带着意图创新

WHY SUCCESSFUL BRANDS DON’TWAIT FOR BREAKTHROUGHS “True innovationisn’t about chasingwhat’s next, it’s aboutuncovering the most Dr. Nicki MorleyGlobal Innovation Lead, KantarNicki.morley@kantar.com Contents 01 03 02 Developing astrategic approach The innovator’s challenge:where next? Innovation in action Uncover what effective innovation looks likeby learning from award-winning brands,Dove and Google Cloud, who combine bold With trends shifting rapidly and AIaccelerating change, it’s tempting to chasewhat’s new, but lasting innovation demands Discover how purposeful innovation,grounded in strategic clarity, human insight,and bold execution, enables brands to INNOVATINGWITH INTENTThe innovator’schallenge:where next? Innovation is essential for growth—butit’s rarely easy.In a world of constantchange, brands face a tough question:where should they focus next? With trendsshifting rapidly and AI accelerating thepace, it’s tempting to chase what’s new. According to the Blueprint forBrand Growth, a brand’s chanceof growth doubles if it focuses To truly excel, brands need to uncoverthe foundational needs, attitudes andbehaviours that spark new ideas. Insighttransforms innovation from a vague conceptinto a structured, repeatable process. Thekey is to root your approach in a clear But failure iscommon—andpoor innovations Innovation is brand growth 40%of new products lead to 1/3of new products are dead ordying after two years. 3 faster growth thancompetitors achieved bybrands perceived as highly7x of significant innovationscame from winning brands,surpassing what competitors60% Startwith foundations The strongest brands don’t just chasetrends—they build from strong foundationsrooted in a deep understanding ofconsumers. They connect what the brand Great innovators begin withseeking clarity.They ask:What arethe innovation opportunity spaces? But they don’t stop there. They look outwardto explore the competitive landscape, culturalshifts, and emerging tensions. They lookinward to examine their brand’s strengths andidentity. And they look deeply into the lives ofconsumers—uncovering motivations, frictions, Askthe rightquestions Buildwithintention Innovation is a journey of alignment.The most impactful brands connect theirbrand identity with execution. They thinkbeyond the product, considering how it lives Once foundations are in place, thenext step is curiosity. Brands thatgrow ask bold, strategic questions: They learn, test, and learn again. They listento feedback, iterate quickly, and own theirinnovations—committing to them with the Connecting brand, consumer and contextisn’t just a challenge—it’s the foundation ofmeaningful innovation.It’s how brands movefrom insight to impact, from ideas to growth. INNOVATINGWITH INTENTInnovationin action The answer to uncertainty isn’t guesswork—it’s about purposefully mapping newlandscapes and discovering their paths Dove:it’s allabout chemistry “ Innovation has beenat the heart of Dove’sjourney to become a €7billion brand… alwayscommitted to deliveringmeasurable superior care, The personal care brand Dove continues “realbeauty” while expanding into new emotionaland functional territory. By incorporatingactive skincare ingredients into productssuch as body wash and antiperspirants, the The Serum Shower Collection uses patentedtechnology to target nine common skinconcerns, for instance, while the AdvancedCare Antiperspirant with Pro-CeramideTechnology helps underarm skin recover The effectiveness of Dove’s consumer-firstapproach is reflected in strong ratings forbehaviours such as offering a good rangeand improving people’s lives. This is furtherreinforced by its high Demand Power—a clear Marcela MeleroChief Growth Officer at Dove Personal Care Google Cloud:accelerating towards the future Google Cloud continues to push theboundaries of AI, developing technologiesthat deliver meaningful, real-world impactThe brand is consistently recognised for autonomous agents—such as Best Buy’svirtual assistant, which provides a bettercustomer experience by helping to from TPUs to best-in-class models, platforms,and applications, Google Cloud is helpingorganisations around the world transformtheir businesses for the AI era. The brand’s Google Cloud’s AI-optimised TPU chips havealso been key components to advancingoverall research and product development. The company’s Gemini model and AIplatform enables businesses to create “Our new partnership withGoogle Cloud will help us furtherunlock the power of people,using generative AI to continue Brian TilzerChief Digital Analytics and Technology Officer, Best Buy What lessons can we learnfrom leading innovators? 01Think differently02Embrace curiosity03Connect purposefully04Learn, test and learn Successful innovation is never accidental. Themost impactful ideas are co-created throughintentional connection and cross-functionalcollaboration. Award-winning brands like Doveand Google Cloud excel at innovation