University of Sussex
Browse

File(s) not publicly available

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

Version 2 2023-06-12, 07:23
Version 1 2023-06-09, 14:18
journal contribution
posted on 2023-06-12, 07:23 authored by Michael BeverlandMichael Beverland, Sarah Wilner, Pietro Micheli
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.

History

Publication status

  • Published

File Version

  • Published version

Journal

Journal of the Academy of Marketing Science

ISSN

0092-0703

Publisher

Springer Verlag

Issue

5

Volume

43

Page range

589-609

Department affiliated with

  • Business and Management Publications

Full text available

  • No

Peer reviewed?

  • Yes

Legacy Posted Date

2018-07-30

First Compliant Deposit (FCD) Date

2018-07-29

Usage metrics

    University of Sussex (Publications)

    Categories

    Exports

    RefWorks
    BibTeX
    Ref. manager
    Endnote
    DataCite
    NLM
    DC