Brand innovation is an essential component of corporate strategy. Through strategic planning, brand innovation helps businesses to implement new marketing projects. Brand innovation nurtures new ideas, encourages creativity, and helps marketing departments take their organization to the next level. Big brands are encumbered by large layers of bureaucracy, preventing them from being flexible and reacting to the ever-changing needs of their customers. Those layers of decision-makers can make it hard for them to be daring with their branding.