My graduation mentor and friend Erik (also featured in this interview) has posted a very clear and concise presentation to slideshare explaining the interface between design and branding, a concept he calls Brand Driven Innovation. I think it’s one of the most powerful ideas in business, this slideshow very neatly explains the crux of his idea: why a brand should inform design on a very deep level, rather than as an afterthought.
Erik, if you’re reading this, what would you say the role of ‘meaning’ is in design? I would expect it to exist somewhere on slide 40…
Rik is one of the founders of Klatergoud.
He's the marketing director of Intivation, a technology company that develops solar powered consumer devices, and a graduate of Delft University of Technology with degrees in Applied Physics and Strategic Product Design.
He writes about entrepreneurship, design, business concepts, innovation and marketing.
Rik loves his iPhone, the Eagles of Death Metal, things Tom Ford makes, bespoke suits, and Jack Daniels and he hates a rainy day.
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