6 – the role of design in BDI
Purpose
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.
Required
A camera, an empty wall, 16 blank postcards or large post-its, tape, felt pen, and a group of four people.
Step 1
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?
step 2
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!
step 3
Upload photos of your innovations with your comments here, and join the discussion!
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Group 14
The role of design in BDI
An innovation can be connected to its brand through a design expressing the brand identity. A coherent brand uses the same or similar design language in all products and if used the right way, design even makes it possible to communicate the brand values and vision. An innovation can also be connected to a brand through quality or technical functions if the brand is well known in a specific area of expertise.
In the first scenario the design plays a major role in connecting the innovation to the brand because it is all about making the customer recognize the design cues and associate them with the brand. As mentioned the design can also embed the values of the brand. In the second scenario it might seem like design is of less importance because the brand is mainly based on technological expertise but on the other hand, design thinking is still necessary in order to develop the new technology and find possible areas of usage and finally, to incorporate the technology into a user friendly product. One of the major roles of design is to transform complex technology into understandable products that can be easily handled by the intended user.
As a conclusion we would like to say: “The role of design in brand-driven innovation is to support the company vision and to communicate this together with the brand identity, both to the company stakeholders as well as the users.”
Oct 09, 2011 @ 7:51 pm
G3
The role of design in brand-driven innovation
We looked at many different innovations and services that we found meaningful and valuable. What we noticed was that some products are basically the brand (e.g. Segway, 9292), whereas some were a settled product within the brand portfolio (e.g the Philips mixer or the casio watch). Some products were the pride of the companies (e.g. sennheiser headphones), others were merely a new direction for the company to follow in the market (e.g. Memorex iphone dock). However different the innovations, what they had in common is that they were helping us in one way or another to make our lives easier. Design helps to make these products attractive to us, whether it is a very functional attraction (e.g. the ikea bag), or an attraction of beauty (e.g the moleskins).
[img]http://www.branddriveninnovation.com/wp-content/brainstorm foto.jpg[/img]
This all concluded in the following statement:
“The role of design in brand-driven innovation is delivering the vision of the company to the customer, by reflecting the different aspects of the brand in the product or service.”
Oct 12, 2011 @ 12:03 pm
Group 13 - Paper Planes
During the discussion process we found two different types of how products where related to the Brand. On the one hand, some brands are specifically related to just one product and its accessories. Two clear examples are the Segway or the DIY 3D printer.
On the other hand, we also got some insights from companies like Dyson, Nintendo or Go Pro cameras, where the role of design in establishing the connection between the innovation and the brand it belongs to is similar in almost all their products. For instance, while Microsoft and Sony where competing for faster and better graphics, Nintendo broke a new ground moving their efforts to the user experience and what with existing technology they could go for. The result, Nintendo Wii, a console a low graphics game with a new way of experiencing the game, using the movement of the body. Another example, Nintendo DS. In this case, Nintendo just approached a new target and give them a new function; Elder and Brain training games.
Dyson it is also a good brand to mention. We will mention two examples: The vacuum cleaner and the Bazooka lifejacket. Both have a common point. They took existing technology used in bigger sectors and applied it to a housewares space. Finally, Go Pro refused some of the main characteristic of a digital camera which is the screen. Nevertheless, they focused on the idea to record moments that with other cameras where difficult to film. Successful result of a new combination of characteristics that achieved a new target group as well; people who enjoy extreme sports.
[img]http://www.branddriveninnovation.com/wp-content/paper_planes_group_13_the role of design in BDI.jpg[/img]
To conclude, the role of design in brand-driven innovation is to amplify the company’s vision in the brand identity in order to end up with products / services which meet the qualities or aspects they want to achieve and communicate.
Oct 13, 2011 @ 2:18 pm
- shiqi -
Group 14’s conclusion: “The role of design in brand-driven innovation is to support the company vision and to communicate this together with the brand identity, both to the company stakeholders as well as the users.”
