Reconciling the tension between consistency and relevance: design thinking as a mechanism for brand ambidexterity

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• 作者：Michael B. Beverland ; Sarah J. S. Wilner…
• 关键词：Design ; Design thinking ; Brand consistency ; Brand relevance ; Innovation ; Product innovation ; Exploitation ; Exploration ; Ambidexterity
• 刊名：Journal of the Academy of Marketing Science
• 出版年：2015
• 出版时间：September 2015
• 年：2015
• 卷：43
• 期：5
• 页码：589-609
• 全文大小：482 KB
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• 作者单位：Michael B. Beverland (1) (2)
  Sarah J. S. Wilner (3)
  Pietro Micheli (4)
  
  1. School of Management, University of Bath, Claverton Down, Bath, BA2 7AY, UK
  2. School of Economics, Finance and Marketing, RMIT University, Melbourne, Australia
  3. School of Business and Economics, Wilfrid Laurier University, Marketing Area, 75 University Avenue West, Waterloo, ON, N2L 3C5, Canada
  4. Warwick Business School, The University of Warwick, Coventry, CV4 7AL, UK
  
• 刊物主题：Business/Management Science, general; Marketing; Social Sciences, general;
• 出版者：Springer US
• ISSN：1552-7824

文摘

In order to sustain and grow brand equity, brand managers are faced with balancing the preservation of existing brand identity through consistency with the need to maintain relevance, which requires change and innovation. In this paper we build upon the concept of organizational ambidexterity (March 1991), arguing that design thinking—the logics and practices associated with designers—can serve as a mechanism which promotes and enables the integration of brand consistency and relevance. Drawing on cases of innovation at firms across a range of industries, we show how design thinking can trigger brand ambidexterity across a three-stage process. We identify eight practices and examine how designers enable brand managers to address enduring consistency-relevance tensions in ways that ensure innovations renew or revitalize the brand without undermining its essence.