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CAIRO BOOKS's Description
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. This book explains how
branding can be a driving force for product and service innovations, infusing
them with the vision that they need to become relevant, authentic and original.
It explores how innovation can help brands fulfil their promise through
meaningful manifestations, interactions and experiences, leading to a more
durable relationship between organisations and their customers. Crucially,
Brand Driven Innovation demonstrates the role that design management can play
in connecting the disciplines of branding and innovation, providing the reader
with tools, processes and methods to facilitate this relationship. The first
part of Brand Driven Innovation explores existing theoretical ideas in
branding, innovation and design management in order to provide you with a solid
foundation of knowledge about the subject. In the second, practical half of the
book, a four step method is demonstrated that will help you to apply BDI in
your own academic or business context. The book employs practical examples,
case studies and interviews from leading individuals and companies throughout,
to provide a practical field guide for both students and practitioners alike.