Innovation and Brand

Management

Danny Ku

1. Importance of aligning with brand Vision & Values

2. All stakeholders must have a good understanding of the brand and how the brand is presented will impact stakeholders relationship.

3. Brand can act as a catalyst into the innovation process

A Volvo Case Study with models will demonstrating how innovation is driven

Case Studies

Volvo- Cross Country model

To achieve innovation companies must change

New Management Changes

• Leadership

• New strategies

• New methods

• New processes

• New business models

• Organisation culture and structure

• New ways of thinking (Design thinking)

1. Why align with Brand Vision & Values?

• Defines ways of action when operating in any activities or new product development

• Knowing when will succeed • Approach to right direction for corporation goals and objectives

• employee’s value align to brand giving meanings in their work

• Clear vision for effective communication

• More clearer understanding from Stakeholders

Ultimately, it determines employee’s behaviors to have more commitment and motivation for higher performance.

De Chernatony and Riley 1998

‘If the employee misalign with the brand vision, then it is difficult for their work to achieve the firm desires for.’

Ind (2007)

2. Importance of Stakeholder’s relations with Brand.

Stakeholders

Digital experience

Partners

Environments

Customers

Marketing Communication

Unplanned Communications

Intermediaries

Product experience

employee

Indy and Watt (2004)

Internal and External Stakeholders

Internal:

• Designers• Planners• Marketers• Researchers• Strategies etc.

Anyone working within company

External:

• Customers• Suppliers• Distributors• Media• Dealers etc.

Anyone outside of the company

Importance of stakeholder’s relationship with Brand?

• What they perceive, will determines the brand’s meaning in the message

• Provides information and resources to influence a projects.

• To have a good communicate internally and externally

3. Brand as a catalyst for innovation

• Provides guidance and direction

• Provides constraint and outline

• Explore within context

• Act as a boundaries to stay align with brand values

• Benchmark for standards and quality

• Helps decision making and creative choices

Therefore appropriate and relevant values can be added by design in the product development

Case study Volvo

Volvo’s Bull’s Eye Model Abbing (2005)

Brand driven innovation

1. Product

2. Image and motion

3. Strategic and commercial position

1st shell: Brand Vision & Values

2nd shell: Product attributes and characteristics (Tangible elements that supports the1st shell.)

At the heart it is the brand’s Vision & Values:

•Safety

•Fun

•Excitement

These are the Volvo brand values for what it offers to their customers.

Product: Fun, Safety and Excitements.

Image and emotional: new, appealing, exciting and fun.

Strategic and commercial position: driving a car that is fun and exciting with embracing maximum safety.

All features of the product leads to the same objectives, aligns with the brand Vision & Values.

New development of the Volvo Cross Country model.To fulfill the segment in Volvo brand values of Fun, Safety and Excitements in the product, the design and project team have develop a vehicles that has the potential of being off and on road.

Potential of on and off road has meet the safety and exciting aspect of Volvo brand values.

To fulfill the image and emotional segment to meet new, appealing, exciting and fun, the design team has play a big part in contribution to the project.

Development of the Volvo Cross Country Model.

Development of the Volvo Cross Country Model.

To fulfill strategic and commercial position of having fun + maximum safety, the Volvo Cross Country Model has achieve this.

This is the end of my presentation.

Thank you very much for your time and patient for listening.

Danny Ku