奥美（Ogilvy）：2024重新构建，重新构想，重新布局：释放实际的增长力研究报告（英文版）（25页）.pdf

1、REFRAME,REIMAGINE,REWIREUnlocking Real Growth in the Next Era of InnovationIn 2023 top-line growth was driven largely through price hikes,revealing a lack of real underlying growth that has left brands and businesses exposed this year.With 2024 shaping up to be another year of stagnation,every brand

2、 and business urgently needs a catalyst for real growth to drive the top line,without relying on the price increases that consumers will no longer accept.So,what will it take for companies to unlock real growth in an era when easy wins and cautious optimism simply wont cut it?A fresh take on innovat

3、ion.Weve devised a formula for how innovation can drive real growth in 2024,and beyond.Firstly,understand the brand drivers of innovation to increase brand equity and top-line growth how they have changed,what they are today and what will come next.Secondly,identify the right type of innovation for

4、the problem your brand or business needs to solve we identify three types of innovation to drive the top line.And lastly,apply the principles that will spark and sustain a culture of innovation throughout your organisation,to generate new energy and engagement around it.UNLOCKING REAL GROWTH IN THE

5、NEXT ERA OF INNOVATIONINTRODUCTIONOGILVY3UNLOCKING REAL GROWTH IN THE NEXT ERA OF INNOVATION2What drives innovation the products,services and business models that are deemed to be truly innovative changes over time.So,to truly understand the current and future drivers of innovation,we need to take a

6、 brief look back.Weve used WPPs Brand Asset Valuator,the worlds longest-running and largest consumer study of brands and brand equity,to unearth the changing attributes that drive innovation across the worlds most innovative markets Japan,China,USA,Singapore,Germany,Canada,Netherlands and the UK.Fro