Brand driven innovation is a method that uses the brand to drive product innovation through design, in order to fulfill the brand's promise to customers. It brings together stakeholders to build a shared understanding of the brand identity and vision. Through design research techniques like scenarios and storyboards, it extrapolates how the brand could evolve in the future. Finally, it makes the brand tangible across five layers of design - products, communication, environment, behavior - to create a unified brand experience.

1. brand driven innovation A practical approach to fulfill brand promise through product innovation Erik Roscam Abbing MSc Mdm & Christa van Gessel MSc Dmi academic conference 2008 Essec business school Paris April 14-15th 2008 tm

2. What is BDI? Why BDI? How does it work?

3. establishing the symbiosis between branding innovation and design a method a vision brand driven innovation is:

4. brand driven innovation is: Using the brand to drive innovation Using innovation to fulfill the brand’s promise Using design to make them tangible

5. Why?

6. The brand is a shared vision on the relationship between an organization and its end- user. This brand implies a promise from the organization to the end user to keep that relationship alive. Brand:

7. Innovation, driven form external factors, is painful and risky. Innovation driven from internal factors becomes growth. Innovation:

8. We define design as ‘the creation of carriers for meaningful interaction’. Meaningful means authentic and relevant. This meaning is inspired by the brand, and made tangible through design. Design:

9. How: Bdi in practice

12. Bringing the brand’s stakeholders together through design research techniques:

13. identity vision identity vision They meet and build a relationship through brand interaction and behaviour

15. innovation strategy: Brand based future scenario’s: Extrapolating the brand into the future through scenario/storyboard techniques. Defining innovation roadmaps towards the desired future.

17. making the brand tangible in 5 layers: design strategy:

19. bringing design disciplines in tune with each other and with the brand 1. product 2. communication 3. environment 4. behaviour touchpoint orchestration:

20. Merci! Questions?