We agree with what is said by ‘Group 14’, but we would like to add something to their conclusion. As we see it, the role of design in BDI is not only to support and communicate a company’s vision and identity, but often also to connect people in certain ways. The following example will indorse this.
One of the innovations that stood out during this session was ‘Join the Pipe’. It is a company that has an innovative way of helping third world countries facing serious fresh water shortage. The product they’re selling isn’t just the bottle from the image, but a service of installing a water tap in schools, offices etc. The money that is paid for this service will go to a water project in Africa. Since they are a foundation it is also possible to donate money which will go to those same projects. As a token of your help you will receive the water bottle from Join the Pipe, a bottle that is refillable, dishwasher proof and a symbolical part of the pipeline from the Netherlands to Africa.
When knowing this story, it (to us) immediately becomes clear what that pipe shaped water bottle is about. The striking design of the bottle represents everything that the company stands for. When using it (in public), people will start asking questions and therefore will get to know JTP. Many conversations will be started because of this design (true story). As mentioned earlier, it symbolizes a small part of the figurative pipeline to Africa. When using the special JTP water taps to fill the bottle you are actually giving water to Africa through that pipeline; you are using the JTP tap with ordinary tap water instead of buying expensive mineral water in throw away packages.
Oct 18, 2011 @ 9:31 am
Paradox 20
We gathered a lot of different innovative products and services we found meaningful. A condition for an innovation to be meaningful is fitting the brand. The design language of the product of service had to fit the brand identity otherwise there could rise a major gap between the brand identity and the brand image.
PHILIPS LED LAMP
Besides the design languages the technical capabilities of the product should connect the brand. We found the Philips led lamp a worthwhile innovative product. The product itself is a technical achievement. The lamp produce comparable light intensity with a fraction of power consumption needed. However the product is a quite remarkable engineering achievement the design language of the Philips lamp still fits the brand. Thus without changing your light consumption pattern you are saving power just by switching to the Philips led lamp. The role of design in this product is essential. The design of the led lamp makes it possible to use the product in existing systems. A good example of a product fitting the brand identity: sense and simplicity.
FREITAG BAG
Another example of an innovative product is the Freitag bag. This bag is made from recycled materials. Normally these materials were thrown away. The materials are used, having seen service on the road. They are well-travelled truck tarpaulins, unravelled seat belts, bicycle inner tubes, and airbags. Freitag combines these used materials into a high quality bag. The basic idea was to make something useful from waste. This way of using waste into something new make this in our opinion a worthwhile innovation. The Freitag bags represent Swiss quality by using recycled materials translated into unique designs. Every bag contains a unique design because of the different pieces of tarpaulins used. Design for Freitag is very important to communicate their brand values. The use of recycled materials is a basic starting point. It is a part of the brand identity.
*There occur a foto uploading problem
Oct 18, 2011 @ 11:16 am
The TwentyONEs
The role of design in BDI
Here, when we talk about innovation, we not only refer to innovation itself, but the brand behind the innovative products or services as well. Another remark is for different brands, the level of innovation is different and the role of design is different per situation as well.
The role of design in brand-driven-innovation is being a starting point to build up a brand.
We can find examples easily. For instance, twitter started with providing the service of uploading small text messages into Internet. They built upon the idea of delivering valuable information. Of course, they also enhance their services by providing more services. There are some other examples, such as Groupon, yeeyan, Joyoung and Douban.
The role of design in brand-driven-innovation is long-term strategy to promote innovation.
Eletrux is an American company to manufacture electronic devices. It holds design studio every year with the topic of what the life will be in 20 years. Many students take part in this competition and designed lots of innovative concept. The products are innovative, but the event itself is also an innovative action for a company to express their concern about consumers and design. What’s more, this action helps them to establish an innovative brand image. So the design of the competition is a long term strategy for company.
The role of design in brand-driven-innovation is a tool to complete the brand promise.
