Why is innovation so important for brand growth?

Innovation is still the foundation for brand growth, but today’s disrupted world demands brands innovate differently.

Faced with the turmoil brought on by war, inflation, the pandemic, climate change and technological advancements it is easy to focus on the transitory, rather than the fundamental. But innovation will continue to be the foundation on which strong brands are built, and, if history teaches us anything, disruptive times create the catalyst for a disruptive strategy for innovation.

The question is, will your brand be the disruptor or the disrupted?

Brand innovation re-imagined for today

Disruptive times demand a new approach to innovation strategy. This article is the first of a series that will discuss the principles that drive success for modern innovation – the innovation drivers – starting with a deep understanding of people’s needs, how to create meaningful innovations at speed and concluding with how to futureproof your innovation strategy.

This article was published exclusively on Kantar.com on May 19, 2022.