Register

Practical information

  • Date 19 and 20 April 2017 
  • Group size 10-16 participants
  • Location Industrial Design Engineering, TU Delft 
  • Deadline 10 April 2017

Jeroen van Erp

Jeroen van Erp is full Professor of Concept Design at IDE, TU Delft. He is one of the founders of multidisciplinary design agency Fabrique (1992), that has grown through the years into an agency with studios in Delft, Amsterdam and Rotterdam. 

Costs per Master Class

€ 950

standard

€ 850

for members of BNO, KIVI IO, Design Management Network, HumanFactorsNL

€ 750

for IDE alumni

Lunch and drinks included, prices are free from VAT. 

IDEMC2: Brand Driven Design

How to design brand concepts for products and services

Jeroen van Erp, Professor Concept Design, IDE, TU Delft

Due to the digital revolution, products and innovations tend to commoditise rapidly. More than ever, a strong brand experience plays a vital role in convincing consumers to become loyal to your brand. This Master Class is about how to develop brand driven concepts for products and services.

Curriculum

Innovations should be in-line with the brand, or preferably, strengthen the brand. Ideally, they are tuned with all the other touchpoints the consumer experiences, in order to create a durable bond between the consumer and the brand.

At the heart of every innovation is a concept that connects the concerns of all stakeholders. The physical product, accompanying services, and the retail experience are nowadays inextricably intertwined. An integrated approach is important in order to stay relevant in a highly competitive field.

Learning objectives

During this Master Class you will:

  • understand how to use the strength of a brand;
  • understand what a product concept is;
  • learn what it takes to translate a brand into an enchanting concept;
  • learn to develop a brand driven workshop;
  • learn how to be able to judge if it is good enough;
  • learn how to make sure a concept is taken further.

Content

  • The theory behind brand driven design
  • Cases and examples of brand driven design
  • A 4-step process for developing brand driven design concepts
  • A framework for applying brand driven design in workshops

Programme

Programme Day 1

09.00 - 09.30

Registration and welcome drinks

09.30 - 10.00

Introduction and overview
Overview of the master class, aims and structure, expectations and background of the participants.

10.00 - 11.00

Lecture – brand driven design?
A crash course branding and why brand driven design is becoming more and more relevant.

11.00 - 11.30

Break

11.30 - 13.00

How to develop brand driven concepts - including case studies
How a brand and design can resonate and create competitive advantage.
Presenting a framework on how to design brand driven concepts, using the strength of a brand.

13.00 - 14.00

Lunch at Industrial Design Engineering

14.00 - 15.30

Workshop part 1
In this first workshop we will apply the framework, steps 1 and 2.

15.30 – 16.00 

Break

16.00 – 17.00 

Case study by guest speaker with examples from practice. About the impact of brand driven design in real life.

17.00 – 17.30 

Wrap-up and conclusive thoughts

 

Programme Day 2

9.30 - 10.30

Lecture – What is a (brand driven) product concept? How to judge them?
About how to develop brand driven concepts/ideas and how to judge them? When are they good enough?

10.30 - 13.00

Workshop part 2 – steps 3 and 4 of the framework
This is the sequel of yesterday’s workshop in which we develop an enchanting concept that fits the brand and the future context.

13.00 - 14.00

Lunch break

14.00 – 15.30    

Pressure cooker with a guest company - Practicing with brand driven design
A mini-workshop with a guest company in which we design a product concept for them in 75 minutes!

15.30 – 16.00 

Break

16.00 – 17.00 

Workshop – how to apply the theory in you own work? 
Deconstructing the examples of the participants. What could be done better in the future? What are the hurdles to take?

17.00 – 17.30 

Wrap-up and conclusive thoughts

17.30 - 19.00

Drinks and closing

 

Practical information

How to prepare?
Please think of an example of your own professional career where a brand driven project failed or succeeded.

To read
The preparation material (including case studies, reflection questions, and relevant articles) will be sent as a PDF by email. Hand-outs of all lectures will be provided with space for personal notes. All materials provided are included in the course fee.

After the course
Two months after the course, a pre-set consultation timeslot will be offered to all participants to share experiences and ask questions to the IDE Master Class. The format and the timing will be discussed with the participants during the IDE Master Class.

© 2017 TU Delft

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