Walking the “Innovation” Walk…
I really didn’t want to let this MP Daily Fix article fly by without commenting on it. Ted Minini has a great post talking on another article wrote by Reena Jana for Business Week, where the main point of discussion is the extreme overuse of both, the word and the actual activity of Innovation.
Though I mostly agree with what both Ted and Reena say, I think there is a big difference between having an Innovation Backlash, and making consumers tired and immune to the term “innovation”; which is precisely what I see is happening among most consumers (you pick the industry). They constantly see brands and products putting out an “innovation” and being leaders in “innovation”, that it has just lost that catchy-value, or added-value that it once had.
What I wanted to point out with my post’s title is:
It is not the same thing to claim to be an innovative brand and actually being one.
Plenty of brands might brag on having “extremely innovative processes” or to be “oriented to innovation”, but unless they’re actually doing it the right way and being successful with it, then they aren’t actually innovative.
I think it’s time to stop using it as a generic advertising word just to “get consumers attention” (Pfff, like consumers are dumb enough to actually believe you…) Just give it as it is.
So what I’m saying is, if you want to have “Innovation” brag-rights (not that it’s that hot anymore), BE INNOVATIVE! Walk the walk and quit preaching like a one-sided monologue.
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POSTED IN: 360° branding, attractiveness, brand, consumer, my-view
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