As the nature of innovation shifts from the application of new technology to the 21. delivery of meaning and value, brand and design become critical resources, as well as partners, in the development of market-leading products and services. Erik Roscam Abbing and Christa van Gessel provide an overview and case studies of this process as it moves from "brand usability" to "innovation strategy" to "design strategy" to "touch-point orchestration."
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机译：随着创新的本质从新技术的应用转移到21.交付意义和价值，品牌和设计成为开发市场领先产品和服务的关键资源以及合作伙伴。 Erik Roscam Abbing和Christa van Gessel提供了从“品牌可用性”到“创新策略”再到“设计策略”再到“接触点编排”这一过程的概述和案例研究。
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