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It was Peter Drucker, the legendary management consultant, who noted, “The purpose of business is to create a customer. To do that the business has two – and only two – basic functions: marketing and innovation.”

Brand Keys emphatically agrees, which is why this is the 7th year we’ve surveyed consumers as to their perceptions of tech brand innovation.

5,127 B2C, B2B, and D2C consumer interviews identified this year’s 27 most-innovative brands.

Consumers also organically placed each brand into one of three innovation segments: Predictable, Lifestyle, or Mercantile, with brands ranked according to how consumers saw a particular brand’s innovation skills meaningfully transforming their lives.

Some brands consumers rated tops in innovation this year included Amazon, Patagonia, Snap, Sephora, Oatley, IBM, Peloton, Shopify, Instagram, and Hulu. For the complete, segmented brand innovation list, insights into innovation transformation, innovation half-life, and the marketing aftereffects of innovation inactivity, contact Leigh Benatar (leighb@brandkeys.com) for a detailed report.


Find out more about what makes customer loyalty happen and how Brand Keys metrics is able to predict future consumer behavior: brandkeys.com. Visit our YouTube channel to learn more about Brand Keys methodology, applications and case studies.

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