Brand-driven Innovation examines the connections between branding, design and innovation. It argues that branding is not merely a branch of advertising, but a tool for sustainable growth in organizations. Branding can inspire innovation in products and services, creating value for organizations and consumers alike.
The book explores branding theory and its relation to innovation, in order to provide readers with a solid foundation of knowledge. It also contains a practical, four-step method that will help readers apply brand-driven innovation in their own academic or business context. It is a visually inspiring and engaging text, designed to appeal to creatively-minded readers.,Brand-driven Innovation examines the connections between branding, design and innovation.
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