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IDEMC2: Brand Driven Design

Wednesday 19 09.00 until 20 April 2017 19.00
subscription deadline: 10 April 2017

How to design brand concepts for products and services

Jeroen van Erp, Professor Concept Design, IDE, TU Delft

Due to the digital revolution, products and innovations tend to commoditise rapidly. More than ever, a strong brand experience plays a vital role in convincing consumers to become loyal to your brand. This Master Class is about how to develop brand driven concepts for products and services.


Innovations should be in-line with the brand, or preferably, strengthen the brand. Ideally, they are tuned with all the other touchpoints the consumer experiences, in order to create a durable bond between the consumer and the brand.

At the heart of every innovation is a concept that connects the concerns of all stakeholders. The physical product, accompanying services, and the retail experience are nowadays inextricably intertwined. An integrated approach is important in order to stay relevant in a highly competitive field.

Learning objectives

During this Master Class you will:



Programme Day 1

09.00 - 09.30

09.30 - 10.00 Introduction and overview

10.00 - 11.00 Lecture – brand driven design? 

11.00 - 11.30 Break

11.30 - 13.00 How to develop brand driven concepts - including case studies 

13.00 - 14.00 Lunch at Industrial Design Engineering

14.00 - 15.30 Workshop part 1

15.30 – 16.00  Break

16.00 – 17.00  Case study by guest speaker with examples from practice. About the impact of brand driven design in real life.

17.00 – 17.30 

Programme Day 2

9.30 - 10.30 Lecture – What is a (brand driven) product concept? How to judge them?

10.30 - 13.00 Workshop part 2 – steps 3 and 4 of the framework

13.00 - 14.00 Lunch break

14.00 – 15.30    Pressure cooker with a guest company - Practicing with brand driven design

15.30 – 16.00  Break

16.00 – 17.00  Workshop – how to apply the theory in you own work?  

17.00 – 17.30  

17.30 - 19.00 Drinks and closing

Practical information

How to prepare?
Please think of an example of your own professional career where a brand driven project failed or succeeded.

To read
The preparation material (including case studies, reflection questions, and relevant articles) will be sent as a PDF by email. Hand-outs of all lectures will be provided with space for personal notes. All materials provided are included in the course fee.

After the course
Two months after the course, a pre-set consultation timeslot will be offered to all participants to share experiences and ask questions to the IDE Master Class. The format and the timing will be discussed with the participants during the IDE Master Class.

Jeroen van Erp is full Professor of Concept Design at IDE, TU Delft. He is one of the founders of multidisciplinary design agency Fabrique (1992), that has grown through the years into an agency with studios in Delft, Amsterdam and Rotterdam. 

More information