I believe this is a problem as most industries have begun adopting open innovation practices in which a key goal is to become the preferred partner of choice. This requires a significant higher visibility for corporate innovation departments.
Michael Fruhling and Kevin McFarthing contributed with comments in which they argue that companies can still do well with innovation – even open innovation – without communicating much about their efforts.
As you read their comments, their reasoning makes sense and I agree that some companies do very well even though they stick to a low public profile. I just think most companies can benefit from having a more active communication strategy with regards to their innovation capabilities.
This dilemma most likely brings up lots of responses that suggest a mixed approach, but I still look forward to hearing what you think …
Should companies develop communication strategies in order to brand their corporate innovation capabilities?
YES: Why? Can you share some ideas on how companies should do it?
NO: Why not?
Let’s share some insights on this…