1. brand driven innovation Erik Roscam Abbing Msc Mdm Pragma / Eurib, 13 september 2008 www.zilverinnovation.com

2. 1: introduction 2: brand driven innovation 3: break 4: three cases 5: assignment today:

3. Who am I ?

4. 1969: born seattle, US 1988-1995: industrial design engineering, delft 1995-1997: flex the innovation lab 1997-1999: axys innovations 1999-2006: zilver product design 2003-2005: master of design management 2005: teacher SPD, tu delft 2006: zilver brand driven innovation 2006: module co-coordinator Eurib MBM/MDM @home: married to karine, 2 kids, rotterdam ? who am I ?

5. Erik in Delft, 1989

6. Erik @ work, 2001

7. Erik @ master of design management, nyenrode, 2005

8. Erik @ work, yesterday Clients: Mexx Trespa international Fatboy Tu delft Nomad Nlisis Dkb

10. our mission is brand driven innovation: We focus on the sybiosis between branding innovation design

12. Ready for some theory?

13. Shifts in brand management:

14. Shifts in innovation management:

15. Classical marketing tools don’t suffice. Brands need innovation Brands must keep their promise:

16. Classical innovation tools don’t suffice Innovation needs branding Innovation requires vision:

17. To make the abstract concrete and To make the logical desirable Design has to solve paradoxes:

18. We see the brand as the relationship between an organisation and its end-users. The brand:

19. We see inovation as ambition, the urge to grow towards what you aspire. Innovation:

20. We see design as the creation of carriers for interaction and experience. Design:

21. 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

22. Yeah, right. Gimme some examples!

23. www.nikeplus.com

28. Brand driven innovation: The process

31. organisation end-user add authenticity add relevance

32. the brand the product add proof add soul

33. the organisation the customer/end user marketing/branding product development

35. innovation strategy: Brand based future scenario’s: Extrapolating the brand into the future through scenario/storyboard techniques. Defining innovation roadmaps towards the desired future.

37. making the brand tangible in 5 layers: design strategy:

40. bringing design disciplines in tune with each other and with the brand 1. product 2. communication 3. environment 4. behaviour touchpoint orchestration:

41. 3 cases: sissy boy nlisis mexx

42. sissy boy

53. nlisis

54. hi-tech startup gas chromatography high ambitions branding innovation strategy design guidelines case 3: NLisis

55. organisation end-user the brand the product

56. internal sensitizing

57. internal session

58. results internal session

59. analysis internal data

60. external sensitizing

61. external session

62. results external session

63. analysis external data

64. next step: brand guide

66. design guide: main aesthetics

67. design guide: use cues

68. product design management

69. corporate identity development

70. website

72. mexx

74. Now you:

76. Merci! Questions?