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Brand driven innovation, why culture is key for breakthrough innovations

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a presentation on brand driven innovation for Product Tank Amsterdam, october 2nd 2014, based on earlier work for Intersection Paris.

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Brand driven innovation, why culture is key for breakthrough innovations

  1. brand driven innovation ProductTank Amsterdam | October 2nd 2014 ! Erik Roscam Abbing | Zilver Innovation !
  2. branding ! ! what is it and why is it important?
  3. branding ! ! ???
  4. you build a brand not by what you promise, but by doing what you promise ! Photo: www.mirrabikeco.com
  5. https://www.youtube.com/watch?v=vvx92hf6nl8
  6. now what? as a product manager, designer, UX specialist or R&D lead, what would you do?
  7. innovation & what branding has to do with it
  8. :-) the aesthetics of innovation
  9. WTF?
  10. …so seriously… What organizations need is not more ideas. What they need is better ideas.
  11. abundance of ideas
  12. …but… what funnels don’t tell you is where alle these ideas come from…
  13. where good ideas come from steven johnson https://www.youtube.com/watch?v=NugRZGDbPFU
  14. the fuzzy front end
  15. jan buijs
  16. http://www.strategyand.pwc.com/media/file/Strategyand-Global-Innovation-1000-2011-Culture-Key.pdf
  17. “Spending more on R&D won’t drive results. The most crucial factors for successful innovation are strategic alignment and a culture that supports innovation..” “Companies with both highly aligned innovation cultures and highly aligned innovation strategies have 30 percent higher enterprise value growth and 17 percent higher profit growth than companies with lower degrees of alignment.”
  18. innovation culture?
  19. …but… innovation takes place where knowledge domains meet
  20. innovation challenges are often: ! open ! they have fuzzy or no boundaries ! complex ! many elements that are related to each other ! dynamic ! constantly changing ! networked ! many interdependencies between stakeholders after Kees Dorst 2013
  21. you don’t solve these kinds of challenges with yet another friday afternoon brainstorm session
  22. …instead… What organizations need is the rigor, focus and structure that helps them kill the bad ideas and grow the good ones
  23. abundance of ideas only good ideas abundance of ideas
  24. yes! What organizations need is coherence
  25. coherence = the enterprise brand
  26. definition branding = building a coherent vision on the relationship an organization aspires to have with its stakeholders
  27. the inside world the outside world
  28. design the inside world the outside world implement research sense making sense making focus
  29. design the inside world the outside world implement research sense making sense making focus
  30. internal drivers for change the customer
  31. the enterprise external drivers for change
  32. the enterprise the customer
  33. desirability viability feasibility
  34. will they want it? viability feasibility
  35. will they want it? feasibility will we make money?
  36. will they want it? will we make money? can we make it?
  37. what’s missing?
  38. will they want it? will we make money? can we make it? should we do it?
  39. will they want it? will we make money? can we make it? does it match our brand?
  40. building brands as foundation for experience design
  41. Roscam Abbing & Smulders, Advanced design methods for successful innovation, Design United, September 2013
  42. Roscam Abbing & Smulders, Advanced design methods for successful innovation, Design United, September 2013
  43. brand promise fulfilling brand promise
  44. you build a brand not by what you promise, but by doing what you promise ! Photo: www.mirrabikeco.com
  45. “Maakt rijden geweldig” “The ultimate driving machine” “Freude am fahren”
  46. brand touch points
  47. brand promise fulfilling brand promise
  48. marketing communication innovation design HR
  49. How do you build a brand that is suitable for innovation ?
  50. remember the brand touch points?
  51. brand touch points they’re only the tip of the brand iceberg
  52. brand touch points “if you want to innovate you have to go deep!!”
  53. from ‘brand driven innovation, 2010, based on Guido Stompff levels of culture according to Schein corresponding concepts in branding
  54. from ‘brand driven innovation, 2010
  55. phase 4: touchpoint orchestration Phase 4: design strategy Phase 3: innovationstrategy what: behaviour how: mission why: vision who: identity what: behaviour how: mission why: vision who: identity brand promise phase 1: the internal brand: the organisation phase 2: the external brand: the customer
  56. conclusions brand = the product brand = the bridge between organization and customer brand = the shared vision that fuels innovation brand = coherence, efficiency, focus brand = dynamic, co-created, usable
  57. www.zilverinnovation.com www.branddriveninnovation.com www.7daysinmylife.com www.designthenewbusiness.com erik@zilverinnovation.com @roscamabbing
  58. www.zilverinnovation.com www.branddriveninnovation.com www.7daysinmylife.com www.designthenewbusiness.com erik@zilverinnovation.com @roscamabbing

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