Philips has many examples of this role of design. For instance the new fryer they developed. This fryer meets the requirements of the market; it can fry chicken and fries at the same time without too much oil. This is convenient and quick, exactly what Philips stands for. You could also conclude that design is a catalyst for innovation as Philips designed this through the needs of the customers and resulted in an innovative product. Other companies that do this are Swatch and Ikea.
The role of design in brand-driven-innovation is to make it possible for a brand to change.
Warrior shoes had very cheap, good quality shoes, however, nobody bought it because it was old-fashioned. The redesigned product attained a better image in the market and so, the brand image has changed the brand from an old-fashioned shoe company to a modern shoe company. Another company that is comparable with Warrior shoes is Sanyo.
The role of design in brand-driven-innovation is to add value to brands.
For example, Nongfu spring produces drinking water. Now they introduced a juice and tea to their product line. This choice enriched the brand image and promise they have. They still produce drinking water so this is an addition for the company. Another company that has done something similar is Sina.
The TwentyONEs
Oct 20, 2011 @ 6:21 pm
Team EFCOM
The role of design in brand driven innovation is making this innovation meaningful for its company. A brand is a definition of the characteristics of a company or organization and these characteristics have to be translated by design when innovating. Design is the glue that sticks decisions and innovations of a brand together.
For example, from a design point of view the Philips wake-up light actually seem an obvious innovation afterwards for Philips. They combined the company’s expertise on medical- and light technologies which have been resonating in the brand.
Another good design example is the cooperation of Spotify with Facebook. This innovation connects with Facebook’s brand and it is design that caused this innovation to be worthwhile for every Facebook user.
In these specific cases it is shown how vital design is to make innovations successful as a brand. In a broader sense the role of design in brand driven innovation boils down to the following; Design connects the brand and the innovation and translates it into something of value.
Oct 20, 2011 @ 6:49 pm
Group 11
Innovation as a driver
The notion what design means has shifted during recent years, from the noun being about aesthetics, to a verb describing the process how to bring essential value to a product, service or system (BDI, p. 14). This description explains what design is considered to be, but it does not explain how design can make an innovation valuable, or how design can connect the brand to the innovation. In this post, we will give two examples that demonstrate the role of design in brand-driven innovation.
The communication industry is changing fast, especially the tele-communicating sector: from landlines, to mobile phones to internet conversations. Skype (founded in 2005) provides a software application that allows users worldwide to make phone- and video calls. It is free to call to other users within the Skype network, while calls to both traditional landline telephones and mobile phones are considerably cheap. Skype has proved to be very worthwhile, especially when calling oversees or to make video calls, since it saves money and can be used all over the world. The innovation actually is the brand itself; without the technology and application Skype would not have existed. The design helps to connect this relationship: the program has a very recognisable logo and light blue style, the interface is very clean and simple; the functions are self-explanatory and easy to use. Less experienced internet-users are guided with clear instructions by a test-person, and the large buttons ensure that Skype can be used by almost anyone.
Design is the tool to make the innovation come true: the technology for the software exists and the design communicates the simplified version to the consumer, hereby fulfilling the brand promises: ease to use, fun, cheap and fast. Last but not least, Skype continuously innovates the software, which is again displayed in the design as a new feature.
Another ever fast changing business is the fashion industry. Nike (founded in 1964) has grown from a tiny company producing athletic shoes to a world leading supplier of sport clothes, shoes and other sport equipment. Nike can now also be seen as a lifestyle brand. This aspiration is demonstrated in a special shoe collection, the NikeiD. It gives you the possibility to design your own shoe, in a short time, without having to be creative yourself. You can straight away get a preview what your designed shoe would look like. The online customisation service is a worthwhile innovation, showing Nike’s eagerness to always look for new trends. The innovation is connected to Nike’s brand identity and slogan, ‘Just do it’. And that’s really the only thing you need to do. Go online, develop your own stylish shoe, and order. The design of the shoe plays an important role: your NikeiD shoes are unique, but still recognisable as a Nike-product, because the model is known and the logo is shown on the side. Users can find a desired colour combination (customisation), without the worry that everyone around you is wearing the same shoes (individualism). The design makes the product unique, but at the same time you still belong to the ‘Nike lifestyle’ thanks to the design.
