Brand-driven Innovation examines the connections between branding, design, and innovation. It argues that branding is not merely a branch of advertising, but a tool for driving sustainable growth in organisations. Branding can inspire innovation in products and services, creating value for organisations and consumers alike. This in turn can lead to a more durable relationship between organisations and their customers. Brand-driven Innovation explores existing branding theory and its relation to innovation, in order to provide readers with a solid foundation of background knowledge. It also contains a practical, four-step method that will help readers to apply brand-driven innovation in their own academic or business context. The book addresses the role that design management can play in connecting the disciplines of branding and innovation, providing the reader with the tools, processes and methods to facilitate this relationship.
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.
