Brand-driven Innovation : strategies for development and design

210 Pages·2010·19.837 MB·English

by  Erik Roscam Abbing

BRAND-DRIVEN
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an essential exploration of the subject. cr INNOVATION
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Brand-driven Innovation provides a comprehensive e
overview of the domains of branding, innovation and An
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design, and highlights connections between these fi elds n
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of practice in a way that creates value and meaning in
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for both organisations and consumers alike. gv
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Brand-driven Innovation is designed to show you how t
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branding can provide a driving force for sustainable o
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growth within organisations, and uniquely demonstrates
how innovation can be successfully reframed as any
value that helps users to fulfi l a purpose, rather than
Other AVA titles of interest being something merely technological or groundbreaking. Publisher’s note
Other titles in AVA’s Design Management In Brand-driven Innovation you will explore how branding Ethical practice is well known,
range include: can infuse product and service innovations with the taught and discussed in the domains of
vision that they need to become relevant, authentic and medicine, law, science and sociology
The Fundamentals of ge original. You will learn how innovation can help brands ge but was, until recently, rarely discussed
Design Management n to fulfi l their promise through meaningful manifestations, n in terms of the Applied Visual Arts.
Creative Research: Ra interactions and experiences, leading to more durable Ra Yet design is becoming an increasingly
The Theory and Practice of Research relationships between organisations and their customers. integral part of our everyday
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for the Creative Industries n Crucially, Brand-driven Innovation demonstrates n lives and its infl uence on our society
Design Management: dier the role that design management can play in connecting dier ever-more prevalent.
Managing Design Strategy, ead the disciplines of branding and innovation, providing ead AVA Publishing believes that our world
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Process and Implementation Re you with the tools, processes and methods to facilitate Re needs integrity; that the ramifi cations
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Vision and Values in Design Management rele practical examples, case studies and interviews from rele for the greatest happiness and benefi t
uiu leading individuals and companies throughout, to uiu of the greatest number. We do not
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Erik Roscam Abbing is a consultant and teacher in design Rd
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founder of Zilver brand-driven innovation in Rotterdam, erd
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clients in the product and service industries, using the
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methods and tools described in this book.
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Erik teaches at the school of Industrial Design strategies
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at the Technological University of Delft (NL), is a guest e
teacher and module coordinator on the Eurib Master
for development
of Brand Management programme in Rotterdam (NL)
and also lectures on the Design Management programme
of Hochschule Lucerne, Switzerland. and design
Job:01906 Title: Brand-Driven innovation (AVA)
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www.branddriveninnovation.com
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ISBN 978-2-940411-28-3
10 9 8 7 6 5 4 3 2 1
Design by Borries and Leo H. Schwesinger

