Innovation and Brand Management Danny Ku

Importance of aligning with brand Vision & Values All stakeholders must have a good understanding of the brand and how the brand is presented will impact stakeholders relationship. Brand can act as a catalyst into the innovation process A Volvo Case Stud y with models will demonstrating how innovation is driven

Importance of aligning with brand Vision & Values

All stakeholders must have a good understanding of the brand and how the brand is presented will impact stakeholders relationship.

Brand can act as a catalyst into the innovation process

Case Studies Volvo - Cross Country model

To achieve innovation companies must change

New Management Changes Leadership New strategies New methods New processes New business models Organisation culture and structure New ways of thinking (Design thinking)

Leadership

New strategies

New methods

New processes

New business models

Organisation culture and structure

New ways of thinking (Design thinking)

1. Why align with Brand Vision & Values ? Defines ways of action when operating in any activities or new product development Knowing when will succeed Approach to right direction for corporation goals and objectives employee’s value align to brand giving meanings in their work Clear vision for effective communication More clearer understanding from Stakeholders Ultimately, it determines employee ’ s behaviors to have more commitment and motivation for higher performance.

Defines ways of action when operating in any activities or new product development

Knowing when will succeed

Approach to right direction for corporation goals and objectives

employee’s value align to brand giving meanings in their work

Clear vision for effective communication

More clearer understanding from Stakeholders

Ultimately, it determines employee ’ s behaviors to have more commitment and motivation for higher performance.

De Chernatony and Riley 1998

‘ If the employee misalign with the brand vision, then it is difficult for their work to achieve the firm desires for.’ Ind (2007)

2. Importance of Stakeholder ’ s relations with Brand.

Stakeholders Digital experience Partners Environments Customers Marketing Communication Unplanned Communications Intermediaries Product experience employee Indy and Watt (2004)

Internal and External Stakeholders Internal: Designers Planners Marketers Researchers Strategies etc. Anyone working within company External: Customers Suppliers Distributors Media Dealers etc. Anyone outside of the company

Internal:

Designers

Planners

Marketers

Researchers

Strategies etc.

Anyone working within company

External:

Customers

Suppliers

Distributors

Media

Dealers etc.

Anyone outside of the company

I mportan ce of stakeholder ’ s relationship with Brand? What they perceive, will d etermines the brand ’s meaning in the message Provides i nformation and resources to influence a projects. To have a good communicate internally and externally

What they perceive, will d etermines the brand ’s meaning in the message

Provides i nformation and resources to influence a projects.

To have a good communicate internally and externally

3. Brand as a catalyst for innovation Provides guidance and direction Provides constraint and outline Explore within context Act as a boundaries to stay align with brand values Benchmark for standards and quality Helps decision making and creative choices Therefore appropriate and relevant values can be added by design in the product development

Provides guidance and direction

Provides constraint and outline

Explore within context

Act as a boundaries to stay align with brand values

Benchmark for standards and quality

Helps decision making and creative choices

Case study Volvo

Volvo’s Bull’s Eye Model Abbing (2005) Brand driven innovation Product Image and motion Strategic and commercial position 1st shell : Brand Vision & Values 2nd shell : Product attributes and characteristics (Tangible elements that supports the 1st shell .)

Product

Image and motion

Strategic and commercial position

At the heart it is the brand ’s Vision & Values : Safety Fun Excitement These are the Volvo brand values for what it offers to their customers.

At the heart it is the brand ’s Vision & Values :

Safety

Fun

Excitement

Product: Fun, Safety and E xcitements. Image and emotional : new, appealing, exciting and fun. Strategic and commercial position: driving a car that is fun and exciting with embracing maximum safety. All features of the product leads to the same objectives, aligns with the brand Vision & Values.

New development of the Volvo Cross Country model. To fulfill the segment in Volvo brand values of Fun , S afety and E xcitements in the product , the design and project team have develop a vehicles that has the potential of being off and on road. Potential of on and off road has meet the safety and exciting aspect of Volvo brand values.

To fulfill the image and emotional segment to meet new , appealing, exciting and fun , the design team has play a big part in contribution to the project. Development of the Volvo Cross Country Model.

Development of the Volvo Cross Country Model. To fulfill strategic and commercial position of having fun + maximum safety , the Volvo Cross Country Model has achieve this.

This is the end of my presentation. Thank you very much for your time and patient for listening. Danny Ku

This is the end of my presentation.

Thank you very much for your time and patient for listening.

Danny Ku