zilver on the brand/design interface

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  • + DanieleZ DanieleZ 3 months ago
    it´s great. Thanks for shearing. =)
  • + leadsimplified LeadSimplified LMS 6 months ago
    This is absolutely great... Thanks.
  • + guest6c1d5a guest6c1d5a 10 months ago
    Heel gaaf deze presentatie! Heb er een post aan gewijd op klatergoud.com.
    Rik
  • + brandriveninnovation Erik Roscam Abbing 10 months ago
    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
  • + guest510a2ea0 guest510a2ea0 10 months ago
    Can u give me the slide?
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zilver on the brand/design interface - Presentation Transcript

  1. 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
  2. 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
  3. So, let’s talk about brands and design
  4. Brands first:
  5. To some, the brand is just a logo… Photo: captcreate
  6. Brands seduce us into buying stuff we don’t need Photo: james@mannequindisplay.com
  7. They’re about the image in the mind of the consumer
  8. They are spreading capitalism around the globe
  9. Brands are all about advertising….
  10. But if that were true, how come they’re worth so much?
  11. Because they create meaning. And meaning we crave.
  12. They drive innovation. And give direction to design Photo: blakie
  13. They create focus, especially in B2B businesses.
  14. They can even turn around entire companies
  15. So: there’s an internal side
  16. internal
  17. And an external side
  18. internal external
  19. There’s vision…
  20. internal external vision
  21. And there’s action
  22. internal external vision action the brand is a relationship
  23. Now, let’s talk about design
  24. Design is expensive and exclusive
  25. Design is Jan des Bouvrie
  26. Design is the shiny layer around crappy products
  27. Design is Droog
  28. But design is also about mesmerizing beauty Photo: malingering
  29. And the power to achieve the impossible Photo: ruuku h
  30. Design solves real problems…and saves lives
  31. And it conveys meaning through design semantics
  32. Design is multi disciplinary Photo: daphoid
  33. And finally, with IKEA, everyone has become a designer Photo: joost v e
  34. So: design connects technology….
  35. technology
  36. … to art….
  37. technology art
  38. … .and planning….
  39. technology art planning
  40. … to doing
  41. technology art planning doing Design is a connecting process
  42. Did you see the parallels ?
  43. the brand is a relationship internal external vision action
  44. So …. branding & design
  45. 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
  46. The brand/design interface is like newton’s cradle
  47. brand design Photo: francesca rose
  48. Some brand & design cases from my own practice
  49. Integrated brand & design management for a high-tech, B2B start-up
  50. Involving designers in building a relevant and inspiring brand
  51. Brand based user research, innovation and concept design
  52. 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
  53. Now, what does all this mean for you?
  54. brand activation through design…..
  55. … puts design at the core of your organisation….
  56. Which means everyone has to understand design!
  57. Everyone!!
  58. 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
  59. Thank you! [email_address] www.zilverinnovation.com

+ Erik Roscam AbbingErik Roscam Abbing, 10 months ago

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