Innovation: Which Brands Still Got It?

Vincent Orleck

What brands do you consider truly innovative?

We posed this question to a few of our team members this week in honor of National Innovation Day on Friday, February 16th. Below are a few of their answers…


AtticSalt Creative Director, Rani Sweis:

The stereotypical answer would be to say Apple, but truthfully I would have to disagree. If we were having this conversation during the reign of Jobs then I would say 100% spot-on. These days though, Apple has really just been riding on the coattails of a few big ideas from 10 years ago.

The obvious answer, the Elon Musk brands. Tesla and Space X are both brands that are going where no man, or car, has ever gone before.

So who does that leave?



Regardless of the recent heat and the former douchebag CEO, Uber has completely disrupted an entire industry. When I see lobbyists and politicians come out to fight an idea that is taking off like wildfire, it’s usually a great sign of innovation. In other words, the new way of doing it ate the old way’s lunch.


Remember when Netflix announced they’re no longer sending out DVD’s and all of their subscribers almost started a riot? But Netflix stuck to their guns. They were able to foresee a future that nobody else saw coming. Now they have become the standard for TV and movie home entertainment. Even the giant that is Hollywood is struggling to keep movies in their studio. This is why I vote for them as one of the most innovative brands on the market. It’s this amazing foresight that will keep them from going the way of Blockbuster Video.


AtticSalt photographer, Francisco Gonzalez:


Innovation: Switched their marketing tactics from using solely athletes as spokespeople to also featuring celebrity influencers and creators. This allows them to potentially reach a somewhat untapped market. Their brand message has changed from being the “best” (like Nike) to having more of a “cool” factor with Adidas.



Many brands are focusing on perfection and how their products make a person better. Diesel’s “Go With The Flaw” campaign embraces imperfection and takes on previously held standards, leading the brand into the new era.



Social Media Director, Vincent Orleck 

Kevin Durant

I know I’m probably going a bit of a different route than my co-workers here, but hey, athletes are a brand too! In this particular instance, I’ve been following Durant for his whole career since high school. In the last few years, he has really become one of the bellwether NBA players not just with his on-the-court play, but in marketing himself as well. He started his own YouTube channel where he not only showcases his own personality, but his teammates as well.


For almost two years now, this has been one of my all-time favorite Twitter accounts. From their basic “word-of-the-day”, to more than entertaining letters from followers, they’ve managed to take a boring, mundane thing like the dictionary and turn its content into must-follow social media.


Washington Post

Not only are they a publisher on Snapchat (among many other places of course), but they also maintain a fantastic, engaging user account there that enables to interact with viewers in an authentic way and in real-time. It was SO good that I was compelled to tweet about it, and then they also engaged with me there too. For a brand, this is beneficial because it makes the followers want to pay MORE attention so that, when something does strike their fancy, they are more likely to A) see the offer and B) make a purchase. This thinking applies to any and all business and brands. Businesses need to put themselves where they can be found by their audience.

What companies or brands do YOU think are innovative in their business model, or their marketing/advertising, or in other ways? Leave a comment and let us know!


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