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Is ‘New’ Better than ‘Innovative’?

Accenture’s recent branding has focused on delivering the “new.” In a post for Source Global Research, Fiona Czerniawska observes this decision and considers it to be very daring. She reasons that every consultancy on Earth promises “innovation” these days, but innovation is difficult to measure. The presence of innovation is also inherently subjective and dependent upon what a business has already seen before. By comparison, promising something “new” feels more concrete, in that it is pretty easy for a business to know what is or is not new. People know new when they see it, which makes what Accenture is offering quite enticing. What could you stand to gain by offering “new” solutions?

You can view the original post here: http://www.sourceglobalresearch.com/blog/2017/07/19/all-new-accenture

About John Friscia

John Friscia is the Editor of Computer Aid's Accelerating IT Success. He began working for Computer Aid, Inc. in 2013 and continues to provide graphic design support for AITS. He graduated summa cum laude from Shippensburg University with a B.A. in English.

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