When it comes to innovation, America is #1 in the world by many rankings. And not only are we good at innovation, as consumers, we are increasingly making our purchase decisions around it.
This is to be expected...
Innovation is interesting. So we share it on the social web.
Innovation enhances life. So we feel smart and improved and use it often.
Innovation is inspiring. So we are optimistic and feel good when we use it.
Innovation can offer great value for the money. So we feel confident with our purchase.
I really believe that it doesn't matter what brand we're talking about, they're probably doing something innovative somewhere in the organization that's worth showcasing. (Sometimes you just have to look a little harder, that's all.) And when packaging innovation it's wise nowadays to resist the temptation to surround it with other stuff. Let it speak loud and proud.
Like what Sun Chips has done with their compostable chip bag...
Like what Delta has done with their faucet...
Like what HTC and my friends at Deutsch have done with phones...
In these examples each marketer made the choice to solely focus on their innovation. They didn't list 5 things they're "pretty good" at. They did tack on a promo. And they didn't bore us with a back story. Rather, they invested in solely showing their innovation loud and proud. So we're sure to remember both the innovative product... and who's responsible for it.