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Voici une tribune en anglais sur l’importance d’essayer de sortir du cadre pour innover :

Brand Communication: When Uncommon patterns Give You One Step Ahead
To innovate, Uber relied on its consumer network, while reinventing the rules of the game that governed the passenger transportation industry. A strategy that brands must follow to boost their audience.
We usually compare digital communication to a highly strategic chess game. From the beginning of the campaign, a brand must prepare its strategy and know in which media it can rely on. During the campaign, the brand must reanalyze the situation in order to achieve the expected result, as it’s unusual that the path is linear. Chess, like all strategic games, is extremely regulated. There are few stricter rules like chess one’s.

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