Brand Driven Innovation: Strategies for Development and by Erik Roscam Abbing

By Erik Roscam Abbing

Branding can motivate innovation in services and products, developing price for companies and shoppers alike. This in flip may end up in a sturdy dating among manufacturers and buyers. Brand-driven Innovation explores branding thought and its relation to innovation, with the intention to supply readers with an outstanding starting place of knowledge.

The e-book employs a pragmatic, four-step technique that would support readers practice 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 (Required Reading Range)

Sample text

As Roger Martin so aptly points out in The Opposable Mind (2007), this is a new, but upcoming and essential set of qualities in innovation leaders. indd 36 In order for innovation to meet the expectations of users that were set by the brand promise, it has to break free from the notion that innovation is limited to the domain of products. As Pine and Gilmour point out in The Experience Economy (1999), we live in an age where much economic value is created by services and experiences (see figure 6, page 37).

1 2 A good way of reflecting on how innovation fulfils the brand promise is to think about this as you go about your everyday life. Choose a day when you’re travelling, visiting a city or doing a lot of shopping. Take a notebook with you and keep track of the innovative products and services you encounter. Think of public transportation, the goods in shops and so on. It may help you to write down how these products and services are connected to the brands they belong to. Is there a connection? Do they fulfil the brand’s promise?

For each brand write down the following: 1 What does the brand promise me? ) Purpose Required The purpose of this exercise is to learn to recognise the kinds of things that brands promise the user through their various communication channels, and to understand how they fulfil this promise. A group of four–six people, a notebook and pen, and some time. 2 3 4 5 6 What does this promise intend to communicate to me? (Volvo wants me to be a lifelong customer but also claims that their cars save lives.

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