These two examples that design is much more than just aesthetics; it communicates the innovation and connects to the brand identity.
Oct 25, 2011 @ 9:10 am
Group 11
Pictures belonging to our blog, posted 1 minute ago!
Oct 25, 2011 @ 9:13 am
Group 11
Oct 25, 2011 @ 9:14 am
Group 11
Unfortunately we didn’t succeed to upload this picture together with the blog (from group 11). hereby the picture showing the results of the exercise.
Oct 25, 2011 @ 11:14 am
Group 23
For this session each of our member tried to follow a products and/or service that valuable and meaningful from our perspective and further discussed about each of our own perspective through the innovation. We came up with several innovations and further discussed the most interesting for everybody in the group. We elaborated more on Wacom ‘INKLINK’ and ‘BAMBOO PAPER APP’, ‘OV FIETS’ by NS train, Dell INSPIRON ONE.
The first example is Wacom ‘INKLINK’. The innovation is worthwhile because It allows human to combine the freedom of handmade sketching with the editing possibilities in digital sketching. Wacom is the world largest brand in digital tablets. They are leading the technology development and this new product innovation is a proof of this. The Inkling fits Wacom design very well. It still fulfills the function of an ordinary tablet, with new approach on how to use it. The combination of analog and digital techniques, gives great freedom in designing. It’s having these possibilities that makes it worthwhile.
Another example from wacom is their ‘BAMBOO PAPER APP’. This app is worthwhile because it’s an innovation that could make technology feel more human. This app creates real pen and paper experience in a digital technology. Wacom is a pen and tablet manufacture that leads the industry. The innovation fits into the Wacom brand vision, and transfer it further to the ‘real human interaction’ of paper and pen. The role of design in this case is to make wider the product-brand perspective. Wacom not only concentrate on product specific but also software area. By doing that, Wacom could be fit in many situations in peoples’ life.
The next innovation that we take into account is NS train’s ‘OV FIETS’. We think that the innovation is worthwhile because it enables me to rent a bike whenever I want for little money. This way I have means of transportation in almost the whole of the Netherlands. This ‘OV FIETS’ belongs to the NS and it expands the reach of transport they can give to their customers. It is the design of a service belonging to the NS that gives their customers more options and makes it easier to choose the train instead of the car. The design of the bike ensures that people recognize it as being part of the NS brand by using the NS colors.
Another example is Dell Inspiron One (All in 1 PC with touch screen and interactive television). We think it’s a great example of the combination between multiple new hip technologies and an appealing design. The brand states that they’re always focus on consumer needs. They conforms their mission by introducing this product; they apply their vision in the design of the product. The design simplifies the underlying technology, and made the product usability is very easy.
With all the examples that our group discussed we came to a conclusion that the role of design in brand driven innovation is ‘to create more valuable solution with broader perspective, and make a synergy with all related aspects that would be connected between the products/services to the brand’.
Oct 26, 2011 @ 2:08 am
leCON7
The role of design in brand driven innovation is translating a vision and strategy into added value for the company and context. – The brand as a representation of a vision creates the opportunity for the company to pursue that vision. Making that vision possible is translating it to the world, which happens through design.
One important thing we discussed about innovations is that they are time dependent, sometimes we don’t realize that a lot of products we find in our everyday life were innovations in a certain moment but we get used to them over time so we don’t see them as innovations.
The following innovations have been discussed: the Vibram Fivefingers, the Philips Sonicare, the TU Follow-Me printing system, Facebook and ING Internet banking.
VIBRAM FIVE FINGERS
The Five Fingers are a new type of shoe produced by Vibram. The innovation lies in the fact that the shoes offer no support but just a thin layer of protection so that the user has a barefoot experience. Vibram’s vision is to maintain their leading position in the active lifestyle market. They have translated this vision into the core feature of the product, namely protection. Along with the research about barefoot running and the benefits they made the translation to a foot-shaped shoe which protects your feet, but does not affect the experience.
