the impossible Photo: ruuku h
  • Design solves real problems…and saves lives
  • And it conveys meaning through design semantics
  • Design is multi disciplinary Photo: daphoid
  • And finally, with IKEA, everyone has become a designer Photo: joost v e
  • So: design connects technology….
  • technology
  • … to art….
  • technology art
  • … .and planning….
  • technology art planning
  • … to doing
  • technology art planning doing Design is a connecting process
  • Did you see the parallels ?
  • the brand is a relationship internal external vision action
  • So …. branding & design
  • The brand design interface > brand activation through design > design fulfills the brand’s promise… & the brand provides guidance for design > The trick is to manage the interface… … .between branding, innovation and designmanagement
  • The brand/design interface is like newton’s cradle
  • brand design Photo: francesca rose
  • Some brand & design cases from my own practice
  • Integrated brand & design management for a high-tech, B2B start-up
  • Involving designers in building a relevant and inspiring brand
  • Brand based user research, innovation and concept design
  • B2C B2B low sunk costs high sunk costs 1 stakeholder many stakeholders emotional decision rational +emotional decision short life cycle long life cycle building relationship with seller building relationship with buyer value = experience value = product Company x In the lifestyle consumer product industry Company y In the building supply industry These characteristics guide the way you use design
  • Now, what does all this mean for you?
  • brand activation through design…..
  • … puts design at the core of your organisation….
  • Which means everyone has to understand design!
  • Everyone!!
  • So…..what’s next for your company?
    • Using design as strategic resource
    • Facilitating the brand/design interface
    • Allocating budgets and responsibilities to design
    • Creating stakeholder awareness
    • Integrating design disciplines
    • Measuring design effect
    Design management
    • Where will your company be in 10 years?
    • Will you follow trends or set them?
    • Will you be a partner for your leading customers?
    • Will the your brand lead design?
    • And innovation?
    • R&D?
    • And what will your role be in realising that future?
    Design leadership
  • Thank you! [email_address] www.zilverinnovation.com