Opportunities in Branding - Benefits of Cross-Functional Collaboration in Driving Identity (Chapter 16 from Disrupt Together)

Collaborative innovation teams can deliver immense value by helping organizations create brand strategies that are more relevant, holistic, impactful, and actionable. Now, discover exactly how to bring innovation teams to branding, and integrate team-based branding into a complete enterprise innovation framework that works. Opportunities in Branding - Benefits of Cross-Functional Collaboration in Driving Identity is part of Philadelphia University's breakthrough approach to innovation: one that links business, design and engineering, and delivers extraordinary results in both new and existing ventures. First, Dr. Stephen Spinelli and Heather McGowan introduce this 'Disrupt Together' approach, explain its deep roots in design thinking, and show how it generates far more high-value ideas for innovation. Next, Maryann Finiw drills down to focus specifically on applying team-based innovation to branding. Finiw shares real-world case studies, personal experiences, and interviews with key project collaborators that reveal how and why interdisciplinary teams can create better brand strategies. She presents process examples highlighting how well-managed teams are creating brands that consumers love, building brand loyalty, and increasing profits. Opportunities in Branding - Benefits of Cross-Functional Collaboration in Driving Identity is one of 15 e-chapters addressing all facets of innovation, from design processes and team development to business models and value delivery. Each is crafted by a pioneering business innovator - and they all integrate into today's most coherent, realistic blueprint for innovation. For all entrepreneurs, executives, managers, strategists, and students who want to drive more value from innovation. Maryann Finiw has more than 20 years of experience managing innovation, research, and strategy programs. She is currently Senior Manager of Research and Marketing Strategy at SapientNitro, and is also Adjunct Professor at Philadelphia University, Emerson College, and Massachusetts College of Art and Design. In her previous position as Principal at Continuum, she led innovation strategy projects for major corporate clients, including Ford Motor Company, Procter and Gamble, Coca-Cola, Andersen Windows, Master Lock, L.L. Bean, and American Express. With an MBA from Harvard Business School and a Bachelor of Industrial Design from Pratt Institute, she thrives at the intersection of design and business; research and development; creativity and strategy.