As we all know, innovation is band critical in order to continuously excite and engage our consumers. Without it we all end up doing the same old, same old with a touch of Einstein’s theory of insanity. These brands just know how to keep us engaged year in year out.
No. 5 Muller Yoghurt
They continuously innovate across their business, products and communications to build the award winning brands we know and love. No surprise then, that over the past 10 years they have won many awards for their innovation. For us, it is their product innovation that really shines. They use a combination of incremental and radical innovation to create a successfully growing product range that remains inventive and fresh through using multiple channels to engage with their customer base and get their input on future product development.
No. 4 Nike
Nike's brand vision is “To bring inspiration and innovation to every athlete* in the world. *If you have a body, you are an athlete”. This vision has clearly helped guide product development that enhances their brand and keeps then ahead of the 'wave' whilst delivering great results. With the big move on wearable technology it is hardly surprising to see the launch of the Nike fuel band which measures every movement you make, shifting them from being a ‘sports apparel’ brand to a ‘sport brand’ that exists in the digital experiential world.
No. 3 Pintrest
Started in March 2010 and dubbed the fastest-growing web service in history, now it is one of the top 50 most-visited sites in the U.S and has over 70 million users. What we love about this brand is that it genuinely lives its brand values and they use them to develop a creative environment that inspires their people to create and innovate all day, every day. They bring the brand values to life, such as ‘Ready Set Go’, all over their offices and host ‘make-a-thon’ days that inspires real creativity in the work place. What a great example how to use genuine values to drive an innovative culture and excite people to deliver brilliant brand driven results!
We love Coca-Cola’s ‘share a Coke’ campaign from this summer. A part of their brand vision is to “inspire moments of optimism and happiness”. So they changing the act of buying a bottle or can of Coke from a functional thirst quencher to an emotionally based sharing role. A lovely moment of truly brand aligned communication that engaged the consumer and turned buying a relatively low cost product into an emotional experience, sweet!
Amazon sits on top our innovation hero list this year more for capturing the future of innovation rather than any single move it has made in 2013. They continuously seek to improve in ways that helps them achieve their vision “to be the earths most customer centric company”. Two innovations this year include Amazon London tube drop off concept and Amazon drone, both focused on the future and both seeking to improve the customer experience in the long term. It’s strategy not tactics for them. The Tube drop off pints will make it elegantly easy for busy commuters in London and the Drones will have the potential to bring up to 86% of all items ordered from them to consumers within 30 minutes of ordering. It may be 5 years away but it keeps their brand ahead of the game in our eyes
So that’s it - these are our innovation superheroes who have used visionary, brand driven innovation to create inspiring products, engaging communications, pumped up workforces and brand boosting processes – we can’t wait for 2014!