Don't chicken out of innovation

Ian Wood
Landor Perspectives 2010

Real innovation does not revolve around creating new products, but around finding new ways of doing business. Could different thinking help turn around declining industries?

What single brand appears in the list of the Top 10 most innovative marques—as judged by consumers—in each country? Regardless of culture, geography, and industry, there is one name that crops up everywhere in the surveys carried out in the BrandAsset® Valuator research by agency group Young & Rubicam Brands.

That brand is the Apple iPod. You’re probably not surprised. If my experience is anything to go by, you’ve sat in countless meetings where businesspersons have said: “What we want is the iPod of frozen chickens” or “We’re looking for the iPod of toasters.”