If it says innovation it probably isn't

Ads that contain the words innovative or innovation are not likely to be either.

Real innovations don't need or want this language — they are a distraction.

Just show us what it is and what it will do for us. Remember when iPods or iPhones or iPads were new? Just show us the magic and let that sell it.

If it has been set up as a separate "entity" then the management believes it is an innovation otherwise it is probably hype.