What are the best sources of inspiration for brand innovation?

No matter the size or type of project, always ask for feedback. Emails tend to get lost in saturated inboxes, building a quick form on google (forms) or using an external tool (tally) improves the experience and response rate.

One of the best sources of inspiration for brand innovation is marketing research. It offers clear insights into customer preferences and emerging trends, helping brands understand what people truly want. This understanding allows businesses to identify gaps in the market, uncover niche opportunities, or develop solutions to real problems. By staying closely connected to customer needs through research, brands can innovate with purpose and create offerings that resonate deeply with their target audience.

The best sources of inspiration for brand innovation include deep customer insights, emerging technologies, shifting cultural and social trends, competitor strategies, sustainability movements, creative collaborations, data analytics, and disruptive ideas from other industries or startups.

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The best sources of inspiration for brand innovation include studying customer feedback and emerging trends to understand evolving needs, analyzing successful competitors and adjacent industries for fresh ideas, exploring cultural shifts and technological advancements, and fostering creative brainstorming within diverse teams. Additionally, engaging directly with customers through co-creation or immersive experiences can spark unique insights that drive meaningful and relevant brand evolution.

Trends are really helpful if you can hop on them and ride them ASAP, since they tend to represent a collective behaviour or action that's happening now. A better way is search for signals of change and build a repository (Google Drive, Notion) where you can build connections between them and generate your own trends, based on specific categories, themes or subjects.

I keep an eye on trends, but not to follow them every single time. Trends are more like traffic signals: you notice what’s moving, what’s slowing down, what’s missing entirely. The trick is not jumping on every moving vehicle… but recognizing what’s shifting and deciding what actually makes sense to act on.

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Monitoring shifts in your own industry helps you stay relevant. But remember, timing is everything. Use reports, analyst briefings, and competitor audits to spot recurring themes and anticipate inflection points. Read the room before it becomes the room.

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Often, the most disruptive innovations come from outside your industry. Think: how fintech inspired retail UX. Cross-industry inspiration stretches your lens. It’s why companies like Apple borrow from fashion, or Nike partners with tech firms. Pattern-matching across sectors gives your brand fresh, competitive edges -- especially in saturated markets!

While this really depends on the kind of brand and which stage in the funnel you are - I would recommend reading 'everything'. Not just articles and blogs (lot of clutter here with AI-generated content, so it's difficult to find inspiration here when everything looks homogenized). Go beyond and read - mall brochures, subway ad copies, service manuals of your latest buy, product labels, TV guides, playbills, movie reviews, magazines at a salon, podcast descriptions. Inspiration is everywhere - you never know what clicks.

Deloitte found 57% of consumers are more loyal to brands that commit to addressing social inequities. It's not a surprise anymore that culture shapes perception, especially now with Gen Z who expects values alignment, not just value. Pay attention to shifting social norms, language, and movements because your brand voice should reflect the moment without chasing it.

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I once thought the best brand ideas came from brainstorms. Big rooms, sticky notes, clever prompts. But some of my most useful brand instincts actually came from sitting in support Zoom calls. Watching people ask the same question three different ways until they finally got what they needed. That does something to your brain, it rewires the way you think about clarity, about positioning. For me, personal experience isn’t just about where I’ve been or what I’ve done. It’s about how close I’ve been willing to get to the real problem. And those moments, when I stop observing as a marketer and start thinking like a user, those shape everything.

At Marissaleanne & Co., brand innovation isn’t about chasing trends—it’s about alignment, impact, and legacy. I draw inspiration from personal breakthroughs, the strength of Black women who lead without titles, and the fearless creativity of the next generation. I listen deeply, reflect intentionally, and build with purpose—not performance. Some of my best ideas come from prayer, quiet moments, and staying rooted in why I started. Innovation happens when we stop trying to impress and start aiming to impact. 💭 What fuels your brand to grow differently? Let’s learn from each other. #MarissaleanneAndCo #BrandBuilder #LegacyWork #BlackWomenInBusiness #AuthenticLeadership #PurposeDriven #FaithBasedBusiness #LinkedInCreators

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Keep your innovation loop tight. Set up monthly “voice of the market” sessions, create a swipe file of micro-inspirations, and revisit your core mission.

Brand innovation, to me it’s never just one thing. You know, the real magic happens when you mix it all together. It’s kind of like cooking, a great dish isn’t great because of one single ingredient, it’s how the flavors work together. Same with branding. We need a bit of everything: What our customers are saying? What’s happening in our industry? What’s trending outside? What’s shifting in culture? And yes, brand's own feeling too. Each one gives a piece of the puzzle, and the real innovation comes from connecting the dots when we can mix in all and turn them into something that may wow people.