They have engaged the services of the customers in brand naming through an easy and interactive channel of communication to take their advices in every activity of the company in order to stay abreast with the ever changing customer tastes and preferences. This long-term perspective is a characteristic of leadership style as compared to a manager whose goals are short-term and works towards achieving short-term goal with unclear vision into the future. Managers have always relied on control to handle their duties whereas leaders inspire trust on people. At innocent the employees are empowered and they have embraced the culture of creativity, the employees feel involved in every aspect of the company's decision making hence a sense of company-wide commitment to success. The company has monthly and weekly forums to debate on issues where all employees have a chance to participate in the decision making process by sharing their views, opinions and thoughts on issues that are of major concern to the company. The employees have various talents and different skills in different areas, they have employed smart people, this strength has been used to drive the brand to what it is by engaging all the employees to pool their skills together and make Innocent products successful.

Managers...

By doing things right one is usually bound to follow certain rules and not deviate from the set rules and standards. Most managers do follow that trend because they are answerable to someone and procedures have been laid down. By doing right things one is not guided by certain standards but is equally important and beneficial to the company. Innocent Drinks has rolled out several brand extensions including free music festival and Innocent Foundation which is a grant giving charity that in partnership works with other community-based organization and NGOs where it sources its produce, this conveys the values of honesty and integrity the brand stood for at the beginning which is a clear indication of leadership (Bennis, W. 1989).
In conclusion as Richard Reed, Jon Wright and Adam Balon the founders of Innocent puts it, certain principles might have worked for them which does not necessarily mean they can work the same way when replicated into a different business. Management characteristics can still be beneficial and can be blended with leadership for the success of an organization.

Reference

Bennis, W. (1989), Leadership. Retrieved 12th April 2012 from http://www.managementupdate.info/management-leadership