It may not be new news, but in How Brands Grow, Byron Sharp argues that to achieve growth, a brand needs to focus primarily on attracting the largest number of customers possible. Rejecting the idea that brands should encourage existing customers to spend more, Sharp recommends broadly targeted, mass-market communication to attract as many people as possible.
So how does this relate to the Innovation League table in this GRIT report?
It’s difficult to remember a year when the likes of Kantar, Nielson and Ipsos didn’t secure a place in the top 10. So, it’s easy to see the benefits of being a big brand with broad audience targeting within MRX. As this report mentions, the top 50 companies achieve their positions due to effective marketing of their innovative offering – you’re more likely to be mentioned by insights industry respondents if people know who you are and what you stand for. In other words, to the annoyance of many in the insights profession, it is all about being perceived as innovative.
Many companies might feel that they deserve a place in the top 50, and companies further down the list may feel they ought to have been positioned higher. But if your company has only got 50 followers on LinkedIn, or a blog that hasn’t been updated since 2018, it’s clear you need to stop grumbling and start communicating.
At Keen as Mustard Marketing we always encourage our agency-side clients to have a strong point of view or specialisation – and then communicate the heck out of it. During the client panel at our recent digital event, Insights Marketing Week, Dieter Deceuninck, Global Director Strategy & Insights at Danone, spoke about the importance of specialisation from the agencies he partners with. ‘For me, one of the biggest and most effective ways [for agencies to attract clients] is if someone comes with a point of view,’ he said. ‘Having that perspective and then translating it into an offer of how to approach a problem is the most effective way [to get my attention].’
This point of difference is something that lots of the growing and emerging companies on the GRIT list do well. Buzzback, for example, has pushed their focused message as an ‘innovation insights agency’ through much increased communications via PR, social media and the launch of a new website over the past year. To celebrate the business’ 20th anniversary, the company’s President and CEO Carol Fitzgerald wrote about what the next 20 years in insights will bring. By positioning itself at the forefront of industry change, it is unsurprising that Buzzback has made the second biggest leap on the list, climbing a significant 19 spots to #30.
Remesh has also made a significant increase in their ranking, climbing 14 spots to #14. The company regularly talks about topics such as product innovation and AI, using its blog, social channels, and webinars to push their messages widely. The platform also recently worked with the UN to innovate the organisation’s process of peacekeeping in war-torn countries, a partnership that got attention from the media and was covered by The Washington Post.
Securing a spot on the GRIT Innovation League table is just one benefit of boosting your company’s marketing, but it is also important to remember that being featured in the list is an example of good marketing in itself. Shouting a little louder about your company messaging can grow your audience exponentially. If you get it right, others will shout about your company for you.
The post The perception of innovation: start with your communications first appeared on GreenBook.
source: https://www.greenbook.org/mr/grit/the-perception-of-innovation-start-with-your-communications/?utm_source=rss&utm_medium=rss&utm_campaign=the-perception-of-innovation-start-with-your-communications
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