Interbrand CEO Explains What 'Innovation' and 'Disruption' Really Mean

5 questions for Beth Viner, Interbrand chief executive.

Brands–we hear about them all the time. Some of us even create them.

But what are the keys to making a “brand” succeed and defining that entity in the eyes of the public? How can we help connect that brand to its customers and even allow for a little “disruption?”

We recently spoke to Beth Viner to cut through the buzzwords and learn more. Beth is the CEO of Interbrand, or “the world’s leading brand management consultancy.”

1. What does “innovation” really mean?

Its an incredibly overused word that doesn’t hold a lot of weight; when I hear it, I think “placeholder.”

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