“Winnovation” in the new Asia Pacific: Mastering meaningfully different innovation for sustainable brand growth

Soumya Mukhopadhyay and Nidhi Rustagi

Brands that innovate bounce back more quickly after a crisis, and Kantar’s Soumya Mukhopadhyay and Nidhi Rustagi share how to master meaningfully different innovation for sustainable brand growth.

Meaningfully different innovation in the time of crisis is all about finding the new opportunity areas left open by the changing landscape and quickly addressing them.

It builds the foundation for growth in the recovery phase after the crisis. The pandemic question our clients are asking now is – how to get innovation right to unlock sustainable growth?

In times of crisis, brands tend to conserve cash, minimise risk and stick with known opportunities. Yet history proves that innovation is the intrinsic link to building strong brands, pandemic or otherwise. BrandZ™, the world’s largest global brand equity database,...

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