Wiggle room is closing in tighter when it comes to innovation. Used to be we could throw concepts out there for consumers to idle with. Not so much anymore. If innovation is not flexible and intuitive enough, great ideas will fall flat as the country continues to tread water. Take Kraft’s 99 cent iFood app for the iPhone. One reviewer online lamented that the shopping lists weren't comprehensive enough. If a brand is going to take on an app in which the consumer scenario compels the consumer to involve brands other than the intended, that brand better be comfortable getting snuggly with the competition. Food shopping is the original consumer mix-and-match scenario. What ends up in the fridge is really a mess of identities. It's the app itself then that becomes synonomous with the brand. It takes a strong confident brand to open itself up.
(Photo by Lost Star.)
Comments