Brand-driven Innovation

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.

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.

• 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.