Brand and Purpose Driven Design
IDE Design Master Class for Professionals
How to design on 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. Not only for commercial companies, but also for non profit organisations and even governmental institutions. The purpose of the company or institute that offers the product plays an increasing role in this. This Master Class is about how to develop brand and purpose driven concepts for products and services.
Date
18-19 May 2022
Group size
8-16 participants
Location
Industrial Design Engineering,
TU Delft
Deadline
9 May 2022
Curriculum
Innovations should be in-line with the brand, or preferably, strengthen the brand. Ideally, they are tuned with all the other touchpoints of the consumer experience, 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.
This course is intended for product managers, product owners, designers and marketeers. Actually for everyone involved in strengthening brands through new products and services.
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
- Models and perspectives to validate your designs
- 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
Jeroen van Erp
Jeroen van Erp was full Professor of Concept Design at IDE, TU Delft (2015-2021). He is one of the founders of multidisciplinary design agency Fabrique (1992), that has grown through the years into an international strategic agency with studios in Amsterdam and Rotterdam.Programme
| 9:00 | Registration and welcome drinks |
| 9:30 | Introduction and overview Overview of the master class, aims and structure, expectations and background of the participants. |
| 10:00 | Lecture - Brand driven design? A crash course branding and why brand driven design is becoming more and more relevant. |
| 11:00 | Break |
| 11:30 | How 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. |
| 13:00 | Lunch at the Porceleyne Fles |
| 14:00 | Workshop part 1 In this first workshop we will apply the framework, steps 1 and 2. |
| 15:30 | Break |
| 16:00 | Guest speaker - Susanne Peters With examples from practice, Mazda. |
17:00 | Wrap-up and conclusive thoughts Till 17:30 |
| 9:30 | Lecture - 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? |
| 10:30 | Workshop 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. |
| 13:00 | Lunch at the Faculty of Industrial Design Engineering |
| 14:00 | Pressure cooker with a guest company - Practicing with brand driven design A mini workshop with Brand Guru - Eugene Bay –. in which we design a product concept for them in 75 minutes! |
| 15:30 | Break |
| 16:00 | Workshop - 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? |
| 17:00 | Wrap-up and conclusive thoughts |
| 17:30 | Drinks 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.
Costs Master Class
| € 950 | standard |
| € 850 | for members of BNO, KIVI IO, HumanFactorsNL |
| € 750 | for IDE alumni |
Courses are VAT-free
Lunch, drinks, material and book are included
Reduction
| € 100 | for each additional Master Class per organisation in 2024 |
| € 100 | if you register before 01 February |