Brand Innovation
PLATFORMS THAT ENGAGE
We understand how brand innovation generates energy and cultural context to build presence and engagement.
Momentum and Meaning
Today’s market and media landscape offers huge opportunities to stand out—and huge risks of going ignored. Innovation is essential, but only a few brands understand how to harness its true potential.
Astute brand innovation is about creating momentum and meaning. It’s about looking alive while presenting ideas that target audiences can notice and relate to.
Frequency, variety and relevance are critical. For your most valuable customers, salience matters far more than scale. Brand innovation works harder when executed in regular, medium-impact intervals. Iterations, collaborations and extensions all form part of the mix.
We help European brands find their innovation sweet spot with actions, strategies and campaigns designed to rise above the noise.
Our Innovation Vision service uses best practice and a clear, 360º view to map out productive new pathways. Take a closer look at the market’s best-informed innovation planning service.
Astute innovators choose paths that intersect with target customers’ interests, values and lifestyles.
Explosive growth in brand innovation has exposed a vital pillar of modern brand positioning.
Brands Need Friends
Brands are like strangers: who they associate with says a lot about who they really are. In markets dominated by social media, we increasingly experience brands through the clusters and cultures around them. Audiences measure brands according to 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 have been on the frontline of co-branding and collaboration for years.
Campaign Connexions is a market insights service that offers a definitive bridge to collaboration culture. We track more than 2,500 of the world’s most outgoing brands to understand the patterns and players that matter most. Our clients include European brands, rightsholders and agencies.
Don’t be a loner. To explore how your brand can showcase its fascinating connections to culture, contact us.
How much should innovation weigh?
The question may sound strange, but many businesses fumble the answer. Innovation is at its best when it makes a brand feel lively and relevant. Innovation Vision helps you tune your signal with strategic focus on rhythm, rhyme and performance that spans the full creative spectrum.
New ideas have short shelf-lives, so we look for incremental gains that show how brands are part of something bigger. We recommend sequences of smart, lean ideas that add meaning through momentum.