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?

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