Opportunities in Branding - Benefits of Cross-Functional Collaboration in Driving Identity (Chapter 16 from Disrupt Together)
About this ebook
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.
About the author
Stephen Spinelli, Jr., Ph.D., Philadelphia University's President, led its strategic transformation, including a capital campaign spearheaded by a $20 million gift to endow the Maurice Kanbar College of Design, Engineering and Commerce. He has held leadership positions at Babson College and many prominent associations, and serves on several boards. He holds a Ph.D. in Economics from The Management School, Imperial College (London); an MBA from Babson College, and a BA in Economics from McDaniel College. He began his professional life as co-founder of Jiffy Lube.
Heather McGowan, an entrepreneurial strategy consultant, specializes in leading and communicating transformational change. She developed strategy, curriculum, and advisory networks for Philadelphia University's Kanbar College of Design, Engineering, and Commerce (DEC), winner of the 2012 Core 77 global competition for innovation in design education. She has advised executives at several startups, and brought 25+ products to market. She holds a BFA in Industrial Design from Rhode Island School of Design and an MBA in Entrepreneurship from Babson College.
