- Tapa blanda: 192 páginas
- Editor: AVA Publishing; Edición: 01 (25 de octubre de 2010)
- Colección: Required Reading Range
- Idioma: Inglés
- ISBN-10: 294041128X
- ISBN-13: 978-2940411283
- Valoración media de los clientes: Sé el primero en opinar sobre este producto
- Clasificación en los más vendidos de Amazon: nº269.990 en Libros en idiomas extranjeros (Ver el Top 100 en Libros en idiomas extranjeros)
- Ver el Índice completo
Brand-driven Innovation: Strategies for Development and Design (Required Reading Range) (Inglés) Tapa blanda – 25 oct 2010
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Descripción del producto
'After making a clear, concise case why branding, design, and innovation are closely connected and interrelated, the rest of the book deals with bringing the theory to life and giving very practical pointers on to apply these ideas ... this book is a real winner. It's actually the first book to my knowledge that deals with this subject extensively and makes the case for brand-driven innovation explicit and tangible. I'm a believer in this approach, and I think in the future the winning companies will have to adopt a similar point of view and process, one way or the other.' Rik Wuts, Klatergoud blog, January 2011. 'It is clear and concise and provides a design linked introduction to the principles of branding, providing an excellent base for progression into employment and understanding of topics which reflect the nature of the creative industries.' Stewart Bibby, University of Lincoln, UK. 'This book will be useful and I want to make it one of our main textbooks.' Eun-Kyong Baek, De Montford University, UK.
Reseña del editor
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 driving sustainable growth in organisations. Branding can inspire innovation in products and services, creating value for organisations and consumers alike. This in turn can lead to a more durable relationship between organisations and their customers. Brand-driven Innovation explores existing branding theory and its relation to innovation, in order to provide readers with a solid foundation of background knowledge. It also contains a practical, four-step method that will help readers to apply brand-driven innovation in their own academic or business context. The book addresses the role that design management can play in connecting the disciplines of branding and innovation, providing the reader with the tools, processes and methods to facilitate this relationship.Ver Descripción del producto
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Opiniones de clientes más útiles en Amazon.com
The most important this book, is the fact that Erik takes our mind to think The Brand like something major, not just communication, design. Buy it!
The book is written with very much an academic audience in mind, as with most ava books, it's layout is excellent with clear sections and explanations for each. Overall the book provides a great explanation for how branding and innovation are connected, and the role design can play in establishing this partnership. Several of the case studies included are very relevant and interesting; it could make more use of some of these and go into a little more depth. I felt that some were maybe not explored as well as they could have been, the innocent smoothies example for instance was fascinating but provided a very limited snapshot to a company which has managed to do so successfully in recent years.
I would highly recommend this book to most individuals in the creative industries, especially those that touch upon branding, innovation and design. Whilst I'm unsure about the selection of some of the case studies and others lacked any real depth, the content surrounding them is totally sound. The second section of the book looks to propose how brand-driven innovation can be made into a four stage process, with several useful tools and methods that could enable this.
In summary, this is a great book - it's particularly relevant to the role branding, innovation and design play in the world today (something other books often are outdated with). If you're in education or an academic, this is a great read - very useful and informative. For those already in this field, a worthwhile read to gain a viewpoint which is probably the most relevant towards this subject to date.
A must read for anyone in design, branding and/or innovation, whether on board or on junior level and everyone in between."