My book writing adventure started with Kathryn Best being very successful with her 2007 ‘Design Management’ title for the same publisher. She was asked to scout for more authors in the domain of design management, and Kathryn asked me if I would be willing to write a book on ‘Brand Driven Innovation’. I was quick to say yes and the rest is history.

In April 2009 I submerged, starting out with tables of contents in various states of disrepair, many iterations of image lists, plans for interviews, visits to the publisher in London, and endless endless evenings and weekends of writing. I was naïve enough to think that I would take one day per week off to write. That was before I knew that my company Zilver would lift off halfway through 2009, allowing me no room to write in the daytime and only very little at night. But, miraculously, and thanks to tremendous loving patience from my family and huge efforts from my editor in London, Colette Meacher, I emerged in May 2010 with a finished book.

This is to give you a very quick preview of the result, and to give you a quick tour of the topics it covers.

The book consists of two parts: the first part discusses how branding, innovation and design are intertwined, while the second part gives a practical framework to apply Brand Driven Innovation in organisations. Each part is introduced with an essay.

Part one consists of two chapters. The first discusses how branding and innovation are connected, and in fact need each other to prosper. The second discusses the role of design and design thinking in forging this synergy between branding and design. The first part contains vivid case studies on Innocent Smoothies, Icebreaker, Fatboy and Baltic, and conversations with specialists like Fred Coloppy,  Ralf Beuker, Igor Kluin, Jan Buijs, Arne van Oosterom and Oliver King.

Part two consists of four chapters, each discussing one stage in the Brand Driven Innovation method. The chapters discuss human centred branding (how to build a brand that resonates with people, both internally and externally, and offers fertile ground for growth), building a brand driven innovation strategy, (how to build an innovation strategy that sets out to fulfil the brand’s promise), building a brand driven design strategy (how to employ design in all its disciplines and layers, to bring the brand to life), and orchestrating touch points (how to create meaning in the complete customer journey, using all touch points). The chapters are enriched with case studies on Océ, Priva, Etna, Priva, Dapper, Trespa, Virgin Atlantic and NLISIS, and conversations with specialists like Liz Sanders, Froukje Sleeswijk Visser, Philippe Picaud, Pierre Yves Panis, Pim Jonkman, Aldo de Jong, Harry Rich and Gert Kootstra.

About the relaunch of this Blog:

To combine the pleasure of offline reading (you know how that smell of a new, well printed book is irreplaceable) with the benefits of online sharing and learning, the publisher and I have created a link between the book and this blog.

The book contains many exercises and ‘pause for thought’ sections, that give readers the opportunity to reflect on what they’ve read and to practise their newly gained insights. The ‘book’ section of this blog offers the opportunity for readers to upload the results of these exercises and discussions, so they can be viewed and commented by other readers. Each sub page under the ‘book’ heading refers to one of these sections, and from now on they are yours.

I sincerely hope to have triggered some nice discussions, and I also hope readers will be enthusiastic to share their creations and thoughts. I would be honoured, and it would benefit this new and exciting field of study immensely.

Meanwhile, please connect to the book community on facebook.

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Yesterday I attended the second edition of the Creative Company Conference in Amsterdam. Those who know me know that my cup is always half full. From that perspective I had a great inspiring day, with opportunities to meet and listen to some very creative and inspiring people, at a wonderful venue. The half empty bit will come later, let’s start with what was shared during the conference:

Harry Starre of the Baak opened the conference with asking the audience if they would also visit Picnic, Ted and Pinc. The ambition for CCC apparently is to be in this league. A healthy ambition, with quite a way to go still.

Michael Janssen of Nothing kicked off the series of small creative interruptions, meant to demonstrate to the audience how young entrepreneurs are putting creativity and innovation into practice. Michiel presented one2ten, a project my Designest compadre Roy Gilsing had been sweating over during the weekend to get the prototype ready.

Amnon Levav presented some of his thoughts on Systematic Inventive Thinking (SIT). It’s interesting for me to reflect on how my opinion on SIT changed over the years. I used to consider it creativity for non-creatives: it took away the magic, forced it into rules. Now (also thanks to Amnon’s very clear presentation) I’ve learned to welcome it as a way to open the magic black box of creativity to a wider audience: in this 2.0 world, scarcity no longer equals value. The more people have access to creativity, the more valuable it becomes. If you’re interested in the application of SIT in the Netherlands you may want to get your hands on this book by my colleagues from Limetree.

Then Ji Lee, creative director at Google creative lab took the stage. A very inspiring presentation of how Ji combines private creative projects with professional creative work. I always love to see the stuff creative people do in their free time, but Ji’s bubble project tops the bill: a completely unintentional success story of a guy in New York creating a platform for commenting on billboards. His Google Chrome research video on what people think a browser is is also a must see. This is his personal page.

Next up: Maxime Schram of Redesign me, another ‘creative interruption’. Maxime points us to the coming co-creation event.

