T
hree brand experts explain their approaches to the innovation process.
Rebecca Haigh, head of innovation, Heineken
“We often hear that no idea is a bad idea – that we should generate as many ideas as possible, enter them into the pipeline and see what works. This is particularly pertinent in innovation departments where there are innovation rate targets to hit.
“The danger with this approach is that you dilute resources, not just financially, but in terms of people. When you create too many priorities internally, there’s inevitably a lack of focus and, eventually, lower dividends.
