Design als strategie voor marketeers
25
DESIGN & STRATEGY FOR MARKETEERS BY: MARK HOEVENAARS 18 – 06 – 2015 | LOCATION: UTRECHT 1
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Transcript of 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
