Summary of the chapter Brand Driven Innovation from the book: "Design Thinking: Integrating Innovation, Customer Experience, and Brand Value." Contains 4 step process. To buy this book: http://amzn.to/1YvrJGe

1. Four Step Method to Brand Driven Innovation
Andrew Leone, BS Engineering, MBA, MS Finance
Summary of “Brand-Driven Innovation”

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4-step method for Brand Driven Innovation
Innovation needs the brand
For brands to have maximum effect, they need innovation to fulfill their promise
For innovation to have maximum effect, it needs the brand to provide vision, focus & direction
Brand Driven Innovation (“BDI”)
Four domains that can be viewed as separate fields or steps in a process
1. Brand usability
2. Innovation strategy
3. Design strategy
4. Touchpoint orchestration

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Shifts in the way Brands are managed
Strategic asset: represents culture, knowledge, & vision; inspires decision making and frames the future
Aspects
of
Branding
Old
Branding
Paradigm
New
Branding
Paradigm
Implications
Focus Creating promises Fulfilling promises
Focus on touchpoint
management and offering
innovation
Ownership Marketing Entire organization
Make brand “useable” for all
stakeholders
Place in Process At the end At the beginning
Foundation for business
processes; rooted in org. &
stakeholder insights
Content
About the strengths of the
organization
About the relationship the
organization aspires to have
with stakeholders
The brand as relationship
has to be based on insights
from within the org. &
stakeholders

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Shifts in the way Innovation is managed
Natural tendency of organizations to become better at what they do or to discover new areas of excellence
Aspects
of
Innovation
Old
Branding
Paradigm
New
Branding
Paradigm
Implications
Drivers External Internalized
Organizations have to
develop a strong & authentic
vision of who they are and
what they mean to clients
Attitudes Reactive Proactive
In creating opportunities,
organizations need a strong
& shared sense of direction
Role of design At the end At the beginning
Design thinking, methods,
and techniques become vital
parts of an org.’s innovation
toolbox
Focus Pushing technology Creating value
Based on deep
understanding of org.’s
culture & potential, as well as
needs and desires of clients

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Step 1: Brand Usability
Position the brand at the center, connecting the org. w/ end user and marketing w/ product development
Three requirements:
1. Based on stakeholder insights
2. Captured in useable format
3. High involvement in process
Leverage design research techniques:
• Context mapping
• Ethnography
• Cultural probes
Product Development
TheOrganization
Marketing
Theenduser

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Step 2: Innovation Strategy
Exploration of future states (desired, probable, unlikely) of the org., stakeholders, and external world
1. Start by looking at the brand relationship b/w the organization and its customers
2. Project this relationship out into the future. Relevant creativity techniques incudes:
• Scenario building
• Storyboards
• Road-mapping
3. Explore the relationship the organization aspires to have w/ its stakeholders
4. Determine how this future relationship can be brought to life thru future brand interactions

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Step 3: Design Strategy
Turn the fulfillment of the brand promise into a tangible experience for the end users
< sensorial level (how the product looks)
< behavior level (how the product feels)
< functional layer (what the product does)
< physical layer (how the product is made)
< mental layer (what the product means)
• The way end users come into contact with and experience brand touchpoints
• Aids in development, as design plays a role in each layer
Layers of brand-
driven design:

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Step 4: Touchpoint Orchestration
Each touchpoint should convey its own version of the brand story but be in tune w/ other touchpoints
BehaviorProduct Communication Environment
Ensure designers from various disciplines:
• Are briefed in an inspiring way, suitable to their tasks and expertise, and leaving enough room for
dialogue and interpretation
• Are briefed with the brand as starting point and are given the explicit task of bringing it to life
• Are stimulated to connect to the design strategy from Step 3 by involving them in discovering the
rationale behind the strategy themselves
• Are briefed simultaneously and are given the chance to exchange experiences across disciplines, both
at the kick-off and during the design process

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Recommended Reading
Abbing, E.R and van Gessel, Christa. (2009). Brand-Driven
Innovation in Design Thinking: Integrating Innovation, Customer
Experience, and Brand Value. New York, New York: Allworth
Press.

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