Five lessons learned from the most innovative brands worldwide

Kantar’s Outstanding Innovation Awards celebrate the most innovative brands worldwide and show how they consistently used innovation as a driver for growth.

How can brands stand out and innovate in inflationary times? How can innovations be meaningfully different in a crowded marketplace? And what is the secret to successful innovation?

To address these innovation challenges and many more, we mined multiple Kantar data sources (Kantar BrandZBrand Footprint and Dx Analytics) to identify the brands perceived to be the most innovative brands worldwide – in the eyes of consumers.

Kantar’s BrandZ shows that among the Top 100 Most Valuable Global Brands, innovative brands grew at over twice the rate of other brands and that the strongest brands are meaningful, different and salient. Further, it is being different that really makes the difference. Meaningfully different brands grow 25% faster than other brands, and brands that are both meaningful and are perceived to be innovative (shaking things up and/or creating well-designed products) grow 54% faster than other brands.

This article was published exclusively on on May 17, 2023.