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Rethinking brand innovation from the inside out

Author

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  • Tucker, Jeremy A.

Abstract

Innovation is a complex word. It is subjective, biased and incredibly hard to define. And it is made even more complex when combined with those other notoriously complicated and hard-to-define words: ‘brand’ and ‘strategy’. Modern dynamic organisations today often struggle with where, how and when to approach ‘strategic brand innovation’, finding themselves following first movers without their own authentic direction, countering first movers for the sake of being different, also without a sense of authentic direction, betting big on product innovations hoping it bleeds into brand innovation, or simply failing to innovate at all. This paper aims to reset the definitions, objectives and pursuits of organisations trying to stand out through strategic brand innovation, by refocusing the methodology on where customer engagement will continue to be fostered for brands in the future.

Suggested Citation

  • Tucker, Jeremy A., 2016. "Rethinking brand innovation from the inside out," Journal of Brand Strategy, Henry Stewart Publications, vol. 5(2), pages 166-177, June.
    • Handle: RePEc:aza:jbs000:y:2016:v:5:i:2:p:166-177
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    More about this item

    Keywords

    strategic brand innovation; brand engagement; customer engagement; brand differentiation; brand loyalty; consumer behaviour; modern brand strategy;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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