Innovation as the key to the future. Innovation is essential to the growth of brands and companies; it is the key to positioning them in the mind of the consumer, differentiating them from the competition and establishing them as benchmarks. The current situation offers many firms an excellent opportunity: those that decide to commit to strengthening the company can change their focus and set themselves apart. Now, more than ever, innovating is shaping up to be the indispensable strategy for competing, preparing and anticipating the future.