Kantar-2024年度杰出创新奖（英）

CELEBRATING INNOVATIVE BRANDS WORLDWIDE...and how they Find New Space© Kantar 2024INTRODUCTIONInnovation is crucial to driving sustained growth. For all brands, big or small, success depends on finding new ways to engage with people.CONTENTSThis can happen in many ways – not just through new products or services, but also in additional contexts, on different occasions, or with wider demographics, for instance. Kantar analysis has shown that brands that can identify and move into new space double their chances of growth. But getting it right isn’t easy. So, what makes the difference?To help answer that question, last year we launched Kantar’s Outstanding Innovation Awards. We drew on our comprehensive research to identify excellence in innovation and share key insights on how brands were achieving it. From household names to emerging stars, the winners and the approaches they took were hugely diverse. What they had in common was an ability to stretch in new directions while maintaining an authentic presence.For this year’s awards, we’re again showcasing the brands that have demonstrated the vision and boldness necessary to step into new space. As the winners make clear, there’s no one-size-fits-all answer – and the path to success is rarely straightforward. The rewards, though, are undoubtedly real.A STANDING OVATION FOR OUR WINNERS4CATEGORIESCONSISTENTLY INNOVATIVE BRANDS6RISING INNOVATIVE BRANDS14PIONEER22BRAND BLUEPRINT AWARD – INNOVATION26FIVE LESSONS LEARNED FROM SUCCESSFUL INNOVATORS32CONCLUSIONS AND IMPLICATIONS402© Kantar 2024 | 3A STANDING OVATION FOR OUR WINNERSWe supplemented this analysis with a wide range of publicly available information sources, and interviews with some of the winning brands. Let’s reveal the winners in each category, and what makes them stand out.Being Meaningfully DifferentKantar BrandZ analysis consistently finds that the brands that people perceive to be meaningful (meeting people’s emotional and functional needs) and different (offering something that others don’t, and leading the way) consistently outperform the S&P 500. All our winners scored highly on being meaningful and different. Demonstrating innovative behavioursThe winners also scored highly on one or more of the following innovation attributes: shaking things up, fitting well into everyday life, leading the way, offering a good range of products and services, making people’s lives better, having well-designed products and services, and being committed to sustainability.Sustained business impactMeaningfully Different innovations should drive improved business performance. To assess the impact of innovation on business results, we looked at sales data (where available) and Kantar BrandZ scores including Demand Power, Future Power and Pricing Power.We identified our winners using Kantar BrandZ data, Worldpanel data as well as assessment by our innovation experts. We used three important criteria.4© Kantar 2024 | 5The winners in this category have d