01901nam a22003017a 4500 OSt 20260512131120.0 250918b |||||||| |||| 00| 0 eng d 1552-7824 0092-0703 tbs English Beverland, Michael 23761 Reconciling the tension between consistency and relevance: Design thinking as a mechanism for brand ambidexterity. / Beverland, M. B., Wilner, S. J., & Micheli, P. Journal of the Academy of Marketing Science 2015 589-609 pages 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. Branding (Marketing) 6284 Business strategy 10467 Cognitivism 25919 Business innovation 22624 Organizational theory 2686 Creativity 922 Wilner, Sarah J. S. 25920 Micheli, Pietro 25921 https://link-springer-com.hub.tbs-education.fr/article/10.1007/s11747-015-0443-8 lcc 0 0 lcc 0 0 TBS TBS 2025-09-18 0 2025-09-18 https://link-springer-com.hub.tbs-education.fr/article/10.1007/s11747-015-0443-8 2025-09-18 18 4964 4964