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 !
- 3. branding ! ! what is it and why is it important?
- 6. branding ! ! ???
- 7. you build a brand not by what you promise, but by doing what you promise ! Photo: www.mirrabikeco.com
- 9. now what? as a product manager, designer, UX specialist or R&D lead, what would you do?
- 10. innovation & what branding has to do with it
- 11. :-) the aesthetics of innovation
- 17. WTF?
- 18. …so seriously… What organizations need is not more ideas. What they need is better ideas.
- 20. …but… what funnels don’t tell you is where alle these ideas come from…
- 21. where good ideas come from steven johnson https://www.youtube.com/watch?v=NugRZGDbPFU
- 22. the fuzzy front end
- 23. jan buijs
- 24. http://www.strategyand.pwc.com/media/file/Strategyand-Global-Innovation-1000-2011-Culture-Key.pdf
- 25. “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.”
- 27. …but… innovation takes place where knowledge domains meet
- 28. 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
- 29. you don’t solve these kinds of challenges with yet another friday afternoon brainstorm session
- 30. …instead… What organizations need is the rigor, focus and structure that helps them kill the bad ideas and grow the good ones
- 31. abundance of ideas only good ideas abundance of ideas
- 32. yes! What organizations need is coherence
- 33. coherence = the enterprise brand
- 34. definition branding = building a coherent vision on the relationship an organization aspires to have with its stakeholders
- 37. the inside world the outside world
- 38. design the inside world the outside world implement research sense making sense making focus
- 39. design the inside world the outside world implement research sense making sense making focus
- 40. internal drivers for change the customer
- 41. the enterprise external drivers for change
- 42. the enterprise the customer
- 44. will they want it? viability feasibility
- 45. will they want it? feasibility will we make money?
- 46. will they want it? will we make money? can we make it?
- 47. what’s missing?
- 48. will they want it? will we make money? can we make it? should we do it?
- 49. will they want it? will we make money? can we make it? does it match our brand?
- 51. building brands as foundation for experience design
- 52. Roscam Abbing & Smulders, Advanced design methods for successful innovation, Design United, September 2013
- 53. Roscam Abbing & Smulders, Advanced design methods for successful innovation, Design United, September 2013
- 55. brand promise fulfilling brand promise
- 56. you build a brand not by what you promise, but by doing what you promise ! Photo: www.mirrabikeco.com
- 57. “Maakt rijden geweldig” “The ultimate driving machine” “Freude am fahren”
- 68. brand promise fulfilling brand promise
- 69. marketing communication innovation design HR
- 71. How do you build a brand that is suitable for innovation ?
- 72. remember the brand touch points?
- 73. brand touch points they’re only the tip of the brand iceberg
- 74. brand touch points “if you want to innovate you have to go deep!!”
- 75. from ‘brand driven innovation, 2010, based on Guido Stompff levels of culture according to Schein corresponding concepts in branding
- 76. from ‘brand driven innovation, 2010
- 80. 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
- 81. 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
- 82. www.zilverinnovation.com www.branddriveninnovation.com www.7daysinmylife.com www.designthenewbusiness.com erik@zilverinnovation.com @roscamabbing
- 83. www.zilverinnovation.com www.branddriveninnovation.com www.7daysinmylife.com www.designthenewbusiness.com erik@zilverinnovation.com @roscamabbing