6 – the role of design in BDI
This exercise will enable you to think about how innovations are connected to brands and to discover what role design plays in both establishing this connection, and in making the innovation worthwhile or significant.
see page 51 of BDI.
A camera, an empty wall, 16 blank postcards or large post-its, tape, felt pen, and a group of four people.
During the next few days keep track of the innovative products and services that you find valuable or meaningful. Take a snapshot of each innovation and print it. Then take four blank postcards or post-its and write or draw on them the answers to the following questions:
1 | Why is the innovation worthwhile for you?
2 | How is the innovation connected to the brand it belongs to?
3 | What is the role of design in establishing this connection?
4 | What is the role of design in making the innovation worthwhile for you?
All participants hang the cards or post-its next to the images, in the same order. Then, in the group, take turns to present your findings, and discuss the differences and similarities between them amongst yourselves. Try to come to a definition by completing the sentence: ‘the role of design in brand-driven innovation is…’. Once you’ve come to a satisfying definition that you reach agreement upon, you’re done… for now!
Upload photos of your innovations with your comments here, and join the discussion!