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

Beverland, Michael, Wilner, Sarah and Micheli, Pietro (2015) Reconciling the tension between consistency and relevance: design thinking as a mechanism for brand ambidexterity. Journal of the Academy of Marketing Science, 43 (5). pp. 589-609. ISSN 0092-0703

[img] PDF - Accepted Version
Restricted to SRO admin only

Download (1MB)

Abstract

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.

Item Type: Article
Keywords: Design, marketing, branding, strategy
Schools and Departments: School of Business, Management and Economics > Business and Management
Related URLs:
Depositing User: Michael Beverland
Date Deposited: 30 Jul 2018 13:36
Last Modified: 02 Jul 2019 15:03
URI: http://sro.sussex.ac.uk/id/eprint/77438

View download statistics for this item

📧 Request an update