Point of view: Invent brand innovation

This article looks at how brand marketers oscillate between two extremes of the marketing spectrum: the one where they paint grand visions and the other where they focus exclusively on incremental gains.

Point of view: Invent brand innovation

Gareth KayChapter SF

Brands, their marketing and those who advise them tend to live at two polar extremes of the world and oscillate wildly between them. The first state is where we paint a grand vision of the future, steal a load of ideas from Minority Report, greatly overestimate the long-term impact of change and highly inflate the brand's role in the brave new world.

A far more dangerous state, however, is the world we spend most of our time in. A world of managing the day-to-day. Of mistaking tactics for...

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