Innovation Alienation

Got innovation? Just about every company says it does.

Seemingly, the deodorant market is set to boom by $13bn by 2017 – all thanks to new innovation. If half of that innovation is down to smaller aerosol cans, then they can keep their innovation as their claims stink! There is far less spray and most of what comes out of the smaller can is just compressed air.

Businesses throw around the term ‘innovation’ to show they’re on the cutting edge of everything, from technology and medicine to snacks and cosmetics. Companies are touting chief innovation officers, innovation teams, innovation strategies and even innovation days. 90% of the strategic marketing documents compare themselves to Apple, rather than focusing on their own business and their customer needs.

But that doesn’t mean the companies are actually doing anything remotely innovative. Instead they are using the word to convey monumental change when the progress they’re describing is quite ordinary.

Like previous buzzwords ‘synergy’ and ‘monetisation,’ the i-word is in danger of becoming a marketing cliché – if it isn’t one already

It’s fair to say that the automotive industry on both sides of the pond have been under turmoil for the last 5 years. The economic slowdown has seen car sales fall off a cliff.

So, in these tricky waters, the clever advertising guys turned to the innovative olive branch. “Surely if we tell everyone how innovative we are, then we’ll be like Apple and sell loads of product?” Sadly, every advertising agency that works in automotive thought of the same strategy. Hardly innovation in itself!

Naturally, car companies are innovative. But we don’t need to keep telling everyone that they are. The whole car industry is in pursuit and copy cats. So no real differentiation. Where has customer service gone? What about Design? Affordability? Durability? In this age where the customers have more choice, and less money, we need to think in real world relevancy.

Yes manufacturers spend a lot on R&D, however, so does every car brand and every technology company. So unless you are prepared to really open up your doors and showcase just how innovative you really are, lets forget the i-word and focus on real world messages that the customer can relate to.