How to innovate with intention

Innovation just for the sake of it often does more harm than good. It risks damaging your brand and minimizing trust you’ve built with your audience. But when innovation is done thoughtfully—whether that’s adopting new strategies, embracing cutting-edge technology, or finding fresh ways to engage people—it can make all the difference. This is how brands tackle a fast-moving market, adapt to shifting customer dynamics, and stand out in a sea of sameness.

That said, we get it—marketing innovation isn’t easy. In today’s world, marketers are expected to do more with less, and it’s hard to justify the cost of innovation when the ROI isn’t always immediate. Let’s face it: sometimes, innovation feels more like jumping on a bandwagon than delivering real value. Remember when Maybelline’s AI mascara stunt got everyone talking? It was cool…until every brand had done the same thing, and suddenly no one cared anymore.

True marketing innovation isn’t just about creativity—it’s about making technology work for you. It’s about driving efficiency, personalizing customer experiences, and embracing tools like AI for creative and content generation. But here’s the kicker: to do it right, marketers need confidence, a clear plan for upskilling, and the ability to measure impact.

That’s where our Indigo Slate Innovation Map comes in. It’s designed to help leaders like you explore what marketing innovation can really do and help activate it in a way that energizes your business. Whether you’re looking to embrace the latest trends or just find smarter ways to work, we’ll guide you every step of the way.

Big ideas deserve bold action. Schedule your free innovation mapping session by submitting the contact form below!