Design als strategie voor marketeers

DESIGN & STRATEGY FOR MARKETEERS

BY: MARK HOEVENAARS

18 – 06 – 2015 | LOCATION: UTRECHT

1

Founded: 1982

Locations:

Eindhoven (HQ) | 60 people

Delft | 20 people

VanBerlo home

people and skills

Strategists

Design researchers

Service designers

Social designers

Product designers

UX designers

Brand specialists

Engineers

Project managers

32 28 12 5

CEO

Portfolio /

PROFESSIONAL EQUIPMENT USER EXPERIENCE COMMUNICATIONS

CONSUMER PRODUCTS DESIGN RESEARCH SYSTEM ENGINEERING

over 5000 projects

have created

the difference

more than 10.000

mistakes shaped

our studio

Co-creation

workshops are

the core of our

methodology

8

9

Design A dying profession ? /

10

DESIGN

needs a reframing

VC2 framework

12

Va

lue

Cre

atio

n

Value Capturing

Hig

h

Low High

Lo

w

DREAM

Verdin and Van Heck (2000)

MONOPOLIST

HELL

HEAVEN NIGHTMARE

1 2

4 3

Gravity Law

Competitive

Pressure

New

Entrants

The Horizontal Game:

Denial, Lobbying,

Cost Cutting, M&A

Innovation

New Business Model

VC2 framework: PayPal Example

13

Va

lue

Cre

atio

n

Value Capturing

Hig

h

Low High

Lo

w

Free credit

card

(Jan 2000)

Starts

charging fees

(Jun 2000)

Instant Transfer

launched

(Aug 2000)

International

launch

(Nov 2000)

New fee

structure

(Dec 2000)

International

expansion

(Mar 2001)

New fee

structure

(Jun 2001)

Hawawini, Subramanian, Verdin (2004)

14

Strategische Marketing

en Strategisch Design

zijn natuurlijke

bondgenoten

voor waardecreatie!

15 Combination of content from Scott 1998, Advies Topteam Creatieve Industrie 2011, EU Green Paper 2010.

AUTHOR

DESIGN

Tim Brown, 2009, TED speech

Business

(Viability)

Technology

(Feasibility)

People

(Desirability)

Emotional innovation

• Brands

• Relationships

• Marketing

Design Thinking

Functional

Innovation

Process

Innovation

Experience

Innovation

Definitions Strategic Design /

17 Hoevenaars (2013)

Strategic

design

discovering,

developing,

innovating and

communicating

constrained by

feasibility, viability

and desirability

in order to create

value for the

customer and the

company.

=

Activities

propositions

Outcome Not art -

but design

Strategic

Sustainable return

on investment

2. Paradigm Shift

Ten types of

innovation

Larry Keeley

Approach 10 Types of innovation /

Larry Keeley

Approach Insights /

Approach Innovation loop /

23

M

D

VC

x

=

Marketing

x

Design

=

Value Creation

24

Strategische Marketing

en Strategisch Design

zijn natuurlijke

Bondgenoten

voor Waardecreatie!

Mark Hoevenaars

Email: [email protected]

Website: www.vanberlo.nl

Twitter: @MarkHoevenaars

LinkedIn: linkedin.com/in/markhoevenaars

9 | references

Experiential Design Landscapes by Michel Peeters & Carl Megens

Creative Confidence by Tom Kelley & David Kelley / ISBN 978-0-385-34936-9

The Human Side of Enterprise by Douglas McGregor

Design-Driven Innovation by Roberto Verganti / ISBN 978-1-4221-2482-6

Brand-Driven innovation by Erik Roscam Abbing / ISBN-13 978-2-9404-118-3

Change by Design by Tim Brown / ISBN 978-0-06-176608-4

Playing to Win by A.G. Lafley & Roger L. Martin / ISBN-13: 978-1-4221-8739-5

The Consumer Decision Journey by McKinsey

10 types of innovation by Larry Keeley / ISBN 978-1-118-50424-6

Business Model Generation by Alexander Osterwalder & Yves Pigneur / ISBN 978-0-

470-87641-1

How to kill a Unicorn by Mark Payne / ISBN 987-1-85788-628-3

Accelerate by John P. Kotter / ISBN-13 978-1-62527-174-7