New PDF release: Brand-driven Innovation : strategies for development and

By Erik Roscam Abbing

ISBN-10: 2940439761

ISBN-13: 9782940439768

Branding can encourage innovation in services and products, growing worth for corporations and shoppers alike. This in flip can result in a sturdy dating among manufacturers and clients. Brand-driven Innovation explores branding idea and its relation to innovation, so that it will offer readers with an outstanding starting place of knowledge.

The e-book employs a pragmatic, four-step process that would support readers follow brand-driven innovation of their personal educational or company context.

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Additional resources for Brand-driven Innovation : strategies for development and design

Sample text

Ralf, in your practice as a design management consultant, you distinguish between managing design and designing management. Can you explain what you mean by this? Ralf: Historically the notion of ‘managing design’ stems from the 70s of the last century and aims at making sure that design, as a critical discipline to a company, is managed to produce optimum results. Accordingly, for quite a while managing design focused around contributing to operational excellence and effectiveness in organisations.

From the management side, I don’t think that we should expect managers to attend any specific classes in design thinking. I’m completely in line with Fred here: let the complex problems be the reason for management to feel the need for a change in thinking. Smart design thinkers will do the rest. What is the role of design and management education in making this shift happen? Fred: Our goal in bringing design into our programmes is to produce graduates who use more of themselves in managing. Humans are not merely information gatherers and decision-making machines.

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. Occupying this crucial role, design is thus indispensable to brand-driven innovation. ‘Design as process’ hereby becomes a strategic activity: to design something is to essentially execute strategy.

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