According to Interbrand Apple is the top dog brand for it’s innovation. Makes sense to me since innovation at Apple is decidedly within its core of design leadership.
Apple Inc.’s brand value jumped 28 percent to $98.3 billion and Google Inc. GOOG’s rose in second place at $93.3 billion. The Coca-Cola Co. name slipped from the top spot after 13 years to third place at $79.2 billion.
I’ve had the opportunity to get inside knowledge of big brand companies such as AmEx. To say brand drives conservative marketing strategy more than any other factor is an understatement. Brands are costly to build and can lose value overnight. This will breed conservatism in management. Consider Apple whose brand is worth almost $100B. That’s a lot of clams to jeopardize. To expect wild experimentation, which is how the tech-blogosphere seems to define innovation as of late, is delusional. Risk-taking by real live managers is going to be centered around how a company sees itself. For example, AmEx’s Bluebird prepaid debit card is a risk to the company’s luxury image but it is clearly aligned with at least some of the core elements of the brand: safety, security, customer service.
Apple is a design shop. I look at the new Mac Pro and that beastie screams design: Apple’s knitting. All of the innovation is centered on cutting edge technology inside a beautifully designed package where form fits function. And that’s real and actual innovation, despite tedious claims that Apple can no longer innovate because it hasn’t created a phone that reads your mind or cooks your breakfast.