Original title concept devised by Kathryn Best
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BRAND-DRIVEN
INNOVATION
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strategies
Erik Roscam Abbing
for development
and design
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4
Contents
Foreword 6
Introduction 7
How to get the most out of this book 8
PART I CHAPTER 1 CHAPTER 2 PART II
Th e merging worlds How branding How branding Brand-driven innovation
of branding, and innovation and innovation are in practice 68
innovation and design 10 are connected 16 connected to design 40
Introduction to part II:
Introduction to part I: brand-driven innovation
1.1 Th e brand as 2.1 Th e role of design
shifting paradigms 12 as a working method
relationship 18 in executing and
for organisations 70
shaping strategy 42
1.2 Innovation as
a source of growth 24
2.2 Design thinking
1.3 How branding in the context
and innovation of branding and
are connected 32 innovation 50
1.4 How the brand
2.3 Design research
can drive
in the context
innovation 34
of branding and
1.5 How innovation innovation 56
can fulfi l the
brand’s promise 36 2.4 How can brands
benefi t from
1.6 Conclusion:
design? 58
the symbiotic
relationship
2.5 How can
between innovation
innovation benefi t
and branding 38
from design? 60
2.6 Conclusion:
the role of design
in brand-driven
innovation 66
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5
CHAPTER 3 CHAPTER 4 CHAPTER 5 CHAPTER 6
Building a human-centred Building a brand-driven Building a brand-driven Orchestrating
brand 78 innovation strategy 108 design strategy 138 touchpoints 168
3.1 Th e role of the brand 4.1 Th e role of 5.1 Th e role of 6.1 Brand touchpoints 170
in brand-driven innovation strategy design strategy
innovation 80 in brand-driven in brand-driven 6.2 Multidisciplinary
innovation 110 innovation 140 design
3.2 Th e brand management 176
as resource 82 4.2 What is innovation 5.2 Setting objectives
strategy? 112 for design 142 6.3 Involving users
3.3 Brand usability 84 in the design
4.3 Brand-driven 5.3 Design’s role management
3.4 Th e human-centred innovation in brand-driven process 178
branding stage 90 strategies 114 design strategies 144
6.4 Touchpoint
3.5 Skills for 4.4 Th e innovation 5.4 Th e design orchestration 180
human-centred strategy stage 118 strategy stage 148
branding: 6.5 Service design
an overview of 4.5 Skills for 5.5 Skills for management 186
tools and methods 100 brand-driven brand-driven
innovation design strategies: 6.6 Embedding
3.6 Conclusion: strategies: an an overview of touchpoint
the brand in overview of tools tools and methods 154 orchestration
brand-driven and method s 128 in the organisation 192
innovation 106 5.6 Embedding design
4.6 Embedding strategy in the 6.7 Conclusion:
innovation strategy organisation 160 touchpoint
in the organisation 134 orchestration
5.7 Conclusion: in brand-driven
4.7 Conclusion: design strategy innovation 196
innovation strategy in brand-driven
in brand-driven innovation 166
innovation 136
APPENDIX
198
Assessment checklists 200
Bibliography 202
Webography 204
Glossary 205
Index 206
Credits 208
Acknowledgements 208
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6 BRAND-DRIVEN INNOVATION
Foreword
When exploring the topics of branding and innovation, Th is book addresses the need for understanding how
there are a wealth of diff erent possible defi nitions and branding, innovation and design are connected, in
approaches that can be taken – refl ecting the diverse theory and in practice, inside and outside companies
nature of the business of creativity (such as design, and enterprises, in a way that connects with the real
branding, marketing, research and development, needs of people. Taking a visual approach to the subject
for example), the disciplines involved in the creative of brand-driven innovation is particularly suited
industries (design, arts and crafts, advertising, to students from a range of creative disciplines,
architecture, fashion, fi lm, music, TV, radio, performing where a practice-led approach to academic learning
arts, publishing and interactive software), and the forms the main component of the search for
academic contexts in which these subjects are studied knowledge and meaning. Helping students to
(art schools, business schools and universities). Th e understand the underlying framework of brand-driven
result is that there are variations in the emphasis and innovation also enables students to act as ‘agents of
approach taken to how students are taught to link change’, initiating and facilitating a wealth of new
theory with practice, and how they view and engage cross-disciplinary projects, processes and conversations
with the concepts of branding and innovation. Th e about innovation.
need for understanding and awareness of a range of
approaches is critical for anyone learning about and
working within the creative industries today. Kathryn Best
Because of the particular challenges faced by
organisations in light of changing global economic
and political conditions and their local impact, and
the increased sense of responsibility towards the
environment and society, companies are looking
for new ideas and new ways to do more with fewer
resources. Identifying these opportunities to do ‘more
with less’, will be what drives future strategies for
development – in companies and countries all over the

