Your brand equity is a key card to innovate!

Intangible assets account for 48% of the value of listed European companies. They include three key elements: Intellectual property, the company’s reputation, and its trademarks. All are long-term assets: a brand or reputation is built up over many years. A patent can be exploited for twenty years.
Are they managed in a coordinated way? Generally not, because intellectual property is the responsibility of innovation, while trademarks and corporate image are the responsibility of marketing or communications.
This is a pity, because knowledge of the company’s reputation and brand equity provides a source of inspiration and a framework at key stages in the innovation cycle. And for the manager in charge of the company’s external communications, understanding the new fields explored by the R&D teams opens up avenues for strengthening the image of the corporate brand in the desired direction.
Coordinated management of the company’s image and innovation is not just good practice for large companies. Any company that invests in the future benefits from encouraging exchanges between those who build the innovation roadmap and those who manage the company’s image and monitor the health of its brands.
Implementation involves a regular dialogue between the two teams, based on a diagnosis of the corporate brand and a list of innovation projects.

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