Innovation isn’t just a buzzword, it’s the cornerstone of modern business success.

Companies prioritising innovation are growing at a 15% higher rate than those who don’t, and a resounding 84% of leaders agree that innovation is pivotal for driving growth.*

It’s hardly surprising given the transformative power that innovation wields in shaping brands and propelling businesses forward.

Take Apple, for example. From the iconic iPod to the revolutionary iPhone and beyond, Apple’s relentless pursuit of innovation has cemented its status as a leader in the consumer electronics and technology world.

By integrating product development with overarching business strategies, Apple consistently delivers groundbreaking products that resonate with customers worldwide, driving significant brand value in the process.

So why is innovative product development so important?

1. Stay Ahead of the Competition

Innovation isn’t just about keeping up; it’s about staying ahead.

Companies like Fundpath are a prime example of how disruptive innovation can revolutionise entire industries.

By creating a new way for fund buyers and sellers to connect, they are defining a new industry paradigm, leaving competitors scrambling to catch up.

2. Meet Customer Needs

At the heart of every successful product lies a deep understanding of customer needs. 

NRG Energy, for instance, developed a new product with the customer in mind. Knowing that comparison is important in a consumer’s buying behaviour, they launched a new brand, a product called Everything Energy.

By allowing consumers to compare and contrast energy suppliers in a user-friendly format, they are now a go-to energy comparison platform in the US.

3. Drive Business Growth

Innovation isn’t just a catalyst for change; it’s a driver of growth.

Take Investec’s Test Tracker, for instance. As a private bank who sponsors a wide range of international sports and cultural events, they looked to explore innovative ways to capture the attention of high net worth prospects.

By creating a live sports application that pulls in real-time data from Test Cricket matches, they were able to demonstrate their understanding of performance and increase brand awareness.

4. Enhance Brand Reputation

Innovation isn’t just about products; it’s about perception.

Forward-thinking organisations like Amazon are synonymous with innovation, cultivating a strong brand reputation that attracts loyal customers. 

As the world’s largest online retailer, Amazon has constantly pushed the boundaries of e-commerce innovation. From their one-click ordering system to their voice-controlled assistant, Alexa, Amazon continually introduces new digital products and services that enhance the customer experience and brand reputation

5. Navigate Market Challenges

Innovation isn’t just a solution; it’s a strategy.

In today’s dynamic market landscape, businesses must adapt quickly to overcome challenges. 

Jacobs Foundation recognised the need to democratise access to museums in a post-lockdown era and pivoted their business with the introduction of the Digital Museum of Learning. They developed an interactive digital product that allows children to access exhibits from across the globe that they might not be able to travel to.

So, how can you leverage innovation for brand growth?

Successful innovation doesn’t happen by chance; it follows a structured process.

By understanding consumer needs, market trends, and feedback, businesses can validate their ideas and position themselves for success.


“We have created a great model that helps guide our clients through the product strategy process. Helping identify where innovation can bolster brand equity.”

— Ranzie Anthony, CEO, Athlon

Get started with our free Product Strategy Canvas

Our product strategy canvas serves as a succinct roadmap. It helps teams align by outlining goals and key considerations for launching new products, services or ventures.

Divided into five sections, it encapsulates vital aspects of your business, strategy, and customer journey, offering a comprehensive overview of your venture’s roadmap.

Explore our Miro Template


Kate Cargill

Consultant, Brand Experience

With 15 years of B2C brand and product experience and a MSc in Psychology, Kate helps companies predict, influence and navigate consumer behaviour.

Phoebe Lewis


Phoebe helps our clients look at the bigger picture, through research, analysis, and insights.

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