Creating Disruptive Brands. Markets are forced to move at the epic speed of technology, which according to Arther C Clark’s theory doubles every year. We live in rapid exponential times, and the pace of change is accelerating and unrelenting. Adaptation requires a radical transformation in marketing thinking. It requires innovations to both products, the business model as well as the customer experience to create a stand out, differentiating proposition.
Success through innovation means continuous bash the bush, not gently around the bush disruption. Disruptive brands mostly grow in leaps and bounds, smashing the status quo, changing the consumers’ viewpoint of the brand and the marketplace and the expectations of rivals. They are vibrant, daring, young in viewpoint, can do, very authentic, and are challenger brands, operating covertly under the radar until it is too late for the competition to react to their ascendancy. Boom.
CREATING DISRUPTIVE BRANDS
Creating Disruptive Brands. They often warp culture in fresh and innovative ways. Apple is the best example that comes to mind, it broke all the existing accepted (IBM – fusty yawn) norms and conventions and created powerful consumer advocates that evangelized for the brand.
Disruptive brands are a different species from your regular brands because they get people totally engaged and immersed in the brand’s equity – fast. They often treat these brand anthropomorphically. That’s big fucking word which means, share with your friends and advocate.
Beardy and suspiciously dyed blonde hair, Richard Branson said: “Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising; it forces you to think about where you want your brand to go and how to get there.”
DON’T IT JUST
Recently; an big player in the lighting sector said to a disruptive lighting start-up company that we are developing “You can’t do that; it’s not how OUR industry works!”. For me, this is where it gets even more satisfying. I had previously been commissioned do a brand audit for said large lighting Brand X which I presented.. I thought they were going to stab me in the face during the meeting at the HQ. THEY were furious around some of the truths revealed from my perception survey. “We are Brand X and WE ARE the market leaders. Saying things like that is not conducive to your agency continue to work with us.” My view for what its worth – If you can’t act on insightful truths, just make it up. Even when there is clearly a massive disruption happening.
Creating Disruptive Brands. The new ‘upstarts’ deservedly took the business (even they were surprised) because they innovated and changed to achieve market product fit perfection.
I think following brands based on my observations of how successful they’ve been at innovation and disrupting their markets:
- Uber: The year’s most highly valued start-up. Cue black cab protests and Government intervention.
- Airbnb: The world’s biggest accommodation company. I’ve used it myself to stay in some awesome places.
- Facebook: The new face of mobile too. The figures are in; share prices are up.
- Red Bull: Taking content marketing to an extreme. It becomes an experience.
- Snapchat: 2 billion pictures and videos disappear daily. The new Twitter and then some?
- Alibaba: Helping consumers save, spend and be entertained
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- Netflix: 70 million subscribers and content muscle. Oh, Blockbuster you should have bought them when you had the chance. Instead you just laughed at the preposterous idea of streaming.
- Instagram: Polaroid style. The mobile social networking with cools pictures, old media scoffed when it was valued higher than the New York Times. Check out our feed.
- Apple: Creating magic in wearables too. Is there a car in the pipeline? Steve Job’s might find fault, but the figures are good.
- Waze: The largest community-based navigation app, know where you are going
- Coke: The real thing in name-based packaging, fun, got noticed
- Pepsi: Giving away it’s advertising budget to charity?
- Virgin America: Perfecting customer experience
- Disruption is the new normal, and I love it
The cost of widespread marketing has dropped in recent years, leveling the playing field and kicking in the door of the ‘closed shop’. Business competition has never been fiercer as a result.
Creating Disruptive Brands. Those who have been known to disrupt are watching their backs because they know the business world is a cyclical one, and they know that their cycle will some day give in to younger, fresher nimbler, leaner, ideas driven, more creative and more innovative companies – they will be on the receiving end.
Creating Disruptive Brands. Disruptive brands get ‘hip’ consumer trends before they become trends. They quickly monetize game-changing ideas better than competitors. Many of these brands understand the need to move to a more real sharing, ‘hipster’ economy and have designed or re-designed and built their business model accordingly. For example, understanding that people now avoid interruptive messaging (push advertising), for the overwhelming majority of these brands traditional volume advertising is not important to their business model.
It is interesting to see how many established brands and companies have surrendered the mantle of innovation and disruption. Companies like Procter & Gamble, McDonald’s or Yahoo! have stopped being thought leaders and now take their inspiration from new, smaller competitors.
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