As brands across the region look to move beyond campaigns and into meaningful innovation, the challenge is no longer a lack of ideas. They produce innovations that solve a problem but do not belong to a brand. Starting with the brandLandor’s approach to solving that problem is what Speisser calls brand-led innovation, built around relevance, difference and confidence. “It is one thing to align on an innovation idea, it is another to bring it to life. For Speisser, the case reinforces the need to change how brands think about innovation – from presenting ideas to building evidence around them.