Overview

"""Brand-driven Innovation"" examines the connections between branding, design, and innovation. It argues that branding is not merely a branch of advertising, but a tool for driving sustainable growth in organisations. Branding can inspire innovation in products and services, creating value for organisations and consumers alike. This in turn can lead to a more durable relationship between organisations and their customers. ""Brand-driven Innovation"" explores existing branding theory and its relation to innovation, in order to provide readers with a solid foundation of background knowledge. It also contains a practical, four-step method that will help readers to apply brand-driven innovation in their own academic or business context. The book addresses the role that design management can play in connecting the disciplines of branding and innovation, providing the reader with the tools, processes and methods to facilitate this relationship."

Full Product Details

Author:   Erik Roscam Abbing
Publisher:   Bloomsbury Publishing PLC
Imprint:   AVA Publishing SA
Dimensions:   Width: 21.60cm , Height: 2.30cm , Length: 29.70cm
Weight:   1.090kg
ISBN:  

9782940411283

ISBN 10:   294041128
Pages:   192
Publication Date:   25 October 2010
Audience:   College/higher education ,  Undergraduate
Format:   Paperback
Publisher's Status:   Out of Print
Availability:   In Print  
Limited stock is available. It will be ordered for you and shipped pending supplier's limited stock.

Table of Contents

Foreword. Introduction. How to get the most out of this book. The merging worlds of branding, innovation and design: Introduction to Part 1 - shifting paradigms. How branding and innovation are connected: The brand as relationship; Innovation as a source of growth; How branding and innovation are connected; How the brand can drive innovation; How innovation can fulfil the brand's promise; Conclusion - the symbiotic relationship between innovation and branding. How branding and innovation are connected to design: The role of design in executing and shaping strategy; Design thinking in the context of branding and innovation; Design research in the context of branding and innovation; How can brands benefit from design?; How can innovation benefit from design?; Conclusion - the role of design in brand-driven innovation. Brand-driven innovation in practice: Introduction to part 2 - brand-driven innovation as a working method for organisations. Building a human-centred brand: The role of the brand in brand-driven innovation; The brand as a resource; Brand usability; The human-centred branding stage; Skills for human-centred branding - an overview of tools and methods; Conclusion - the brand in brand-driven innovation. Building a brand-driven innovation strategy: The role of innovation strategy in brand-driven innovation; What is innovation strategy?; Brand-driven innovation strategies; The innovation strategy stage; Skills for brand-driven innovation strategies - an overview of tool and methods; Embedding innovation strategy in the organisation; Conclusion - innovation strategy in brand-driven innovation. Building a brand-driven design strategy: The role of design strategy in brand-driven innovation; Setting objectives for design; Design's role in brand-driven design strategies; The design strategy stage; Skills for brand-driven design strategies - an overview of tools and methods; Embedding design strategy in the organisation; Conclusion - design strategy in brand-driven innovation. Orchestrating touchpoints: Brand touchpoints; Multidisciplinary design management; Involving users in the design management process; Touchpoint orchestration; Service design management; Embedding touchpoint orchestration in the organisation; Conclusion - touchpoint orchestration in brand-driven innovation. Appendix. Assessment checklists. Bibliography. Webography. Glossary. Index. Credits. Acknowledgements.

Reviews

'After making a clear, concise case why branding, design, and innovation are closely connected and interrelated, the rest of the book deals with bringing the theory to life and giving very practical pointers on to apply these ideas ... this book is a real winner. It's actually the first book to my knowledge that deals with this subject extensively and makes the case for brand-driven innovation explicit and tangible. I'm a believer in this approach, and I think in the future the winning companies will have to adopt a similar point of view and process, one way or the other.' Rik Wits, Klatergoud blog, January 2011. 'It is clear and concise and provides a design linked introduction to the principles of branding, providing an excellent base for progression into employment and understanding of topics which reflect the nature of the creative industries.' Stewart Bibby, University of Lincoln, UK. 'This book will be useful and I want to make it one of our main textbooks.' Eun-Kyong Baek, De Montford University, UK.

'After making a clear, concise case why branding, design, and innovation are closely connected and interrelated, the rest of the book deals with bringing the theory to life and giving very practical pointers on to apply these ideas ... this book is a real winner. It's actually the first book to my knowledge that deals with this subject extensively and makes the case for brand-driven innovation explicit and tangible. I'm a believer in this approach, and I think in the future the winning companies will have to adopt a similar point of view and process, one way or the other.' Rik Wuts, Klatergoud blog, January 2011. 'It is clear and concise and provides a design linked introduction to the principles of branding, providing an excellent base for progression into employment and understanding of topics which reflect the nature of the creative industries.' Stewart Bibby, University of Lincoln, UK. 'This book will be useful and I want to make it one of our main textbooks.' Eun-Kyong Baek, De Montford University, UK.

Author Information

Erik Roscam-Abbing is a consultant and teacher of design management. Erik is the founder of Zilver brand driven innovation in Rotterdam, where he consults for a variety of international clients in the product and service industries. He also teaches at the school of Industrial Design at the Technological University of Delft, the Netherlands. He is a guest teacher in the Eurib Master of Brand Management program in Rotterdam and at the Design Management program of Hochschule Lucerne, Switzerland, as well as a module coordinator of the Eurib Master of Design Management program.

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