8 – create your own method

Working through this exercise, you will learn to develop methods and tools based on a given challenge in a specific context and to learn to translate what you’ve learned from chapters 1 and 2 into a practical way of working.

see page 77 of BDI.

A small group of three – five people, a flip chart or a large sheet of paper, many post-it notes of different colours.

step 1
Individually, take ten minutes to write down on post-it notes what you think the purpose of the BDI method is; for example, ‘to make work more efficient’ or ‘to increase the value of the brand’. With the group, stick the post-its on one sheet and discuss them. See if you can make clusters of meaning, for example of ‘process efficiency’ or ‘brand meaning’.

step 2
With the group, brainstorm about all the ingredients you would need to reach the objectives of step 1; for example, ‘a shared vision’ or ‘R&D and marketing in the same boat’. Write each idea on a post-it and paste them on one or several sheets.

step 3
Discuss all the ingredients with the group and see if you can find clusters of ingredients; for example, ‘creating a shared language’ or ‘generating ideas’. Create a sheet for each cluster by moving the post-its.

step 4
See if you can find a logical order to the clusters; can you find a sequence in which they follow naturally on from one another? Do two clusters take place at the same time, perhaps? Paste the sheets onto the wall in the order that looks logical. On each cluster sheet, write down a concise summary of what takes place in that cluster.

step 5
Cut arrows from some other sheets that indicate how clusters follow on from each other. It may be the case that some arrows go back in time. In each arrow, write down what is needed to go from one cluster to the next.

You’re done! You’ve created your own brand-driven innovation method. Take a picture,  post it here and join the discussion!

4 Responses Subscribe to comments

  1. G3

    Creating our brand-driven innovation method was an interesting exercise. The main conclusion is; the process of creating a method from ‘ingredients’ inspired by the BDI method helped us to understand the BDI method in more detail.

    The process was interesting. Firstly as a group we wrote bullet points of; ‘What is the objective of the BDI method’. This provided a starting point of inspiration to brainstorm the ‘ingredients’ of each step. Through several alliterations’ and discussion points we arranged these ‘ingredients’ in a logical chronological sequence.

    This sequence represents a complete “how-to process” for a human- centered brand-driven innovation project.

    On viewing our overview of the timeline, we identified clusters of tasks and milestones in the human- centered branding. Each cluster had a clear objective and flows seamlessly into the next cluster. Therefore, the clusters formed a loop that ends/starts with ‘Is the company’s brand strategy fulfilled?’
    To conclude, the creation of a team brand-driven innovation method gives us great insights into the reasons behind the process and the eventual aim of the human-centered branding process. Additionally, in doing this exercise the literature and theory in the book becomes clearer and more accessible.

    Oct 17, 2011 @ 7:21 pm

  2. group 14

    As prescribed we as a team started to walk through the steps that have to be walked through to come up with our own innovation method. The Swedish, Dutch, Chinese and French backgrounds of our team will be an interesting mix.
    We all started to think about what our method should help to accomplish. A couple of important things came up in the clusters we could make. In order to come up with an innovation the following steps are very important in our methodology. We will describe and then summarize what needs to be done in order to let this method work so that a flow of newness can come into a stubborn organization. Firstly:

    The brand awareness & coherence

    It is very important to have a common understanding of the values and strengths of the own brand. The company and culture is all formed and maintained by actions and work of human-beings. In Dutch we would say: ‘having all the noses pointing in the same direction’ as first step.
    How to? The ingredients..
    Open-mind, open for critique and a relax atmosphere. Post-its, balloons and sweeties are nice catalysts and icebreakers for the process.

    Intern discussions, meetings and sharing own thoughts and feelings about values and strengths of own brand and company. Moreover getting external input as well by for example inviting faithful customers into these discussions or by questionnaires and interviews with faithful customer database.
    This all to get a complete as possible view on the own brand.

    Clear and smooth communication

    The way communication is arranged in the company is critical for collaboration of different departments. What is the current situation when we talk about communication? What media and tools are used to communicate internally but also externally? Is it needed to innovate or improve these methods in the first place?

    Some ingredients :
    When the current situation is thoroughly investigated by a small team a presentation can be given about the situation and possible improvements. And that leads us to knowledge gaps..

    Shared knowledge
    With an improved communication system the door is opened for a more efficient process for innovation. This step is to combine and to gather all the knowledge that is available in the company, that should be more visible and more accessible because of the new communication tools.

    The ingredients..
    By building bridges people can fix knowledge gaps. Putting together different departments and already starting with creative ideation sessions, should lead to a new platform for development. The combination of strengths and fresh insights will involve every individual a participant in the process.

    New Framework
    Now that knowledge is shared and communications between departments is flowing it is time for setting the planning and milestones right for the innovation whether it is a process-, product- or service revision.
    How to?
    Setting up teams and team leaders with shared goals and understandings of the final result. A step by step own company innovation model can be made so that everyone feels very connected. This final step should create a shared ownership of the new idea and should provoke excitement. With or without final result, a new way is made for future innovations and conclusively it will make the company more successful.

    Oct 20, 2011 @ 8:45 pm

  3. EFCOM

    1. Managing (design) process
    2. Inspiration
    3. Finding opportunities
    4. Creating value
    5. Creating a vision

    In this photo the graph that we made with all our ideas about the purpose of the BDI and their clustering. After the clustering we came up with this scheme, where the managing (design) process is our starting point. We believe that this is the core of the BDI and that is why all the arrows start from this cluster in our graph. This also depicts that all the processes should start from the top (the managers of the company) and from there they can be transmitted to the whole company. From the managing process point of view the beginning of the cycle can be anywhere, depending on the needs of the specific company at the particular time. The whole process is an iterative process that’s why everything is linked together in a circle which is repeated. The order of the clusters is also important because each step is linked with its precedent and this can help the procedure by going back one cluster when there is a problem in the next one. For example if there is a problem in creating value the solution would be to find new opportunities, etc.

    Oct 23, 2011 @ 4:56 pm

  4. Paper Planes

    The Paper Planes

    Brand Driven Innovation 8 – Creating your own Method

    Our group had some thorough discussions on what Brand Driven Innovation can lead to, and the effect the method has on the company and its Strategic environment. Basically there were 2 divisions in the team: on the one hand we had supporters of the internal company benefits that mostly focused on internal drivers and improvements. On the other hand the team had a strong tendency to focus on external effects that Brand Driven Innovation could lead to. In regard to the model/method our team finally agreed upon the method called Brand Driven Innovation Synergy.

    [img]http://www.branddriveninnovation.com/wp-content/Assignment 8small.jpg[/img]

    The method focuses on the causes and effects that the company initiates through using BDI, and this is where the synergy takes place: Society, or the target group the company has its effect also has its influence on the company itself. Internal processes take place within the company; following from the input generated by society the company has its effect on, and visa verse! In this way, company and society build upon each other’s influence, and when this synergy is continued new product innovations will take shape.

    Oct 25, 2011 @ 1:27 pm


+ nine = 17

about this blog
this is Erik Roscam Abbing's blog on topics relating to the synergy between branding, innovation and design. Erik is a consultant (www.zilverinnovation.com), teacher (www.io.tudelft.nl), and frequent speaker on the topic of Brand Driven Innovation. He is also the author of the book by the same title, to appear in autumn 2010 at www.avabooks.ch. For inquiries, contact erik at erik at zilverinnovation.com
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