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.

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

4. So, let’s talk about brands and design

5. Brands first:

6. To some, the brand is just a logo… Photo: captcreate

7. Brands seduce us into buying stuff we don’t need Photo: james@mannequindisplay.com

8. They’re about the image in the mind of the consumer

9. They are spreading capitalism around the globe

10. Brands are all about advertising….

11. But if that were true, how come they’re worth so much?

12. Because they create meaning. And meaning we crave.

13. They drive innovation. And give direction to design Photo: blakie

14. They create focus, especially in B2B businesses.

15. They can even turn around entire companies

16. So: there’s an internal side

17. internal

18. And an external side

19. internal external

20. There’s vision…

21. internal external vision

22. And there’s action

23. internal external vision action the brand is a relationship

24. Now, let’s talk about design

25. Design is expensive and exclusive

26. Design is Jan des Bouvrie

27. Design is the shiny layer around crappy products

28. Design is Droog

29. But design is also about mesmerizing beauty Photo: malingering

30. And the power to achieve the impossible Photo: ruuku h

31. Design solves real problems…and saves lives

32. And it conveys meaning through design semantics

33. Design is multi disciplinary Photo: daphoid

34. And finally, with IKEA, everyone has become a designer Photo: joost v e

35. So: design connects technology….

36. technology

37. … to art….

38. technology art

39. … .and planning….

40. technology art planning

41. … to doing

42. technology art planning doing Design is a connecting process

43. Did you see the parallels ?

44. the brand is a relationship internal external vision action

45. So …. branding & design

46. 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

47. The brand/design interface is like newton’s cradle

48. brand design Photo: francesca rose

49. Some brand & design cases from my own practice

50. Integrated brand & design management for a high-tech, B2B start-up

51. Involving designers in building a relevant and inspiring brand

52. Brand based user research, innovation and concept design

53. 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

54. Now, what does all this mean for you?

55. brand activation through design…..

56. … puts design at the core of your organisation….

57. Which means everyone has to understand design!

58. Everyone!!

59. So…..what’s next for your company?

62. Thank you! [email_address] www.zilverinnovation.com