Innovation, innovation, innovation. The desire for brands to pump out faster and more reactive products has never been so strong.
However, as many have adopted the fail-fast technique favoured by the likes of Coca-Cola, others are pushing back amid a move to value quality over quantity.
In July, Diageo’s global head of innovation, Michael Ward, admitted that the drinks giant had reached “peak innovation” and is choosing to focus on products that can have a sizeable impact, rather than appeal to smaller trends.
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