Marketers must reclaim the word ‘innovation’ before it dies

Innovation is everywhere. Speak to any brand and they will be looking to innovate, have innovation as part of an overall strategy or be looking at ways to weave innovative thinking into their business.
But many companies seem to use the word, and all it implies, without being in the business of true innovation.
The Oxford English Dictionary defines innovation as “a new method, idea, product”, and to innovate as the process of making “changes in something established,