IDEMC - Brand Driven Design

How to design brand concepts for products and services

Due to the digital revolution, products and innovations tend to commoditise rapidly. More than ever, a strong brand experience plays a vital role in convincing consumers to become loyal to your brand. This Master Class is about how to develop brand driven concepts for products and services.

Curriculum


Innovations should be in-line with the brand, or preferably, strengthen the brand. Ideally, they are tuned with all the other touchpoints the consumer experiences, in order to create a durable bond between the consumer and the brand.

At the heart of every innovation is a concept that connects the concerns of all stakeholders. The physical product, accompanying services, and the retail experience are nowadays inextricably intertwined. An integrated approach is important in order to stay relevant.

Learning Objectives

During this master class you will:

  • get a crash course branding and learn more about the future of brands;
  • understand what a brand driven product concept is;
  • learn what it takes to translate a brand into an enchanting concept;
  • learn to apply a framework for a brand driven approach;
  • learn how to be able to judge if your ideas fit and are good enough.

Content

  • The theory behind brand driven design
  • Cases and examples of brand driven design
  • A 4-step process for developing brand driven concepts
  • A framework for applying brand driven design in workshops

Speaker

9:00Registration and welcome drinks
9:30Introduction and overview
Overview of the master class, aims and structure, expectations and background of the participants. 
10:00Lecture - Brand driven design?
A crash course branding and why brand driven design is becoming more and more relevant.
11:00Break
11:30How to develop brand driven concepts - including case studies
How a brand and design can resonate and create competitive advantage. Presenting a framework on how to design brand driven concepts, using the strength of a brand. 
13:00Lunch
At Industrial Design Engineering
14:00Workshop part 1
In this first workshop we will apply the framework, steps 1 and 2. 
15:30Break
16:00Guest speaker - professor Roland van der Vorst
With examples from practice. Roland is author of the book Contrarian Branding.

17:00

Wrap-up and conclusive thoughts 
Till 17:30
9:30Lecture - What is a (brand driven) product concept? How to judge them?
About how to develop brand driven concepts/ideas and how to judge them? When are they good enough?
10:30Workshop part 2 - steps 3 and 4 of the framework
This is the sequel of yesterday's workshop in which we develop an enchanting concept that fits the brand and the future context. 
13:00Lunch
14:00Pressure cooker with a guest company - Practicing with brand driven design
A mini workshop with a guest company in which we design a product concept for them in 75 minutes!
15:30Break
16:00Workshop - how to apply the theory in your own work?
Deconstructing the examples of the participants. What could be done better in the future? What are the hurdles to take?
17:00Wrap-up and conclusive thoughts
17:30Drinks and closing
Till 19:00

Practical Information


How to prepare?
Please think of an example of your own professional career where a brand driven project failed or succeeded.

To read
The preparation material (including case studies, reflection questions, and relevant articles) will be sent as a PDF by email. Hand-outs of all lectures will be provided with space for personal notes. All materials provided are included in the course fee.

After the course
Two months after the course, a pre-set consultation timeslot will be offered to all participants to share experiences and ask questions to the IDE Master Class. The format and the timing will be discussed with the participants during the IDE Master Class.