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in On Point

Innovator Vs. Status Quo Brands

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In this podcast, Tony Wessling with brand strategy firm Chromium provides some excellent insight into what it takes to become what he calls an "innovator brand" and why that is so important. Moving away from the alternative -- or "status quo brand" -- is not easy, but Tony says innovation is key to any firm's future success. Strong, visionary leadership is a critical factor. Distinguishing yourself from the crowd requires more than a fancy logo or slick ad campaign. Rather, it requires "branding from the inside out and an active pursuit of a culture of innovation that revolves around a central business strategy," Tony says.

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