In an ever increasing competitive marketplace, an aggressive strategy is necessary to redefine consumer perceptions and drive immediate and sustainable growth. Innovation is often understood to be the key to improving processes, eliminating waste, improving productivity and increasing employee satisfaction. To keep a brand at the forefront of competitiveness, an organization must push the boundaries, think creatively and be pioneers, by developing ideas and turning them into successful outcomes. Take Apple for example, from Mac to iPod, from Apple TV to iPhone to iPad, Apple has constantly innovated to raise the bar for products that delight and amaze customers. Apple takes the best-loved products on the planet and continually makes them better.
The performance of Starbucks in the US is another example. In the past few years Starbucks has gone on to prove that decline can be arrested and reversed. Brands with historically high levels of customer satisfaction are perfectly capable of re-inventing themselves.
When strong brands start to fade, it is innovation and reinvention that comes to the rescue. Innovation also provides an edge in being able to enter new markets faster and deeper and provides a window to restore brand credentials. **End Summary** Topics: idea management systemManagement Idea
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