Share these talks and lectures with your colleagues
Invite colleaguesPractice paper
Small brand giants: Harnessing innovation to disrupt for growth
Journal of Brand Strategy,
13
(1),
15-28
(2024)
Abstract
Small brands face big marketing and branding challenges in a world in which industry giants wield considerable resources. This paper promotes innovation as a catalyst for brand success. It discusses how brands can use innovation to challenge conventions, reshape industries and achieve notable success in a dynamic industry. The paper outlines innovative strategies that empower small brands to carve distinct niches, enhance brand awareness and shine brighter than their larger counterparts. It concludes that innovation, far from being a mere buzzword, is a force that can propel small brands toward growth and market disruption.
Keywords: marketing; branding; innovation; small brands; brand innovation
The full article is available to subscribers to the journal.
Author's Biography
Ivonne Kinser is an entrepreneur, best selling author, founder of Vantage Creative Group and a fractional CMO. She is a recipient of the Marketing Lifetime Achievement Award. She is former Head of Marketing at Avocados From Mexico, and built the brand’s digital award winning practice from the ground up. She is a transformational leader who uses disruptive creativity and marketing technology to expand businesses and brands, using unique approaches to help brands and companies stand out in a crowded industry and market.
