A Client's Great Question: "What's more important? Innovation, Engagement, Agility?"

On other occasions I have already said that my answer to an or-question is almost always 'both'. (This has also been stated here lately: "When given a choice... take both!".)

Based on my portfolio definitions of Business Innovation

"The development of distinctive business models, market, brand, product and service innovations - based on the lead/marke Informal Markets Matrix."

and Brand Engagement

"Brand experiences & involvements, inspiring individuals that passionately the classic campaign ideally becomes redundant."

those two are dependant upon each other.

Via true Innovation you create great engagements and via inspiring Engagement you (ideally) co-create your next Innovation.

Some still try to mask adaptation and incremental innovation with above average brand engagements - and then blame their creative agencies for below average successes. This may work for a few months, a campaign life cycle, a quarterly report, but not in the long run.

People are able to judge the difference between true innovation, and engagements derived from that, versus the superficial advertising, contact and reach driven trials of traditional industries, agencies, and thinking.

To become truly engaging you must re-invent, if not innovate, the product and the brand, respectively. That you may - by the way - call authenticity.

How to launch engaging solutions if they are not grounded in the product or brand itself? How to launch relevant innovation if they are not born out of a dialog with the individuals out on the streets or in the web?

Agility? Same! Innovation is Engagement is Communication:

"First of all the brand inspires the corporation. Communication is a solution, not a distraction. The brand is content provider and curator."

How to tear them apart? You cannot. You should not. First of all the brand inspires the corporation - not the audience, or target groups, or consumer.

The corporation must live the brand. Every employee, every touchpoint must live the brand. "Notably the interpersonal brand experiences are the most impressive ones". And 'living the brand' means 'acting like the brand as a personality, as a character would act'.

Perhaps the most simple answer to the client's above question is:
Brand's Key to the Top Spot in the Individual's Mind is Masterly Balancing the Tripod of Innovation, Engagement, and Agility!

Note: All quotes are taken from the lead/marke presentation.