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? contents

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

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

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

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?

Thank you! [email_address] www.zilverinnovation.com