When exploring the topics of branding and innovation, there are a wealth of different possible definitions and approaches that can be taken – reflecting the diverse nature of the business of creativity (such as design, branding, marketing, research and development, for example), the disciplines involved in the creative industries (design, arts and crafts, advertising, architecture, fashion, film, music, TV, radio, performing arts, publishing and interactive software), and the academic contexts in which these subjects are studied (art schools, business schools and universities). The result is that there are variations in the emphasis and approach taken to how students are taught to link theory with practice, and how they view and engage with the concepts of branding and innovation. The need for understanding and awareness of a range of approaches is critical for anyone learning about and working within the creative industries today.