## Definition - A new way of thinking about- and practising innovation, driven also by a unique view of the brand. - Brand-driven innovation is a strategic approach to developing new products or services that are closely aligned with a company's brand identity and values. It involves using a deep understanding of the brand's core values and consumer insights to guide the innovation process and create new offerings that resonate with customers and reinforce the brand's position in the market. By focusing on the brand as the driving force behind innovation, companies can create products and services that are more meaningful and relevant to their target audience, and differentiate themselves from competitors. Brand-driven innovation is a powerful tool for building customer loyalty and driving long-term growth. ## Helpful Resources - [What is brand driven innovation](https://innovationmanagement.se/2011/04/11/brand-driven-innovation/) - [Why culture is key for breakthrough innovations](https://www.slideshare.net/brandriveninnovation/brand-driven-innovation-39837653/53-from_brand_driven_innovation_2010) - [Four step method to brand driven innovation](https://www.slideshare.net/AndrewLeone3/four-step-method-to-brand-driven-innovation) ## Models