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Branding is not merely advertising. On the contrary, inBrand Driven Innovation, branding is considered to provide a driving vision for sustainable growth for organisations. Nor is innovation seen as merely technological and ground-breaking; instead, it’s considered to be any value that is brought to the market and that helps users to fulfil a purpose. This book explains how branding can be a driving force for product and service innovations, infusing them with the vision that they need to become relevant, authentic and original. It explores how innovation can help brands fulfil their promise through meaningful manifestations, interactions and experiences, leading to a more durable relationship between organisations and their customers. Crucially,Brand Driven Innovationdemonstrates the role that design management can play in connecting the disciplines of branding and innovation, providing the reader with tools, processes and methods to facilitate this relationship. The first part ofBrand Driven Innovationexplores existing theoretical ideas in branding, innovation and design management in order to provide you with a solid foundation of knowledge about the subject. In the second, practical half of the book, a four step method is demonstrated that will help you to apply BDI in your own academic or business context. The book employs practical examples, case studies and interviews from leading individuals and companies throughout, to provide a practical field guide for both students and practitioners alike.