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1. brand driven innovation The strategic connection between branding, innovation and design Erik Roscam Abbing Msc Mdm TU delft, 17 september 2008 www.zilverinnovation.com
11. how does this brand relate to my everyday work and to NPD in particular? issues:
12. from brand to NPD: half a year, 2 days/week innovation management brand management portfolio management designmanagement design in the fuzzy front end! clothing packs & bags daypacks global family gear shoes sleeping mats tents sleeping bags
16. conclusions nomad case Redefining the brand is only the beginning of the journey. The destination is the smile on that customer’s face when the brand promise is fulfilled with meaningful product experiences
28. To make the abstract concrete and To make the logical desirable Design has to solve paradoxes:
29. We see the brand as the relationship between an organisation and its end-users. The brand:
30. We see inovation as ambition, the urge to grow towards what you aspire. Innovation:
31. We see design as the creation of carriers for interaction and experience. Design:
32. brand driven innovation is: To use the brand to drive innovation To use innovation to fulfill the brand’s promise To use design to connect and bridge
68. Brand based innovation strategy: How can the brand promise be fulfilled in the future? What are the innovation opportunities captured within the brand relationship? Brand based future scenarios Brand roadmaps Branded search fields
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70. Brand based design strategy: How can this fulfillment be made tangible? How can we allocate design resourses and diciplines strategically? Design layers Consumer journeys Design resource allocation
73. bringing design disciplines in tune with each other and with the brand 1. product 2. communication 3. environment 4. behaviour touchpoint orchestration: