Brandculture

Design & Innovation
Workshop

Purpose?
The purpose of the workshop is to turn on
your creativity and open your mind to new
and exciting possibilities
In these times we need to be creative and
innovative to stay ahead of the curve and
maintain our leading position.
The Design & innovation workshop will
provide you with the new tools and
knowledge which you can use as inspiration
in your daily work.
Get ready for a fun and playful day with a
very serious learning experience that will
move you!

A brief look at
the program
Brands, innovation and design
Unleashing your Creativity
Lunch
Mapping the Customer Journey
Brainstorming & Ideation
Experience Design
Prototype presentation
Lessons learned and how can I apply
this knowledge

Brand, Innovation & Design

Complex Complicated
Emergent Good Practice
Chaotic Simple
Novel Best Practice

Can your job
be done…

Complex Complicated
Emergent Good Practice
Chaotic Simple
Novel Best Practice

2 dominating problems
Extreme clutter of the marketplace
Relentless speed of change

1600

13.000.000
available articles on Wikipedia

Brand Strategy
Design Thinking
Culture of Innovation

A brand is a person’s gut
feeling about a product,
service or company

Design thinking is a process for practical,
creative resolution of problems or issues
that looks for an improved future result

Design thinking
Inspiration
Implementation
Ideation

What is Design Thinking?
It’s a fluid but definable process involving several key components
COLLABORATIVE:
Working with people who share similar and dissimilar experiences to generate richer
work.
ABDUCTIVE:
Starts from a set of accepted facts and works back from their likely explanations.
EXPERIMENTAL:
Build prototypes. Pose hypotheses. Test them. Iterate. All to manage risk.
PERSONAL:
Realize each problem – and the people there to solve it – has a unique context.
INTEGRATIVE:
Seeing the whole system and its many connections.
INTERPRETIVE:
Creating the best way to frame the problem and judge the possible solutions.

INNOVATION:
Ideas applied successfully in
practice

If you wanna innovate…
…you gotta design!

Design leverage
Thought leadership
Business Model
Organizational structure
Strategic decisions
Internal communications
Operational processes
Brand Ecosystem
Customer relationships
Products & Services
External conversations

The
whole
mind

A Culture of innovation

Innovation
no longer
just happens
in R&D
But that does not mean that
everyone is equally good at it

Innovation is a
team sport
Silos must be broken

Keep the consumer at
the heart of what you do.
But don’t listen to everything they say – use your intuition

Innovation
culture thrives
on optimism &
trust
Listen to ideas, embrace risk, learn
from failure, reward bravery

Speed is
good
Fail faster

Innovation has many forms
Incremental innovation requires different support from revolutionary

Be careful
how you
measure
success
Allow small, fragile ideas the time
to grow into big strong ones

It’s not
easy.
But it is possible. Project by
project

One size does
not fit all.
You need to build a culture of innovation that fits
your organisation

Innovation no longer just happens in R&D
Innovation is a team sport
Keep consumers at the haert of what you do
Innovation culture thrives on optimism & trust
Speed is good
Innovation has many forms
Be careful how you measure success
It’s not easy
One size does not fit all

Culture eats
strategy
For breakfast

Customer journey
Planning Entering Waiting Riding Continuing
1 2 3 4 5 6 7 8 9
Learning Starting Ticketing Boarding Arriving