world. In the context of design management, there
are tremendous opportunities for demonstrating
how design can help to link creativity, innovation and
branding, in a way that can both add value and create
value. If we think of creativity as developing new ideas,
innovation as exploiting these new ideas, and branding
as a tool for diff erentiation and communication, then
design becomes the way in which companies can make
tangible customer propositions that can be experienced
and touched – that is to say, in forms that can be taken
to market.
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Introduction
In literature, conferences, online debate and in practice, In the fi rst part of this book, this intricate relationship
design is often discussed in the context of branding. between innovation, branding and design is explained
Design, in all its varieties, has the potential to bring by looking at how their meanings have changed
brands to life in a way that can be tangibly experienced. over the years. It fi rst explores existing literature in
In a comparable manner, design also plays a leading the fi elds of branding and innovation to establish
role in innovation. It helps to infuse innovations with connections between them and to fi nd a foothold for
meaning, usability, sustainability and emotion. Design, the new, synergistic relationship that is proposed in
in fact, appears to bridge the gap between branding Brand-driven Innovation. It then goes on to explore that
and marketing on the one hand, and innovation, synergy: how can branding and innovation learn from
product and service development and research and each other, and what benefi ts might be gained from
development (R&D) on the other. them working in unison?
However, in existing literature on the fi elds of branding Next, the role of design management in establishing
and innovation, this connection is hardly mentioned: this collaborative process is explored. It looks at
literature on branding makes little mention of the role existing frameworks for design management and
of innovation, and literature on innovation mentions establishes a plausible connection to current branding
branding only as an aside. and innovation discourse. Brand-driven Innovation
aims to demonstrate how designers already possess
Th is book fundamentally sets out to fi ll this conceptual
the competencies and character traits required to add
gap. Brand-driven innovation demonstrates how
value to the domains of branding and innovation and
branding and innovation are necessarily connected,
connect them meaningfully.
and introduces a method to forge a strong synergy
between the two, using design management and Th e second part of this book proposes a process for
design thinking. brand-driven innovation that was developed through
intensive research by the author and tested in the fi eld
Organisations need to constantly develop new
through numerous projects. Th e four stage process
products and services to keep up with changing
demonstrates how the relationship between branding
markets and user needs. In order to do this, they
and innovation might be brought to bear in practice,
must have a keen understanding of what it is they’re
and explores the practical tools and methods that
especially good at, and how that brings value to users
might enable this new approach to fl ourish.
and customers. Th ey need to fi nd the sweet spot
where their vision and capabilities meet user needs Th is book is enriched with many case studies and
and desires. In brand-driven innovation, that sweet interviews with expert practitioners in the fi elds of
spot is their brand. So rather than using branding design management, branding and innovation that
to add emotion and recognition to an otherwise will enable you to gain a valuable and useful insight
undiff erentiated product or service, in this book it is into how each fi eld operates and how they might
used to represent the vision that drives sustainable and fruitfully interconnect.
meaningful growth.
Brand-driven Innovation was written with an academic
While a deeply ingrained vision is required in order audience in mind; as such, it will be useful for those
to innovate in a meaningful way, that same innovation studying design, design management, marketing and
is required to bring that vision to life and fulfi l the business. But it will certainly also be of great benefi t to
promise it sets forth. Innovation in this context is a practising reader currently working or consulting in
not necessarily about high-tech, high-risk endeavours. design management, branding or innovation strategy.
It can be any new product or service that adds value
or meaning to users’ or customers’ lives.
Erik Roscam Abbing
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8 BRAND-DRIVEN INNOVATION
How to get the most
out of this book
About the use The user Brand
of certain terms
A person or an entity using a product or service is With the term ‘brand’, we mean a vision that is shared
referred to in this book as ‘the user’. Th is is to avoid amongst people and that defi nes the relationship an
the words ‘consumer’ or ‘customer’, and to prevent organisation aspires to have with its stakeholders.
us from looking at the user solely from a business
transaction point of view.
The offering Innovation
A lot of the thoughts and frameworks in this book Innovation in this book refers directly to the creation
apply both to products and services. Sometimes the of new off erings that are valuable, original and
term ‘the off ering’ is used, meaning that which the meaningful. Innovation can concern products, services,
company off ers to the user, in terms of both product, markets, processes and business models, and does not
service and all the interactions around it, to the extent necessarily include new technology.
that they are staged by the company.
Organisations Design
Th ese can be commercial or non-commercial companies Design is the process of creating meaningful
or institutions, in business-to-business markets or interactions between people and products,
consumer markets, large or small, delivering products, communications, environments, interfaces
services or both. and services.

TABLE OF CONTENTS
Using this book Contents
The book has two
parts: Part I dives
Foreword 6
Introduction 7 deep into the theory
How to get the most out of this book 8
behind brand-driven
innovation, while Part
PART I CHAPTER 1 CHAPTER 2 PART II CHAPTER 3 CHAPTER 4 CHAPTER 5 CHAPTER 6
The merging worlds How branding How branding Brand-driven innovation Building a human-centred Building a brand-driven Building a brand-driven Orchestrating II builds up a practical
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iinn nborvaantdi-odnr iv en 136 innovation 166
APPENDIX 198
Assessment checklists 200
Bibliography 202
Webography 204
Glossary 205
Index 206
Credits 208
Acknowledgements 208
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These introduce the two organisation’s innovation are its beliefs, vision and values. These sections represent
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20 PART I CiCHAnPTaERn 1soe csetnutd sym: oothies The brand as relationship Thsa> Inosnom vetatih oein dea sg iear osao ouo rcwden o.fea gWr sohw thteeoa w lmtahanykt ehe dait bp eieta;os lpyilk efeo t rgo op tiehnoignp tlkeo o ttfoh i edn ogn yotmhcee,nm btus detrl wvineikst hs o ut Rinincohcaerdn tReed, 21 CASE STUDIES Sfruommm charayp tiners i1ghts 39 SUMMARY INSIGHTS
the communal shower afterwards. These give practical Each chapter ends with
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THE INNOVATION FUNCTION 3 TRIArtutianNhheHrstEneele NeELaio rnO AtcmvvsiBnCoeTao,a oRImrEtnaOrcyiAsNoknp eNhNnecdTanSi lt D nptoifHDb,nysu seIR bgA nePatb oISc.w Nnaett AhdneitKoTw e dS ntin et hs see, n chapter). 891 0 IEfInnrxonntmeoorvv anaanattii leoo dxnnrt iecmvareunnrsa sbtl h epb ateovr ipeing rttgo ooea rfbc etevdi ivie nbewt yie. fer ixntt awelriasnneadtls, a wtnohd fi ulienl fitienl rttnehraenl badrlr aidnvredivr’sse .rpsr ohmaviese t.o be assessed cporonvteidnitn, ga sa wsoellild a, s
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THE MARKETING FUNCTION of the book.

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14 PART IINTRODUCTION 15 PAUSE FOR THOUGHT Glossary 205 GLOSSARY
These sections represent Explains the meaning of
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