By Erik Roscam Abbing

ISBN-10: 2940439761

ISBN-13: 9782940439768

Branding can encourage innovation in services, developing price for organisations and shoppers alike. This in flip can result in a sturdy courting among manufacturers and consumers. Brand-driven Innovation explores branding idea and its relation to innovation, with a purpose to supply readers with an excellent starting place of knowledge.

The ebook employs a realistic, four-step approach that would support readers follow brand-driven innovation of their personal educational or enterprise context.

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Additional resources for Brand-driven Innovation : strategies for development and design

Example text

This requires a very solid and shared foundation of norms, values, beliefs and vision. You can only jump high if you stand on firm ground. This in turn implies that at the core of what drives an organisation’s innovation are its beliefs and values, and its vision of the role it can play in creating value for its stakeholders. In innovation, the concept of proactively seizing opportunities that match an organisation’s qualities and the desires of users is crucial. We have seen that in order to do this, an organisation needs to have a strongly ingrained set of values and beliefs.

Business thinking Design thinking Creative thinking Left brain Using both sides of the brain to solve problems Right brain Rational and structured The ability to switch at will between a rational and structured approach to a more emotional, intuitive approach Emotional and intuitive Focused on analysis Iterating between analysis and synthesis Focused on synthesis Dealing with well-defined problems Dealing with ill-defined problems Dealing with undefined problems A problem is something to get out of the way A problem is the start of the process There is no problem Analyse > decide Analyse > ideate > prototype > evaluate > decide Perceive > ideate > decide Focused on parts of the problem Zooming in and out, taking the problem apart to reassemble it in a different way Holistic focus Job:01906 Title: Brand-Driven innovation (AVA) Page:52 6/1/10 3:59:02 PM > Design research in the context of branding and innovation 53 Design thinking helps innovations to become more infused with the brand It helps to embed vision in innovation and provide it with a sense of direction.

And innovation is subjective: what is very innovative for one is a piece of cake for the other. Igor: For me, my career in innovation started with personal curiosity and fascination. I saw a documentary on TV in 2005 about alternatives for fossil fuels. It made me leave my advertising agency, to start tracking the sources that were mentioned in the documentary, and finally, to start Qurrent. So innovation is not a goal for me. It’s a means to satisfy my curiosity, to solve problems, and to make things happen that I personally feel to be necessary.

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Brand-driven Innovation : strategies for development and design by Erik Roscam Abbing


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