Brand is an ingredient in the innovation recipe that can’t be forgotten regardless of the type of organisation we’re talking, be it a business adding something new to its existing offering, a legacy operation completely re-inventing itself or a start-up innovator. For the first two examples – those needing to transform, there is a real need to focus on brand in order to engage with internal and external audiences to take them along on the journey. While start-ups tend to require help to distinctly differentiate and crystallise their proposition, brand experience, and go-to-market strategy.

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