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Home > Conferences > International Brand Design Conference > Featured Speaker Featured Speaker Pragmatic Innovation: A Strategic Approach to Developing and Maintaining Brand Equity Craig Vogel, Professor, Design Architecture, Art and Planning (DAAP), University of Cincinnati Jonathan Cagan, Ph.D., Professor, Department of Mechanical Engineering, Carnegie-Mellon University Peter Boatwright, Ph.D., Associate Professor of Marketing, Carnegie-Mellon University   Craig Vogel Jonathan Cagan Peter Boatwright Companies are either trying to develop a new brand or reinvigorate an existing mature brand. As consumer expectations continue to increase, companies are turning to innovation for a competitive advantage. Most managers today are “drinking from a fire hose,” faced with the challenge to use innovation to achieve corporate brand continuity, meet consumer demands, and increase profits. Pragmatic innovation is a process that redirects the fire hose into manageable streams of growth and profit.