By Erik Roscam Abbing
Branding can encourage innovation in services and products, developing worth for firms and shoppers alike. This in flip may end up in a sturdy courting among manufacturers and buyers. Brand-driven Innovation explores branding thought and its relation to innovation, on the way to supply readers with a great starting place of knowledge.
The booklet employs a realistic, four-step approach that would aid readers practice brand-driven innovation of their personal educational or company context.
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Extra resources for Brand-driven Innovation : strategies for development and design
Design always starts with a problem, a vision, an idea or a hunch. It then goes through an iterative process of creation, resulting in a concrete solution of some form. This process may not be unique to design (a carpenter or an artist or an entrepreneur may similarly claim to work in this way); but the extent to which design applies it in both a structured and reliable way is in fact quite unique in a business context. Hence, design plays a very significant part in turning the initial vision into reality and making plans come true.
Zilver’s sessions with the Fatboy team never consisted solely of plain interviews, but always included visuals and the making of collages. com>, an online environment where users keep and maintain a visual diary of their week in images and text (see also page 101). 3 | Results from the diaries were used to prepare house visits, to gain a deeper understanding of how participants lived and how they used their Fatboy products. The house visits generated a significant amount of data in the form of videos, photos, quotes and recorded conversations.
Fatboy was founded in 2003 by Dutchman Alex Bergman and is located in Den Bosch, the Netherlands, in a brand new factory and studio that houses 60 employees. com>, house visits (page 101) with users, and deep-dive sessions with the creative team. indd 44 Job:01906 Title: Brand-Driven innovation (AVA) Page:44 6/1/10 3:58:57 PM > Design thinking in the context of branding and innovation 45 Grown into a well-known brand with a worldwide distribution network, it was time for Fatboy to get a strategic grip on the future without them giving up on the brand’s spontaneity and intuition.
Brand-driven Innovation : strategies for development and design by Erik Roscam Abbing