Erik will launch his book ‘Brand Driven Innovation’ on the Belgian market on Design at Work in Kortrijk on october 20th 2010. In his presentation, Erik will explore his vision on sustainable and meaningful innovation, which incorporates the disciplines of branding, strategic innovation and design management. Using many case examples, Erik will explain the benefits of this new approach for organisations and their customers. He will end his presentation by proposing a practical 4-step method for Brand Driven Innovation, based on both academic research and consulting experience in the field.