Tag Archives: innovation

“Branding as usual” Vs. “Brand Driven Innovation”: 2

I’m glad to see Eric Roscam’s book, Brand Driven Innovation, coming out. Eric together with Jan Buijs were one of the most inspiring, influential and energetic professors I had during my studies in TUDelft.

Coming from an engineering background, I had always been very skeptical with marketeers and especially with brand managers. Branding was something evil in my mind; it had the power to turn people into consumers! I was really scared of it, and tried to avoid it…. However, Eric & Jan came across my way with their courses on “Brand Design Strategy” and “Product Design Strategy” and they really changed my view on it.

Approaching Branding from a design perspective instead of a marketing one, the focus is switched to people again. A human centred approach calls for understanding the people’s needs and incentives, and looking for ways to meet them. In this way organizations don’t try to fool people with fake promises, but instead to fulfill these promises and be true to their customers.

Suddenly, Eric & Jan infused a kind of morality into branding like Naomi Klein did with “No Logo” making it in this way cool! Branding is not evil at all in the end. By using Design Thinking as a glue -as Eric states- a synergy between branding and innovation can be created. Design can turn a vision into value and connect organisations to users.

p.s Thank you Eric & Jan!


Why a web experience on TV is wrong…

Reading  Fastcompany’s article about Litl, I’m trying to figure out how Litl won’t be a FAILED project…and seriously I don’t see any reason why Litl shouldn’t fail, when it’s based on fault assumptions…The CEO of Litl, John Chuang states “What we really want to deliver is an excellent Web experience on TV, which doesn’t exist yet.”

But Mr. Chuang or Litl’s designers have you ever been to people’s living-rooms to see how they watch TV or browse the internet? Lying on the couch, watching TV while at the same time some family members browse the web with their laptops on the lap, or with a smart-phone on the hand. And the reason is -apart from the boring sitcoms that lead to multitasking- that browsing the internet, chatting and using Facebook are private experiences.  On a Monday evening,  15 year old Kate might want to sent goodnight kisses to her boyfriend from MSN, 13 year old John might want to check out his crops in Farmville while the father is reading the news on his i-phone, and the mother might be the only one really watching Dexter…

Now, social web-apps and web-games to play on TV is another issue, but they still cancel TV instead of complementing it. I’m afraid Mr. Chuang got it all wrong…But good luck anyway!