PHILIPS SONICARE
Philips sonicare promises a life time of good oral care, this promise indicates that Phillips promises you to take good oral care for you whit their toothbrushes, air floss systems or what other products my come in the future. The innovation of the Sonicare is that you still brush your teeth like you do whit a regular toothbrush, accept it works with a sonic vibration, this is not a new technology but is a a new technology in this market and for this use. it has proven to clean your teeth in a natural way and better than normal toothbrushes. whit their other innovations Philips is trying to concur the dental market and in my point of few they are succeeding pretty well.
TU DELFT FOLLOW ME
The new Follow me printing system is an easier way to complete a print, copy or scan job using the multifunctional printers available all over the university. The new machines are similar to the old ones, but with a new feature: a card reader. Now it is extremely easy to use the campus card for printing, scanning and copying. Holding the card against the reader enables it to recognise users so they can then complete printing, scanning or copying jobs. This means no longer need to remember login codes when making copies, etc. With the new machines, it is also possible to enter several print jobs but to delay printing until it is convenient for the user. This means no longer have to go to the printer to collect documents after each print job, but register with the campus card and then print off all the documents in a printing queue. Being TU Delft a top technological university, this type of innovations reflect the vision translated in “developing new, cutting-edge scientific insights which underpin the necessary technological breakthroughs”
FACEBOOK
As stated on Page 60, “Innovation is about turning what’s uncertain and continuously changing into value that doesn’t yet exist for a group of people that don’t yet know they need it”. Facebook came at a time when a lot of social media services were springing up. According to Facebook’s vision which is “Giving people the power to share and make the world more open and connected.” The company used design to achieve the brand promise of “helps you connect and share with the people in your life.” The innovation is worthwhile because it redefined the way people shared information. People could stay in touch with friends and families and share information with as many as possible. According to Marty Neumier (Page 60), “Design contains the skills to identify possible futures, invent exciting products, build bridges to customers, crack wicked problems and more” What really made Facebook important to me was the simplicity of design and the ability to inform about potential friends. In doing this, they used design to build bridges around their customers which was why it became successful and had a customer base of more than eight hundred million active subscribers within seven years.
ING INTERNET BANKING
With the advent of the world wide web, many financial institutions came up with an online service to facilitate all kind of bank related transactions, called internet banking. Because this assignment is about how innovations are connected to brands, we use ING Group, a global financial institution, as an example. From a users perspective it not really hard to see why this innovation is worthwile. First of all, internet banking made it possible to transfer money without physically leaving the house. This made it real easy to transfer money without having to get and send paper cheques. Besides the time to send money from account A to account B, was tremendously shortened because there were no people anymore involved in the process. ING Groep, at the time internet banking was developed called ING Bank, is connected to this innovation for several reason. As one of the Netherlands’ largest banking institutions they were kind of forced to invest in this technology, because all their competitors were doing the same. And people were also expecting this kind of extra service from a large firm as ING Bank. Between ING Group and its competitors there is not much of a difference to see in the way they gave shape to their internet banking. The design of their internet tools is almost identical, although ING Group does have something different, which in our opinion makes them better than the rest, namely their confirmation method. While you have to use an e.dentifier with ABN AMRO and Rabobank, ING Group sends a personal TAN-code via a free text message. Now you can transfer your money everywhere without having to bring your e.dentifier.
Oct 27, 2011 @ 10:35 am
Group 12
The final conclusion after the discussion: ‘The role of design in brand-driven innovation is the realization and embodiment of the innovation and therefore it also embodies the brand’s identity, promise and vision towards the user, since these were the drivers for the innovation.’
In the end, all efforts in brand-driven innovation to create value are realized in and represented by the products and services that a company offers to the market. So the design of/in these products is responsible for embodiyng these values into something that can be recognized by the buyer, user, and the company itself.
