Brands and Innovation
Jean-Noël Kapferer
Innovation is critical to brands in several ways. It is the only way in which brands that follow a premium pricing strategy can sustain that strategy. It is also crucial to brands that follow low-cost business models, such as no-frills airlines, which innovation to disrupt established category rules. Equally, alongside communication, innovation is the twin driver of brand building - and consistency is the key to managing these dual engines. Innovation, like communication, only builds brands if it creates a consistent picture of what a brand is about.
Brands and Patents
If a brand...