Growing brand equity through volatile times: Approaches to innovation

Brand-owners are facing rich opportunities to innovate, with rapidly evolving changes among consumers in developed and emerging markets and the wide adoption of new technology. To exploit these they must assess what forms of innovation complement their brand strategies and whether the organization has the right mix of talent and capability to deliver the approaches chosen. CEOs of consumer brand-owners must inspire an innovative culture from the top, and address the organizational development agenda that strengthens their chosen innovation path, if they are to sustain brand equity growth in these volatile times.