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zilver on the brand/design interface

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our take on the brand / design interface, as presentted to the board and top 50 management of a large dutch supplier to the building industry.

Veröffentlicht in: Business, Design
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zilver on the brand/design interface

  1. Design as strategic resource How design can be used to build a brand and to create sustainable value Erik Roscam Abbing MSc Mdm zilver innovation bv 17december 2008 Photo: francesca rose
  2. Me (quickly) Industrial Design Engineering Delft Master of Design Management Nyenrode Consultant in ‘Brand Driven Innovation’: … where branding, innovation and design meet Teacher @ TU Delft Teacher @ Eurib Rotterdam & HSLU Lucerne
  3. <ul><li>Brands </li></ul><ul><li>Design </li></ul><ul><li>The brand design interface </li></ul><ul><li>Cases from Zilver </li></ul><ul><li>What does this mean for you? </li></ul><ul><li>What will this mean for you in the future? </li></ul>contents
  4. So, let’s talk about brands and design
  5. Brands first:
  6. To some, the brand is just a logo… Photo: captcreate
  7. Brands seduce us into buying stuff we don’t need Photo: james@mannequindisplay.com
  8. They’re about the image in the mind of the consumer
  9. They are spreading capitalism around the globe
  10. Brands are all about advertising….
  11. But if that were true, how come they’re worth so much?
  12. Because they create meaning. And meaning we crave.
  13. They drive innovation. And give direction to design Photo: blakie
  14. They create focus, especially in B2B businesses.
  15. They can even turn around entire companies
  16. So: there’s an internal side
  17. internal
  18. And an external side
  19. internal external
  20. There’s vision…
  21. internal external vision
  22. And there’s action
  23. internal external vision action the brand is a relationship
  24. Now, let’s talk about design
  25. Design is expensive and exclusive
  26. Design is Jan des Bouvrie
  27. Design is the shiny layer around crappy products
  28. Design is Droog
  29. But design is also about mesmerizing beauty Photo: malingering
  30. And the power to achieve the impossible Photo: ruuku h
  31. Design solves real problems…and saves lives
  32. And it conveys meaning through design semantics
  33. Design is multi disciplinary Photo: daphoid
  34. And finally, with IKEA, everyone has become a designer Photo: joost v e
  35. So: design connects technology….
  36. technology
  37. … to art….
  38. technology art
  39. … .and planning….
  40. technology art planning
  41. … to doing
  42. technology art planning doing Design is a connecting process
  43. Did you see the parallels ?
  44. the brand is a relationship internal external vision action
  45. So …. branding & design
  46. The brand design interface > brand activation through design > design fulfills the brand’s promise… & the brand provides guidance for design > The trick is to manage the interface… … .between branding, innovation and designmanagement
  47. The brand/design interface is like newton’s cradle
  48. brand design Photo: francesca rose
  49. Some brand & design cases from my own practice
  50. Integrated brand & design management for a high-tech, B2B start-up
  51. Involving designers in building a relevant and inspiring brand
  52. Brand based user research, innovation and concept design
  53. B2C B2B low sunk costs high sunk costs 1 stakeholder many stakeholders emotional decision rational +emotional decision short life cycle long life cycle building relationship with seller building relationship with buyer value = experience value = product Company x In the lifestyle consumer product industry Company y In the building supply industry These characteristics guide the way you use design
  54. Now, what does all this mean for you?
  55. brand activation through design…..
  56. … puts design at the core of your organisation….
  57. Which means everyone has to understand design!
  58. Everyone!!
  59. So…..what’s next for your company?
  60. <ul><li>Using design as strategic resource </li></ul><ul><li>Facilitating the brand/design interface </li></ul><ul><li>Allocating budgets and responsibilities to design </li></ul><ul><li>Creating stakeholder awareness </li></ul><ul><li>Integrating design disciplines </li></ul><ul><li>Measuring design effect </li></ul>Design management
  61. <ul><li>Where will your company be in 10 years? </li></ul><ul><li>Will you follow trends or set them? </li></ul><ul><li>Will you be a partner for your leading customers? </li></ul><ul><li>Will the your brand lead design? </li></ul><ul><li>And innovation? </li></ul><ul><li>R&D? </li></ul><ul><li>And what will your role be in realising that future? </li></ul>Design leadership
  62. Thank you! [email_address] www.zilverinnovation.com