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

By Erik Roscam Abbing

ISBN-10: 2940439761

ISBN-13: 9782940439768

Branding can encourage innovation in services and products, growing price for companies and shoppers alike. This in flip may end up in a sturdy dating among manufacturers and clients. Brand-driven Innovation explores branding idea and its relation to innovation, that allows you to supply readers with an exceptional starting place of knowledge.

The booklet employs a realistic, four-step strategy that might aid readers follow brand-driven innovation of their personal educational or company context.

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Extra info for Brand-driven Innovation : strategies for development and design

Example text

We will also explore the role of design in corporate strategy, and we will look into building and executing the concepts of design strategy, design thinking and design research by meeting some of the leading specialists operating in the field of design. 1 The role of design in executing and shaping strategy Aligning vision with execution Brand-driven innovation stipulates that it is vital to have a strong vision in modern business ventures. Having a strong vision will set you apart from the pack, and it will give meaning to your offerings in an already over-crowded market.

This means the way IP is used needs to be adapted to this new context. I am doing a lot of projects that deal with this issue. Igor: I have a love-hate relationship with open innovation and new forms of intellectual property: it is necessary and good that these things are evolving, but I’m not ready for them yet in my business. I do look for outside influences to challenge me, but that’s different from opening the doors and going for complete cross-pollination. I work with outside expertise because I need them to get the job done, not because I’m intrinsically interested in open innovation.

A brand needs innovation to fulfil its promise and to deliver value. On the other hand, innovation without vision is innovation for innovation’s sake. It needs the brand as a guide, in order to connect what the organisation is good at and what it believes in, to what the user desires or needs. INNOVATION Job:01906 Title: Brand-Driven innovation (AVA) Page:38 6/1/10 3:58:56 PM 39 Summary insights from chapter 1 1 Branding and innovation are closely connected concepts. 2 The brand forms the relationship between the organisation and the user, and between marketing and innovation.

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


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