You're launching a new product campaign. How can you infuse it with your brand's innovative spirit?

Creating a strategy for a new product has two clear advantages. There is no precedent, prior mandate or residual baggage to deal with. There is a now a blank canvas and the freedom to shape something amazing. The responsibility, though, is immense. This will be the first day in the life of a brand. It takes a lot of insight mining to arrive at the right category shoulder niche, the positioning stance, the articulation of the differential. Unless this forms the bedrock of the communication, it is a huge opportunity lost. I believe in disruptive breakthroughs on 5 distinct levels - the business model, the insight, the idea, the technology and the social media groundswell. Achieve this and you’ve provided the springboard for the future.

Storytelling should highlight how the product meets future needs, aligning with your brand's forward-thinking ideas. Involvement of your audience in the process through design challenges or behind-the-scenes content is important and utilizing multi-channel engagement across social media, email and digital platforms. You can create a campaign that is not only visually captivating but also reflects your brand's bold, innovative approach to design and marketing.

Your product should feel like your brand. Your brand should effervesce feelings of your product. If you’re at this amalgamation stage then you may be a little late. Unifying your team/ agencies early on will instil the simplistic vision that all products should have. It’s about a feeling. It’s not about sculpting an over intelligent, self righteous creative direction that’s fundamentally irrelevant. It’s about presenting something irresistible to your audience.

Start by rejecting the obvious. As I stress in my book 'THINK', the power of creativity comes from challenging conventions and pushing past predictable ideas. Ask: What rules can we break? What assumptions can we flip? Build your campaign around a concept that surprises, sparks curiosity, and showcases your brand’s unique voice. That’s how you infuse true innovation into your strategy.

Disrupt expectations—don’t just launch, explode. Infuse innovation by making your campaign feel like a brand statement, not just an announcement. Play with formats, challenge norms, and bring your brand’s boldest traits front and center. Tell a story that only your brand could tell, using tech, channels, or visuals that surprise and engage. Make every touchpoint not just informative but unforgettable. Innovation is about risk, so don’t hold back—make the launch itself a declaration of your brand’s fearless spirit.