Embedding innovation and design culture into the marketing team: A how-to guide

Andrew Barraclough

Building a culture of innovation in the marketing team can be easier said than done – how can brands create a culture which embraces new ideas? 

Why does innovation fail so often? How do we become more successful at innovation? Why do we waste so much money on innovation? Why don’t we take more risks with innovation? How many ideas do I need to hit on a good one? Why are the ideas all small and incremental? These are just some of the many questions raised when anyone talks about innovation – no matter what the company or category, the same challenges continually arise.

So, what are the latest trends to inspire organisations to be more innovative and creative and to answer these questions so often...

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