The true purpose of this blog is to discuss this idea of Innovation and how it has been translated into advertising - successfully and unsuccessfully. So many people are jumping on the Innovation bandwagon in their advertising. In my opinion, the Innovation for All campaign didn't sell Nissan as an innovative company. Yes they made Fast Company's list of innovative companies in 2011, but did this tranlsate to sales? Meh, that's debatable. It didn't sell to us millenials at least - many of us were unaware of the campaign or even associated Nissan with innovation.
Now on to Apple. Now this is a company that is innovative yet it doesn't say innovation in their advertising. They demonstrate it through their products and their revolutionary ideas. They portray the experience. They've build their brand on this. You don't think about price when looking at Apple - you think of the experience, the prestige, the brand. It's all about the brand and the name they've built up.
Another semi-random point of interest is to check out this article from Fast Company about creating a culture of innovation. Innovation goes beyond an advertising concept to the heart of an organization. It defines strategy and that needs to be evident. One of the quotes that stood out to me was this:
Understanding what innovation is, and is not, is critical for culture change.
To wrap this up, my point is define innovation in your advertising. Don't just say it. Show that your company embodies that idea. Prove to consumers why. They need to believe it. As my professor Matthew Wilson (and AAF District 9 Educator of the Year - woot!) said, you can no longer sell detergent by saying it makes your white whiter - we have to experience it, understand it. We are a generation that says prove it.