Many farmers and consumers consider that conventional dairy value chains are not able to answer the new societal demands and territorial issues anymore. The development of farmers' collective brands appears as a solution to face these issues and at the same time challenges the innovative capacities of dairy farms. This paper proposes to analyse innovative practices at two levels. First, it aims to study the innovation process at the scale of the collective brand by analysing its trajectory and territorial anchorage though the analysis of the resources mobilised to build the brand. Second, it aims to study if these collective brands push farms to adopt innovative practices to meet territorial and societal issues. In this study we collect data by interviewing farmers and the representatives of this new collective brands. Data collection and analysis will be partly based on a specific approach that comes from the economic sociology: the quantified narratives analysis. We will focus on the initiatives developed in the Occitanie region (France) a territory where we have an important development of farmers collective brands and 32,9% decrease in the number of dairy farms in the last 10 years.