Creative Destruction

creative destructionHow many brands deserve to be called innovative? And what does it mean to be innovative anyway? An executive summary of a reader survey. How many brands deserve to be called ‘innovative’? And what does it mean to be innovative anyway? Innovative is an attribute nearly every brand claims, but few customers believe. Sensing this, we fielded a survey in which we asked respondents to rate various brands as either ‘overrated,’ ‘underrated,’ or ‘neither’ in terms of their reputation for innovation.

Of the 20 brands, only three — Amazon, Google and Samsung — were judged ‘underrated’ for innovation by more than 50 percent. Just one — Miley Cyrus — was deemed ‘overrated’ by more than 50 percent (granted, her inclusion in the survey was, um, cheeky). The rest washed out as ‘neither.’ This could mean that most brands are not considered innovative on any level, or that they get a fair amount of credit for innovation. For clarity, we asked respondents why they answered as they did, and this is where things got interesting. continue

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