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Brand-Driven Innovation

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Erik Roscam Abbing, Founder, Zilver, Rotterdam, The Netherlands; Christa van Gessel, Consultant & Researcher, Zilver, Rotterdam, The Netherlands


The role of branding has changed a great deal throughout its history, from a simple sign of ownership to a mental representation of consumer benefits to a reminder of the vision and strategic positioning of an organization. In their daily practice as desi




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Branding, Innovation, Design Strategy, Brand Design

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