Next to that, it also has an influence inwards the company. Creating the brand is a two-way process and the products and services that are being produced also give further clarification on what the brand really is and gives direction for future innovations.
Team Coffee-Break (team 12)
‘Get set for fresh perspectives…’
Oct 28, 2011 @ 1:30 pm
6MINUS1
Through finding examples of innovations, we identified the following roles design can play in BDI:
Not only complicated products, but even everyday-day things contain elements that can be communicated to users through design and more specific through ‘good design’. (D. Norman)
The innovation examples we chose in this assignment showed us design can increase the usability and simplicity of products and furthermore helps users understand and benefit from these advantages.
Moreover, our example innovation also contain emotional elements. Generally speaking, products and services that succeed in incorporating these elements in their innovations can create sustainable value for both the company and the customers.
The previously mentioned emotional elements are specific and have a name. They are the values, the philosophies, the ethics and the beliefs that are shared by both the users and the company under the Brand umbrella and shape the product/service/system. In this context, the brand plays the role of inspiration for both design guidelines and the end user.
Design can aid innovation only when it is a result of creativity and when it is strategically well positioned.
We identified the interconnection of brand, innovation and design. Now the designers have to enter the play-field, in order to actually make these connections. Designers play a key role and it is up to them to fulfill this role in understanding the ecosystem around them, ‘adopting it’ and using their creativity to innovate through the previously mentioned emotional elements.
Oct 28, 2011 @ 1:44 pm
Group 15
[img]http://www.branddriveninnovation.com/wp-content/2011-09-29 12.26.55.jpg[/img]
Conclusion after discussion:
“The role of design in brand-driven innovation is translating the abstract brand (promise) to concrete products/services/processes/business models and connect the consumer to the brand.”
In addition to this, we found that all the products that we brought had some kind of value to us. These values were mostly given by the design, which is fulfilling the brand promise.
Oct 30, 2011 @ 4:48 pm
peer2peer (group one)
Our discussion is summarized in the attached picture.
Oct 30, 2011 @ 11:03 pm
peer2peer (group one)
Our discussion :
Oct 30, 2011 @ 11:06 pm
Team Nine
The role of design in brand-driven innovation
[img]http://www.branddriveninnovation.com/wp-content/2.5 The role of design in brand-driven innovation.jpg[/img]
Design plays a central role in establishing the connection between the innovation and the brand, the innovation belongs to. It infuses the innovation, both consciously and unconsciously, with all the aspects of the brand (core values, skills and personal values of the designers etc.). For instance, connecting the brand can be a product of a well-thought-out process, but it is also an outcome of the unconscious values and feelings of the company’s designers. Also design makes innovation in technology meaningful and understandable to the user because that is a part of the purpose of design: to make innovations meaningful.
A brand that has a wide arrange of different products in different markets may risk its perception to become diffused. Therefore it can be difficult to determine the role design plays in establishing a connection between such brands and innovations related to them.
The role of design in brand-driven innovation is to connect the brand and the innovation to each other. Design bridges the innovation of a product to the user and also bridges that product with the values of the brand. Design makes the innovation meaningful to the user. For example, a scientist comes up with a new material. This new material is an innovation, but without design it is not meaningful to consumers yet.
Nov 02, 2011 @ 1:36 pm
Synergize & Co
After analyzing several products and services we came to the conclusion that innovations are worthwhile for us when some value is added to our everyday lives. It depends on each one of us what we consider worthwhile; we all represent different targeted markets. Anyhow, the innovations we chose make a real change in the way we used to see things.
As examples of innovative products we have Melissa, a brazilian brand that produces stylish shoes in plastic. The innovation here was to create a new concept on how to produce and wear shoes. Besides, the brand is as young, daring and appealing as the shoes they create. The role of design is maintaining the artistic and irreverent style of the brand by expanding the concept to other kinds of shoes or fashion objects. Another product is a controller for Traktor, a Dj’s software. It’s innovative because it’s an external device that allows you to control better and easier the software, the DJ feels more comfortable and allows him to mix the music better. The brand, Native Instruments (dedicated to solutions on computer based music performance) drove this innovation by focusing on improving DJs´ experience giving them a wide new range of possibilities on how to mix music.
