Brand driven innovation is a method that uses the brand to drive product innovation through design, in order to fulfill the brand's promise to customers. It brings together stakeholders to build a shared understanding of the brand identity and vision. Through design research techniques like scenarios and storyboards, it extrapolates how the brand could evolve in the future. Finally, it makes the brand tangible across five layers of design - products, communication, environment, behavior - to create a unified brand experience.