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Brand Driven Innovation: Strategies for Development and Design (Required Reading Range) Paperback – October 10, 2010

ISBN-13: 978-2940411283 ISBN-10: 294041128X Edition: 0th

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Product Details

  • Series: Required Reading Range
  • Paperback: 192 pages
  • Publisher: Fairchild Books (October 10, 2010)
  • Language: English
  • ISBN-10: 294041128X
  • ISBN-13: 978-2940411283
  • Product Dimensions: 0.9 x 8.4 x 11.5 inches
  • Shipping Weight: 2.4 pounds (View shipping rates and policies)
  • Average Customer Review: 4.7 out of 5 stars  See all reviews (3 customer reviews)
  • Amazon Best Sellers Rank: #1,127,926 in Books (See Top 100 in Books)

Editorial Reviews

Review

'After making a clear, concise case why branding, design, and innovation are closely connected and interrelated, the rest of the book deals with bringing the theory to life and giving very practical pointers on to apply these ideas ... this book is a real winner. It's actually the first book to my knowledge that deals with this subject extensively and makes the case for brand-driven innovation explicit and tangible. I'm a believer in this approach, and I think in the future the winning companies will have to adopt a similar point of view and process, one way or the other.' Rik Wuts, Klatergoud blog, January 2011. 'It is clear and concise and provides a design linked introduction to the principles of branding, providing an excellent base for progression into employment and understanding of topics which reflect the nature of the creative industries.' Stewart Bibby, University of Lincoln, UK. 'This book will be useful and I want to make it one of our main textbooks.' Eun-Kyong Baek, De Montford University, UK.

From the Author

Branding is not merely advertising. On the contrary, in Brand Driven Innovation, branding is considered to provide a driving vision for sustainable growth for organisations. Nor is innovation seen as merely technological and ground-breaking; instead, it’s considered to be any value that is brought to the market and that helps users to fulfil a purpose.


More About the Author

Erik Roscam Abbing (Seattle, US, 1969) is a consultant and teacher in design management, with a strong focus on bringing together the disciplines of branding, innovation and design. Having studied Industrial Design Engineering at the Technological University of Delft and Design Management at Inholland/Nijenrode,both in the Netherlands, Erik has worked as a practicing product designer for 10 years before founding his consultancy Zilver innovation in Rotterdam, the Netherlands. Erik consults for a variety of international clients in the product and service industries, using a set of proprietary methods and tools that are described in Erik's book 'Brand Driven Innovation' that was published in October 2010 by AVA Academia, as well as in several papers for the Design Management Institute. Erik is also a part time teacher at the school of Industrial Design at the Technological University of Delft, the Netherlands where he develops and teaches classes related to strategic design, design thinking and branding. Next to that Erik is a guest teacher at the Hochschule Luzern and at CEDIM Mexico.

Customer Reviews

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Most Helpful Customer Reviews

1 of 1 people found the following review helpful By stg on July 28, 2011
Format: Paperback
Working in a successful branding agency I've come across many books looking at branding, innovation and design or some sort of medley of all three. It's very difficult however to find a book which actually establishes the link between all three of these; especially in their current context today. Brand Driven Innovation manages to do this, successfully.

The book is written with very much an academic audience in mind, as with most ava books, it's layout is excellent with clear sections and explanations for each. Overall the book provides a great explanation for how branding and innovation are connected, and the role design can play in establishing this partnership. Several of the case studies included are very relevant and interesting; it could make more use of some of these and go into a little more depth. I felt that some were maybe not explored as well as they could have been, the innocent smoothies example for instance was fascinating but provided a very limited snapshot to a company which has managed to do so successfully in recent years.

I would highly recommend this book to most individuals in the creative industries, especially those that touch upon branding, innovation and design. Whilst I'm unsure about the selection of some of the case studies and others lacked any real depth, the content surrounding them is totally sound. The second section of the book looks to propose how brand-driven innovation can be made into a four stage process, with several useful tools and methods that could enable this.

In summary, this is a great book - it's particularly relevant to the role branding, innovation and design play in the world today (something other books often are outdated with). If you're in education or an academic, this is a great read - very useful and informative. For those already in this field, a worthwhile read to gain a viewpoint which is probably the most relevant towards this subject to date.
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1 of 1 people found the following review helpful By VONK strategic art thinking on January 9, 2011
Format: Paperback
"This is a stunning survey in which a holistic framework, based on years of practical and theoretical learning, is transformed into fresh, clear but most of all useful chapters. It provides a insightful guideline through complex processes, ready to use or to give you enough knowledge to lead or manage the process of innovation.
A must read for anyone in design, branding and/or innovation, whether on board or on junior level and everyone in between."
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Format: Paperback Verified Purchase
Erik, put in just one book a co-relation between Branding, Innovation (mindset and concepts) and Design (tools for accomplish). Making a great methodology. Easy, practice and totally applicable on the process to make "branding" and/or Design Management.

The most important this book, is the fact that Erik takes our mind to think The Brand like something major, not just communication, design. Buy it!
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