Breakthrough innovation report US

This report reveals the requirements for successful product innovation, based on the stories of the 2014 Nielsen Breakthrough Innovation winners.
  • The findings include that game-changing innovation is possible in any company or category.
  • A majority of Breakthrough Winners made category expansion a criterion for innovation ideas.
  • Managers often offer different definitions of 'innovation' whereas consumers only use one: a new offering that resolves a circumstance of struggle and fulfils an unmet aspiration....

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We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

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