my guest lecture for the second year industrial design course strategic product innovation, september 17th 2008.

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

2. 1: introduction 2: brand driven innovation 3: break 4: cases 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

8. 1: redefine the nomad brand 2: redesign the nomad collection our challenge:

9. redefining the brand:

10. the more we travel, the closer we get

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

14. initial npd project:

15. products in the new collection:

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

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

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

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

22. Ready for some theory?

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

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

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

33. Some examples:

34. ‘ The bionic learning network’

37. some cases from zilver:

40. nlisis

42. organisation end-user the brand the product

43. internal session

44. results internal session

45. analysis internal data

46. external session

47. results external session

48. analysis external data

49. next step: brand guide

51. design guide: main aesthetics

52. design guide: use cues

53. product design management

54. corporate identity development

55. website

56. mexx

57. Fashion brand with a new owner 300+ designers Brand usability: Form values to inspiration Online/offline design research Mexx

60. Merci! Questions?

61. Brand driven innovation: The process

64. organisation end-user add authenticity add relevance

65. the brand the product add proof add soul

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

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

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

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

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