a presentation on brand driven innovation for Product Tank Amsterdam, october 2nd 2014, based on earlier work for Intersection Paris.

1. brand driven innovation
ProductTank Amsterdam | October 2nd 2014
!
Erik Roscam Abbing | Zilver Innovation
!

3. branding
!
!
what is it and why is it important?

6. branding
!
!
???

7. you build a brand not by what you
promise, but by doing what you
promise
!
Photo: www.mirrabikeco.com

8. https://www.youtube.com/watch?v=vvx92hf6nl8

9. now what?
as a product manager, designer, UX specialist or
R&D lead,
what would you do?

10. innovation
&
what branding has to do with it

11. :-)
the aesthetics of innovation

17. WTF?

18. …so seriously…
What organizations need is not more ideas.
What they need is better ideas.

19. abundance of ideas

20. …but…
what funnels don’t tell you is where alle these
ideas come from…

21. where good ideas come from
steven johnson
https://www.youtube.com/watch?v=NugRZGDbPFU

22. the fuzzy front end

23. jan buijs

24. http://www.strategyand.pwc.com/media/file/Strategyand-Global-Innovation-1000-2011-Culture-Key.pdf

25. “Spending more on R&D won’t drive results. The most crucial factors for successful innovation are strategic alignment and a
culture that supports innovation..”
“Companies with both highly aligned innovation cultures and highly aligned innovation strategies have 30 percent higher
enterprise value growth and 17 percent higher profit growth than companies with lower degrees of alignment.”

26. innovation culture?

27. …but…
innovation takes place where
knowledge domains meet

28. innovation challenges
are often:
!
open
!
they have fuzzy or no boundaries
!
complex
!
many elements that are related to each other
!
dynamic
!
constantly changing
!
networked
!
many interdependencies between stakeholders
after Kees Dorst 2013

29. you don’t solve these kinds of challenges
with yet another friday afternoon
brainstorm session

30. …instead…
What organizations need is the rigor, focus and
structure that helps them
kill the bad ideas and grow the good ones

31. abundance of ideas
only good ideas
abundance of ideas

32. yes!
What organizations need is
coherence

33. coherence
=
the enterprise brand

34. definition
branding =
building a coherent vision on the relationship an
organization aspires to have with its stakeholders

37. the inside world the outside world

38. design
the inside world the outside world
implement
research
sense making
sense making
focus

39. design
the inside world the outside world
implement
research
sense making
sense making
focus

40. internal drivers for change the customer

41. the enterprise external drivers for change

42. the enterprise the customer

43. desirability
viability feasibility

44. will they
want it?
viability feasibility

45. will they
want it?
feasibility
will we make
money?

46. will they
want it?
will we make
money?
can we
make it?

47. what’s missing?

48. will they
want it?
will we make
money?
can we
make it?
should we do it?

49. will they
want it?
will we make
money?
can we
make it?
does it match
our brand?

51. building brands as
foundation for
experience design

52. Roscam Abbing & Smulders, Advanced design methods for successful innovation, Design United, September 2013

53. Roscam Abbing & Smulders, Advanced design methods for successful innovation, Design United, September 2013

55. brand
promise
fulfilling
brand
promise

56. you build a brand not by what you
promise, but by doing what you
promise
!
Photo: www.mirrabikeco.com

57. “Maakt rijden geweldig”
“The ultimate driving machine”
“Freude am fahren”

67. brand touch points

68. brand
promise
fulfilling
brand
promise

69. marketing
communication
innovation
design
HR

71. How do you build a brand
that is suitable for
innovation ?

72. remember the brand touch points?

73. brand touch
points
they’re only the tip
of the brand iceberg

74. brand touch points
“if you want to innovate
you have to go deep!!”

75. from ‘brand driven innovation, 2010, based on Guido Stompff
levels of culture
according to
Schein
corresponding
concepts
in branding

76. from ‘brand driven innovation, 2010

80. phase 4: touchpoint orchestration
Phase 4: design strategy
Phase 3: innovationstrategy
what:
behaviour
how:
mission
why:
vision
who:
identity
what:
behaviour
how:
mission
why:
vision
who:
identity
brand promise
phase 1:
the internal brand:
the organisation
phase 2:
the external brand:
the customer

81. conclusions
brand = the product
brand = the bridge between organization and customer
brand = the shared vision that fuels innovation
brand = coherence, efficiency, focus
brand = dynamic, co-created, usable

82. www.zilverinnovation.com
www.branddriveninnovation.com
www.7daysinmylife.com
www.designthenewbusiness.com
erik@zilverinnovation.com
@roscamabbing

83. www.zilverinnovation.com
www.branddriveninnovation.com
www.7daysinmylife.com
www.designthenewbusiness.com
erik@zilverinnovation.com
@roscamabbing