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Introduction to part I: shifting paradigms

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

2

... the way it deals with the environment and social issues, and yes, the way it develops new products and services (Ind, 2002; Roscam Abbing, 2005). This also implies that the brand is not something that lives entirely in the mind of the user....

Introduction to part II: brand-driven innovation as a working method for organisations

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

2

... the brand is suitable as a driver for innovation, and the extent to which there is room for innovation to be led by the brand (Roscam Abbing and van Gessel, 2008). The first is what we’ve come to call ‘brand usability’: the extent to which...

Building a brand-driven design strategy

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

0

...This chapter is built on the premise that design is essential in bringing brands to life through meaningful touchpoints that deliver on the brand’s promise. But this can only be achieved successfully if design is used in the right way....

How branding and innovation are connected to design

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

0

...Design plays a vital role in bringing strategy to life, through inspiring brands and meaningful innovation. In this chapter, we will discover why innovation and branding need design – making the triangle on which this book is based...

How branding and innovation are connected

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

0

...In this chapter we will delve into the connection between branding and innovation. Brands need innovation to fulfil the promise they implicitly make to users. Innovation needs branding to give guidance and meaning.Having explored how...

Building a brand-driven innovation strategy

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

0

...The core idea behind brand-driven innovation is that the brand can in fact drive innovation. This implies that the brand is suitable as a driver for innovation, and that innovation can use it as both input and inspiration. In chapter 3, we...

Building a human-centred brand

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

0

...The people playing a role in the first stage of the BDI method must have a shared vision of their performance and of the impact that they want to have. They must also fully understand the users and what they like. What’s more, they must...

Orchestrating touchpoints

Brand-Driven Innovation : Strategies for Development and Design

AVA Publishing SA, 2010

Book chapter

0

...This chapter is about creating individual touchpoints in such a way that they function optimally, while at the same time taking care to ensure that they produce a whole that is more than the sum of the individual parts. It is about...