Innovative brands that change the world…and why we love them

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Exceptional content doesn’t just appear… it is born out of innovation

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Innovative brands don’t just say something different…

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…they approach something ordinary in a whole new way.

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Innovative brands don’t just talk the loudest, or spend the most money...

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…they understand people.

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Innovative brands don’t have to be “brands” at all…

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…they just have to make people feel heard.

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They are novel…

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…but simple.

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…but they did it best.

They may not have done it first…

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They touch on a need...

13…and can drive unexpected action.

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Every brand wants to be innovative.

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…but few are able to stand out.

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Innovation is more than technology or changing for the sake of newness.

Innovative content is no different.

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So what does this mean exactly for content?

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This is how content used to be “published.”

19Technology changed this almost overnight.

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… but innovation changed it forever.

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Obligatory Nike+ reference.

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Nike doesn’t sell gear, they sell competition.

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They listened to athletes…

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…and gave them the tools to success.

…but we have all heard this before.

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They continue to release products and content that build on this system… increasing it’s value, and the value of their brand as a whole.

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No matter how they do it, what innovative brands “get” is that is isn’t about what they make…

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…it’s about how they make people feel.