Insurance company using Brand-driven innovation

Key insights:
 

• The brand is usually framed as a vehicle to market existing products and services. This chapter presents the case that the brand is a solid driver for creating new products and services.
• When imbuing the brand with the various meanings it has had over time, it becomes an overarching construct that combines outside-in thinking with inside out thinking.
• Meaningful and effective innovation combines user centeredness (outside-in view) with organisational vision, ambition and organisational resources and capabilities (inside-out view).
• In ‘traditional’ branding, marketing communication creates a brand promise. In brand driven innovation, innovation and design fulfil this brand promise.
• Brands that are suitable as drivers for innovation satisfy certain characteristics regarding their content, form and process.
• Innovation can be triggered by external and internal drivers. External drivers have to be internalised, while internal drivers have to be assessed from an external point of view.
• Brands can be seen as sense making lenses through which external influences become relevant for the organisation and internal influences become relevant for the customer.
• Brands are boundary objects between an organisation and its customers, but also between its marketing and product development departments.
• The brand driven innovation process consists of four