build your brand through innovation A study in the United States in 2016 found that 63% of consumers like a brand to launch a new product or a new generation of an existing product. This should come as no surprise to anyone who has seen the lines outside an Apple shop when a new edition […]

build your brand through innovation A study in the United States in 2016 found that 63% of consumers like a brand to launch a new product or a new generation of an existing product. This should come as no surprise to anyone who has seen the lines outside an Apple shop when a new edition of iPhone or iPad is launched. Research in 2016 in the United States also found that 84% of customers report being attracted to a brand they consider to be innovative. Again, this should be no surprise to anyone who follows Apple. Whether or not Apple is at the cutting edge of innovation, and that may be debatable, it certainly has the image of being so. Further, the attraction to consumers is clear to see. This begs the question – why don’t Australian businesses put more effort into innovation and being seen to be innovative? Innovation…