There’s plenty of innovation going on at research labs all across the globe. In space, in pharmaceuticals, in renewable energy, and countless other fields, people are working day and night to find breakthroughs and discoveries. But it’s brands that are doing the most deliberate innovation right now. Why? Because consumers are demanding it. Ecommerce is booming because people want the convenience of shopping from home. Retail is going all out to create experiences that consumers will find compelling enough to bring them out to the mall. Consumer products are constantly re-inventing themselves to be greener, more sustainable or less damaging to the environment. Financial services are competing to make banking and investing easier, safer, more secure and socially responsible. Sports and entertainment events are aiming to be ever more spectacular. All this is driven by consumer demand. Marketing has always been concerned with meeting customer needs, of course. But today’s world moves at the speed of a mouse click. So competitive brands are forced to follow the rule of A-B-I – Always Be Innovating.
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Best Branding Reads
Week of February 15, 2021
Branding trends for 2021: Latest predictions to watch out for
A whole lotta prognosticating going on.
The Shultzian Hour - Take Time for Strategy
You could disagree with Shultz but still respect the hell out of him.
The Role of Empathy in Design
Being decent makes good business sense.
Value Tagging: A New Attention Model For Brands
Our brains automatically prioritize the information they receive.
ALC Ditches MAX Branding Despite Boeing Standing By The Name
Should Boeing ditch the MAX name? I think so.
Twitter’s new identity reflects the messiness of life online
Just what we need. More online messiness.
Building A Multisensory Brand
MasterCard and Aston Martin are going beyond the visual and the sonic.