Belief Driven Brands
Defined by a mindset and mission, innovative brands lead with belief and conviction to change and improve the status quo. Customer expectations are continually in reset mode with digital technology and supply chain streamlining improving the customer experience. Innovative brands see themselves as pioneers taking a fresh look at a product or segment they believe is ripe for change, often established names that aren't content with customary conditions.
At its core, they challenge assumptions focused on improving or revamping product, marketing channels, and the customer experience.
Superbrands such as Amazon, Uber, Netflix, and others have redefined what it means to shop, watch a movie, and move freely around town. A shift in mindset, challenge to the norms, creative innovation often coupled with the need to spend less to accomplish more.