Brand Innovation
COMMANDING ATTENTION
We believe in the power of brand innovation to command attention and build deeper connections for our clients.
Innovate Smart
Today’s attention economy offers brands huge opportunities to stand out…and huge risks of going ignored. Innovation is essential, but few brands understand how to harness its power.
Smart brand innovation is about momentum and meaning. It’s about looking alive and innovating in ways your audience can relate to.
Frequency, variety and relevance are critical. For your most influential customers, moments of salience matter more than actions performed at scale.
We guide brands to their innovation sweet spot: devising actions, strategies and campaigns that help them rise above the noise. Brand innovation works best in regular, snack-sized portions: iterations, collaborations and extensions all form part of the mix.
Our Innovation Vision service package uses best practice and a clear, 360º view to map out new, productive pathways for brands. Take a closer look at the market’s best-informed brand innovation service.
Great innovators choose paths that intersect with their customers’ interests, values and lifestyles.
Explosive growth in brand innovation has exposed a vital pillar of the modern brand positioning matrix.
Brands
Need
Friends
Brands are like strangers: who they associate with speaks volumes about who they are. In cluttered markets dominated by social media, we increasingly experience brands through the clusters and cultures around them. Consumers measure brands by the company they keep.
Circles of Friends are the Distinctive Brand Asset everyone loves to talk about, yet no-one mentions by name. We know, because we’ve been at the coal face of collaboration and co-branding for years.
Campaign Connexions is a market insights service that bridges the gap to the collaboration world. We track nearly 3,000 of the world’s most sociable brands to keep up with the patterns and players that matter most. Our clients include brands, rightsholders and agencies.
With incisive data, insights and introductions, Campaign Connexions shines a light on branding’s missing link. Contact us to learn more.
How much should innovation weigh?
The question may sound strange, but so many brands fumble the answer. Innovation is at its best when it makes brands feel lively and relevant. Innovation Vision helps brands tune their innovation signal by focusing on frequency, flavour and ideas from across the innovation spectrum.
New ideas have short shelf-lives, so we look for incremental gains that show brands as part of something bigger. We recommend sequences of smart, lean ideas that add meaning and momentum.