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Amazon, Walmart, Sephora, Lululemon, Nike, Wayfair on innovative brands list

Amazon, Walmart, Sephora, Lululemon, Nike, Wayfair on innovative brands listPhoto by

A healthy number of consumer goods brands made this year's Most Innovative Brands list created by a survey conducted by Brand Keys, Inc.

The consumer goods brands accounted for 20% of the list, according to a press release.

"The 11th annual survey is the only assessment of brand innovation conducted entirely from a consumer perspective," Robert Passikoff, Brand Keys founder and president, said in the release. "When it comes to innovation, consumers are the ultimate jury. Their expectations are constantly on the rise and true innovation takes place within that framework. Expectation is the gateway to innovation."

"It really doesn't matter to consumers how many promises are made on earnings calls or patents a brand holds or the profits they post," said Passikoff. "Consumers don't look at innovation that way." When it comes to the consumer goods category, innovation drives products to shelves, has had dramatic effects on the supply chain and helps to evolve consumer shopping habits.

This year consumer goods brands, ranked for innovation acumen, include:
1. Amazon
2. Dove (Unilever)
3. Nike
4. Febreze (P&G)
6. Sephora
7. Lululemon
8. Dyson
9. Walmart
10. Wayfair

"Consumers recognize innovation when they see it. More importantly when they feel it, which is what meeting expectations is about," noted Passikoff. "That's why the consumer perspective is so very important. Brands that want their innovation to engage need to be better primed to categorically meet expectations. Because that's what consumers expect!"


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