Helen Willis

Where's the real value in your brand? Most companies have creative ideas and then measure the impact. Few identify the best opportunities first, and then focus creatively on them. Most innovation is blind, and therefore fails to deliver the best results. Few companies realise the potential of brands, their most valuable assets. Brand innovation can take many forms … new markets, new positioning, new audiences, new applications, new identity, new products, new services, new channels… The point is to first understand where the value is, in your brand, in portfolio, in your market. Then focus innovation on unlocking the best opportunities.