As challenger brands and start-ups roll out new products, services and business models to capture emerging trends, how can the big brands keep up? According to Rob Sellers and Dulcie Omonubi, directors at creative agency Engine, mass-market brands must prioritise innovation to keep up with the offerings of their smaller, and often nimbler, competitors. 

Why it matters

As smaller, more agile brands move quickly to jump on emerging category trends and new shopper behaviours, their mass market competitors – who sometimes lack the same flexibility – often struggle to innovate and convert on the same opportunities at pace. 

Four factors...