In the service innovation we have IKEA Man land, a whole new different story for men in the shopping experience. This innovation is a service provided by IKEA to a broadly known problem between couples when it comes to shopping. It gives men the opportunity to have fun while their wives shop by giving them a place for entertainment. IKEA brand is all about being practical, efficient without leaving aside other aspects such as aesthetics and trends; this innovation comes from the same philosophy, it’s a practical way of dealing with the shopping issue. The role of design was figuring out the necessities of both genders to create a pleasant experience for both. Another service we chose is soundcloud, an online community to share music created by users. Though there are other websites doing the same, soundcloud did it a lot better, more user friendly. The brand was created to offer this service, so the brand itself is an innovation already, both the service and the brand developed together. Design plays an important role by adding positive experiences for the user.
As a conclusion we may say that design plays a very important role on all the brands that produce the products and services analyzed. Design keeps the brands alive by bringing new products and services, besides it plays an important role in discovering hidden needs and expectations of the users to make worthwhile innovations. The role of design in brand driven innovation is to create a bridge between the brand and its users that communicates values, needs, expectations and experiences from one side to the other, from the brand to its users and from the users to the brand.
Nov 03, 2011 @ 2:03 pm
3plus3
After looking at several innovative products and services, we found that the user/consumer is an important ingredient in the relationship of the design and the product/service. Here design enhances the usability (HP TouchSmart, Senz Mini), accessibility (Google Map), aesthetic (Philips Diamond Clean), experience (Apple Iphone), and etc. of the products or service. Design tries to get the users and the products/services closer.
We found that some products/services (Apple Iphone, Google Map, Philips Diamond Clean) in our discussion are really matched to their brand identities. These brands use design as a bridge to connect their brand promises or identities with their products or services. These tight connections then transfer the values to the consumers. In these brand-driven innovations, design plays a vital connecting role in the triangle of the brand, the product/service and the consumer.
On the other hand, we found some of the innovations are weak in the connection of the brand and the product/service (Nikon D90, Douwe Egberts automatic coffee machine). Although they are innovative, the connections of brand identity are lost. The user-driven and market-driven are the main approaches of these innovations. The role of the brand here is overshadowed.
There is a special case in our discussion, the Senz mini. The shape of it matches the Senz brand identity very well; it seems like a brand-driven innovation at first glance. After we discussed deeper, we thought it is a user-driven innovation: the folding function is the motivation of this innovation. Senz use technological design as the tool to solve the problem from the consumers. At the same time, it set up a clear brand identity by the special shape of the umbrella. And, all the products of Senz do follow this identity.
Nov 03, 2011 @ 3:22 pm
[PENTAGON]
// Role of design in BDI //
Looking at the various products and services chosen, it seems that the products of brands which try to communicate a specific strong identity (i.e. Apple) are chosen for the brand experience/image. When people need a product because of the functionality the product brand does not need to have a explicit brand identity. Those products are less innovative; a larger variety of brands produce an alike product. These products are less outstanding.
Therefore our conclusion is:
The role of design in brand-driven innovation results in experiencing the brand. This goes beyond the product itself; the characteristics of the brand are communicated through the product and therefore the user experiences the brand.
Nov 04, 2011 @ 8:29 pm
G-02
Our discussion was focused in around 25 from different categories of products to see how much they were connected to certain brands. Highly branded products seem to have a higher differentiation factor, while less branded product don’t have that
Nov 07, 2011 @ 11:10 am
G-02
The conclusion was, then:
The role of Design in Brand Driven Innovation is to deliver products and/or services which meet both users needs and wishes while matching the brand values in a proper way.
