The Irresistible Force of Innovation
We have recently seen one of the most significant scientific achievements of our age in the discovery of the Higgs boson, the elusive - and up until now purely theoretical – “God” particle that literally gives substance to the universe by explaining why some elementary particles have mass.
It provides the missing link that scientists tell us will enable innovation on a scale that humanity simply cannot imagine at the moment.
But how does that actually affect us in our everyday lives? We’re told that this will potentially impact every aspect of our lives, but will it really matter to how we buy, sell and market products and services? As marketers go about promoting brands and increasing product awareness, does innovation – scientific, technological or creative – really matter, or do tried-and-tested formulas still rule?
Innovation – or at least the perception of it – is an important element of how most companies promote themselves these days. The drive to progress and move forward is a basic human impulse, and people naturally want to associate themselves with brands, products and companies that are seen to be at the cutting edge of whatever it is they do.
Apple is only the most prominent example of a company that thrives not only on innovation itself, but on marketing the idea of being innovative. To buy and use an Apple product is much like wearing a stylish badge of innovation, and this is what took the company to its astronomical levels of success.
As Damon Darlin once said in his much-quoted CNET article, companies must “innovate or die”. Even traditional, non-tech companies such as Burberry or Chanel cannot be seen as falling behind the innovation curve, especially when it comes to marketing their brands. Initiatives such as engaging customers using social media and mobile apps have become almost obligatory, as they provide a veneer of innovation to even the most old-school brands.Continued on the next page