In Brands, Insight

I am constantly being asked by clients for the next BIG innovation. If the iPhone X were round, would it be as successful or does Apple know something we should all consider? I recently read in HBR that sometimes innovation launches do not succeed because consumers run out of patience having to continually adjust to newness. Constantly upgrading, changing, and leaving your comfort zone is not sustainable. That’s why I think micro-innovations can sometimes better support active brands. Small upgrades to packaging, technology, performance, and textures will both maintain consumer loyalty and assure them that they are still getting the best.

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