what difference do you see between innovation and branding agencies?

big. innovation agencies identify strategic opportunities and create innovative concepts. branding agencies execute/represent the ideas into visuals

they are similar. innovation agencies are better in adding strategic value to the idea

none. they both help me with new ideas

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what is your tolerance to risk associated with innovation?

average. I encourage my team to come up with ideas but we run multiple internal filters before testing with consumers

high. 10% of concepts go into early phase of development

low. we develop only ideas that have been proven successful

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how do you measure innovation success?

share of market year 1 to 3

revenues 6 to 12 months

how fast it breaks even

effect on key brand health indicators in 1 year

team is happy with the immediat market reads

it delivers against pre-agreed measures

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what is your success rate for innovations launched 3 years ago?

5-8%

8-15%

16-25%

26-50%

>50%

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what doeas innovation mean?

new product development

new ideas generating value

creativity

idea development

generating success with new ideas

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