Brand Driven Innovation with Harvey Briggs

BSI attended the PDMA presentation by Harvey Briggs, hosted at Johnson Health Tech earlier this week.  Short and sweet, there were a few consistent messages throughout his presentation.  Specifically, Briggs highlighted the principle that effective branding needs to be “baked-in” to a product from the beginning of the process.  Branding cannot be applied as a veneer or afterthought as so many companies appear to do.  “Fixing it through marketing” is not exactly an intelligent approach to NPD.  Conversely, don’t fall into the trap of letting your product’s features define the brand.  Your brand is a promise, a touchstone to simplify decisions and bring consistency to experiences…