1. There is a great need to bridge the gap between branding and new product development in a way that
helps designers to translate brands into products.
2. There is no method available for this translation.
3. A new Brand Driven Innovation (BDI) method should start from the brand, put this brand in a format that
can be used by designers, and then proceed to generate product concepts. Only then a selection should
take place on the basis of internal and external criteria.
4. This BDI method requires a new way of defining the company’s brand. This new brand format must be a
fruitful platform for product innovations, that designers find easier and more natural to work with than
traditional brand definitions.
5. Based on the research findings the author proposes a BDI method and a model for defining a new brand
format