The survey, by branding consultancy Incite, also suggests that more traditional brands like Barclays, HSBC, Royal Mail and British Airways are 'more likely to be seen as boring and dull'.
The study questioned nearly 500 consumers between the ages of 18 and 65 years old, as well as carrying out three focus groups with pre-family, family and post family demographic groups.
Incite asked participants to name brands they consider to be the most and least innovative, and to explain their reasons.
The survey, to be repeated on an annual basis, revealed that 74% of consumers respect brands that are 'constantly moving forward'. In addition, 85% said they want new products to make their life easier, although 60% are against the idea of creating something new for the sake of it.
The top 20 innovative brands are:
- 1. Sony
- 2. Apple
- 3. Microsoft
- 4. Virgin
- 5. Nokia
- 6. Dyson
- 7. Nintendo
- 8. Tesco
- 9. Sky
- 10. Panasonic
- 11. Honda
- 12. Samsung
- 13. Google
- 14. Phillips
- 15. Dell
- 16. Toyota
- 17. eBay
- 18. Amazon
- 19. BT
- 20. Toshiba
Comments
Interesting how advertising influences perception. Honda in terms of product offering are not particulry innovative, in fact quite the opposite. But their advertising is probably one of the most....
Sony's advertising is better than Apple's, although it leads on design.
What about Dyson? Those wooden James Dyson-fronted ads are rubbish but there's no denying the design is good
A very interesting top three.
Sony are sometimes to innovative for their own good in the past they have released formats such as Betamax ,Atrac and mini disc all of which did not perform as well as hoped.
Apple are brilliant at innovative design but take a look beyond the packaging of your iPhone and realise dated technology, only Steve jobs can make a big deal about a product that is today what it should have been a year ago and make it seem cool. The 3G iPhone is still on paper an inferior product to some of the mobile phones that were out more or less a year ago.
Microsoft innovative??? Is Vista not a rip off of Mac OS X? Zune a copycat iPod wanna be? Perhaps i am missing something?
During the Beta verses VHS era I was in central Mexico putting together an audio visual department. What decided the fate of Beta was not innovation because from an engineering perspective Beta was a far superior product than VHS. In this case, Beta was out flanked, in that the backers of VHS were able to create a situation in which more movies were released in VHS than Beta. From the perspective of the every day consumer walking into a video rental store, it was quantity and not quality that decided the outcome. Seeing more movies available for VHS the majority of consumers went for VHS. If you haven’t noticed, Sony has learned from that experience and this time around it was Blu-ray that came out on top and the winner.
A DIAZ - 17/06/2008
I heard that the death of Betamax was caused by the fact that you couldn't get porn on the format
I was told that the VHS format technology was released to other manufacturers, allowing lots of machines at various price-points to be quickly introduced to the market; whereas Sony restricted (or even avoided) release of the Betamax technology, thus limiting the range of players/recorders on the market and allowing their technology to be usurped by the volume and range of inferior VHS machines.
Then again - lack of Porn might well have been the clincher!
Where's Bernard Matthews?
Comments
Stuart Kilroy - 16/06/2008
Interesting how advertising influences perception. Honda in terms of product offering are not particulry innovative, in fact quite the opposite. But their advertising is probably one of the most....
Bill Britt - 16/06/2008
Sony's advertising is better than Apple's, although it leads on design.
Jeremy Lee - 16/06/2008
What about Dyson? Those wooden James Dyson-fronted ads are rubbish but there's no denying the design is good
Luke Anderson - 16/06/2008
A very interesting top three. Sony are sometimes to innovative for their own good in the past they have released formats such as Betamax ,Atrac and mini disc all of which did not perform as well as hoped. Apple are brilliant at innovative design but take a look beyond the packaging of your iPhone and realise dated technology, only Steve jobs can make a big deal about a product that is today what it should have been a year ago and make it seem cool. The 3G iPhone is still on paper an inferior product to some of the mobile phones that were out more or less a year ago. Microsoft innovative??? Is Vista not a rip off of Mac OS X? Zune a copycat iPod wanna be? Perhaps i am missing something?
Fernando Roldan - 16/06/2008
During the Beta verses VHS era I was in central Mexico putting together an audio visual department. What decided the fate of Beta was not innovation because from an engineering perspective Beta was a far superior product than VHS. In this case, Beta was out flanked, in that the backers of VHS were able to create a situation in which more movies were released in VHS than Beta. From the perspective of the every day consumer walking into a video rental store, it was quantity and not quality that decided the outcome. Seeing more movies available for VHS the majority of consumers went for VHS. If you haven’t noticed, Sony has learned from that experience and this time around it was Blu-ray that came out on top and the winner.
A DIAZ - 17/06/2008
I heard that the death of Betamax was caused by the fact that you couldn't get porn on the format
gotnoteef - 17/06/2008
I was told that the VHS format technology was released to other manufacturers, allowing lots of machines at various price-points to be quickly introduced to the market; whereas Sony restricted (or even avoided) release of the Betamax technology, thus limiting the range of players/recorders on the market and allowing their technology to be usurped by the volume and range of inferior VHS machines. Then again - lack of Porn might well have been the clincher!
Gellan Watt - 18/06/2008
Where's Bernard Matthews?