Timothy Childs of Tcho chocolate was the opposite of Ji Lee in a sense. His succes story appears to be completely intentional: Tim took us through his rules of disruption and demonstrated with admirable clarity how he applied these rules in his chocolate company Tcho. His example on how to gain access to raw materials without any real buying power was simply brilliant: by giving back expertise to the raw material suppliers on how to recognise and improve quality, Tcho has been able to build solid relationships with suppliers.

Erik Spiekerman of Edenspiekerman did the corporate identity for Tcho. He deserves to be quoted on the comment he had on Tim’s presentation: “Americans first tell you what they’re gonna tell you, then they tell you and then they tell you what they’ve told you”. Another quote I liked from him was “we had all these really fancy positioning models for the brand but we tossed them out and went by the seat of our pants”. The designs for the chocolate brand are, well, sweet!

Then Douglas Young of Goods Of Desire (GOD) was up. Although Douglas is an inpiring enough guy, and he’s a great entrepreneur, this to me was one of the least interesting presentations. What is needed of a good presenter is the ability to reflect upon one’s work and this requires much more than a portfolio presentation. Thumbs up to his work though.

Time for another creative interruption by Onno –spread the love man- Lixenberg of Gummo. On the succes story of Gookie.

And then it was time for the man we’d all been waiting for: Sir Ken Robinson. Since everyone in the audience knew his TED presentation, the expectations were high. But sir Ken didn’t let us down. What a great presenter (with completely crappy powerpoint slides, all 4 of them, a clear proof ppt is overrated) and what a storyteller. Sir Ken stands completely still on the stage, has you rolling on the floor with laughter, seems to get completely sidetracked in his story but manages to drive a point home that you won’t easily forget: Imagination is a human resource that behaves like a natural resource:
1 it lies deep, it needs work to get to
2 it’s taken for granted and so it gets wasted easily
3 it’s hard to predict, frame and control, it’s an organic quality.
We aren’t too good at dealing with our natural resources, and the same is true for our human resources. We need to guard imagination from being suppressed and wasted and that should start with our children. Anyway, check out the video:

KBIRI.NL – Sir Ken Robinson @ Creative Company Conference from KBIRI on Vimeo.

Next up: the creative Amsterdam award, won by Monobanda: a young agency creating games that hover between real and virtual worlds.

John Moravec of Leapfrog institutes and educationfutures.com made us think of the changing paradigms in education, influenced by social media (web 2.0) and societal changes (society 2.0). A PhD in the field of educational change, Moravec has some very interesting ideas on what it takes to educate a generation of the future. More often then not, that generation has a much firmer grip on what that future will bring than the educators who teach them. That’s quite a mind boggling paradox if you think about it. Best to check John’s work out on his websites.

Last but not least Nalden took the stage.
Nalden demonstrated Nalden.net, a gem of website with a great business model behind it. The chat I had with Nalden afterwards convinced me my hunch was right: here’s a very authentic little fella, practicing exactly what the whole conference had been preaching  all day, based entirely on his intuitive sense for the here and now.

And finally, some random thoughts and quotes I jotted down during the conference:

‘Metacognition’ is the thinking about one’s own thinking. (Amnon Levar)
‘The opposite of a small truth is a lie, the opposite of a big truth is another big truth’ Niels Bohr/Amnon Levar
‘The key to presenting well lies in the ability to see and hear yourself through the eyes and ears of your audience’ (me)
‘if you put the world on its side and shake, the loose bits end up in LA’. (Sir Ken)
‘Creativity is the process of having original ideas that have value’ (sir Ken)
‘Our presumptions happen at the point of perception, not conception’ (sir Ken)
‘right beneath the surface is life waiting for the right conditions to prosper: what we need to do is create the right conditions for children to grow’ (sir Ken)
‘intellectual property has the shelf life of a banana (Bill Gates through John Moravec)
‘it might be time for intellectual stewardship then’ (me).

So much for the content, it was a lot better than last year, I learned a lot and I was inspired (and that’s a great combination). Now let’s look at the conference from the half empty glass perspective:

Again, like last year, the format of the conference was completely uncreative: a puppet on the stage with a power point, and us in the audience gawking at him (there were no hers). What I really really miss at these conferences is time for reflection with other participants. So many very interesting people in the room and such a great opportunity to share ideas or even work on solving problems. But there’s no time to learn from each other because the programme is packed with expensive speakers. I’m sure some people in the room want to be entertained, but I would be happier with a different format: I’m envisioning a setting where interesting people form different backgrounds get together in an inspiring setting and actually work on a project together: there’s no better way to learn from each other.

I know Arne and Ralf are in. So who’s joining us?

Some images of the conference on my flickr page.

and a live report can be found on this twitter stream.

also read this report by fons van den berg (in dutch)

and here’s visual report by my colleague Christa van Gessel.

Congratulations go out to Rudolf van Wezel, the man behind the event.

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