Redesign the service portfolio of BR-ND

Redesign the service portfolio of BR-ND

Wijnen, T.J.

Smulders, F.E.H.M. (mentor)
Person, F.E.O.K. (mentor)

Industrial Design Engineering

Industrial Design

Strategic product design

2012-01-20

A strategy does not last forever. For companies it is recommended to analyze and renew their policy continuously. A company which is renewing its strategies and themselves is BR-ND. This company executes strategy transformations at an emotive (based on emotion) level. BR-ND has learned in their work that the support of the stakeholders of a defined strategy is not sufficient at the implementation. Involvement of these stakeholders in the strategy transformation will create support. This report is redesigning the service portfolio of BR-ND with the goal to involve all relevant stakeholders during the strategy transformation. The biggest gap is between the defined strategy (defined by a project team, including board members), and the workplace with the most important stakeholders of a strategy: the employees. Next to the lack of involvement of the stakeholders in the strategy transformation, the values and meanings of BR-ND towards branding are changed but these were not included in their service portfolio. BR-ND believes today in emotional based strategies, created with co-creation of the client and cool tools. Their meanings are changing towards an inside-out approach where the image and identity are close together. The brand or strategy is created from within the organization and occurs at an open and transparent manner. In this report an external and internal analysis is executed. The external analysis researches the competition and the society. The approach of people towards brands is changing, with help of social and technological trends. Consumers want to create by their own, they don’t accept coercion and they create their own environment/communities. The technological trends of internet and mobility support this. Competition of BR-ND is reaction on this with a simpler, enjoyable strategy transformation. The position of the strategist is changed to a facilitating role with an ongoing dialogue with the stakeholders. Due to the analysis some main focus points were revealed about the service portfolio of BR-ND. The most important is that there is no continuous communication to the stakeholders during the strategy transformation. During this process, the stakeholders should be involved; they should understand the fundamentals of the strategy. Next to this, the services portfolio with the supporting tools is not visible and there is no distinction between creation and documentation tools. During the next phase, the redesign phase, the new redesigned service portfolio is divided into three levels; the documentation, the tools and the communication to the stakeholders (platform). A characteristic of the strategy transformation is that it is intangible in the the creation. In this project this is resolved by a choice of attractive documentation methods and documentation methods of the ongoing process. Multi sensory (using multiple senses) plays a role in these documentation methods. The current tools are revised and additional tools are created. The continuous communication to the stakeholders is resolved in the concept ‘Brandroom’. This is a room within the office building of the client dedicated to the strategy. People bond, acquire and learn about the strategy in a transparent and accessible manner. The main upcoming trend where future is for strategy transformations is the need for strategy monitoring and refining. The world is changing fast, the strategy must follow closely. There is a need for sustaining the strategy after implementation. This will provide the fourth step; after analysis, strategy creation and design of manifestation, ‘living strategy’ will be a new service.

design
strategy

http://resolver.tudelft.nl/uuid:5f6ef8c6-e3e4-4947-9f89-376912c333f0

Campus only

Student theses

master thesis

(c) 2012 Wijnen, T.J.