Global 2015: 10 YEAR RESULTS | 7. INNOVATION AND LOVE FORM A VIRTUOUS CIRCLE
Balance ensures long-term success
Love and innovation go together like a horse and carriage. They separately drive brand value growth. But together they form a virtuous circle that balances brands with qualities that help ensure long-term survival and success.
Brands seen as innovative are more likely to be loved. Love provides the space brands need to innovate while still functioning effectively day to day in the unremitting pressure of the marketplace.
Consumers often become infatuated with the newest, shiniest product. That’s fine
for brands looking for a fling. But it's not enough to sustain brand value growth over the potentially long lifetime of a great brand.
Even the most trend-setting brands experience swings between periods of intensive innovation and periods of iterative progress. Love provides the forgiveness necessary when a brand’s cycle of creative development is out of sync with consumer expectations.
Love and innovation are a winning combination
There is a strong and productive correlation between being innovative as a brand and being loved.
From the consumer view, some brands are more innovative and others more lovable. For the brand it doesn’t have to be an either-or situation. Even the strongest brands gain greater stability and long-term resilience from a healthy balance of innovation and love.