Nov 07, 2011 @ 11:13 am
Four
a picture says more than a thousands words…
Nov 08, 2011 @ 6:58 pm
Group 18
The role of design in brand-driven innovation
For this exercise we collected a lot of meaningful innovations from our daily environments and had some discussions about design’s role in brand-driven innovation. We chose three examples two state our main findings;
Coca-Cola Zero
The innovation is for sure worthwhile because it has been one of the most successful product launches in Coca-Cola history. They adapted their products into the changing needs of the society. We are living in the fast consuming products era now, which leads us eating less healthy food and gaining weight easily. The fast consuming products giant Coca-Cola was aware of the fact that their products has a lot of disadvantages on this subject, so they introduced Coca-Cola Light in 80s. But since light products are more prone to be associated with women, a market gap occurred for men who care about their appearance and health. Then Coco-Cola Zero came to rescue. Coca-Cola brand carries the role of ‘being for everybody’. With the addition of Zero to the Coca-Cola family, now the brand is ‘actually’ for everybody: Light for women, Zero for men, regular for children and elderly. Of course there are no strict distinctions between these products and aimed target groups in reality, and it surely doesn’t mean one of the members of the target group would not drink the other product. However, more or less, it is the case. Making this distinction, states that people are different and have different needs according to many factors, therefore should be introduced with variety of products. The role of design in connecting Coca- Cola brand to the innovation is in the strategy behind the product and also on its appearance. Its black color, less rounded graphical elements and masculine font supports the idea of being for men but doesn’t walk away from the main Coca-Cola statement; being for everybody. Therefore delivers the message of innovation in a branded way.
Drop Fruit Duo
Can a candy be an innovation? It can be indeed!
Drop Fruit Duo is a tasty mixture of liquorish and wine gum which is a consequence of design thinking and creating opportunities for new markets. The combination is original and reflects the brand promise; ‘delivering pleasure, quality and fun’. Red Band is a local brand which leads the candy market in Netherlands and Germany. Being local means, adapting the product portfolio and brand values, into the needs of customers of that specific area. It is not a secret that Dutch love liquorish, considering that they have the highest percentage of liquorish consumption in the world! Therefore Red Band was quite aware of their consumer’s needs and took a heart winning approach with combining their regular wine gums with liquorish. Thus, there lies their approach towards innovation and design; user-centeredness and an open view towards possibilities. Design gave input on what should be developed to reach the brand promise. Therefore design is the catalysis for the innovation which will deliver the brand’s promise.
Google Maps
Since the date it was introduced it became one of our ‘can’t live without it’ items. Google maps is a pioneer innovation because it folded our wide paper maps and put them all into one screen instead. Now it is too bizarre and even unthinkable trying to find a café, a hotel or a friend’s house on a large paper-map! Google is the top player of the search engines and now it is connecting the ‘searching’ activity to the physical world by Google Maps. Google is a brand which already crossed their brand description with their innovations and always trying to go further. Rather than Google Maps, applications such as Google Translator, Google Earth, Google Docs, Google Chrome etc. helps Google brand to expand their brand vision and conquer the visual world. Moreover these applications are used both on computers and smartphones which makes the brand highly reachable. Now we can say Google is not only a search engine anymore, but it is more of a software brand. Designing such products/applications obtained that leap of market categorization and expanded brand’s vision. Therefore designs role in here is leading the brand towards new opportunities. Furthermore, Google Maps allow people to have a panoramic view of a street or ‘virtually’ walk on that street next to some other features. These all are the outputs of design to connect the innovation to its brand.
[img]http://www.branddriveninnovation.com/wp-content/IMG_0660 copy-2.jpg[/img]
[img]http://www.branddriveninnovation.com/wp-content/drop fruit duos-1.jpg[/img]
In light of these examples we can conclude that design has two roles in brand-driven innovation;
- it can develop an innovation to a worthwhile product for the brand,
- it can brief an innovation team about what product to develop.
Nov 08, 2011 @ 10:09 pm