成為具顛覆性品牌的秘訣是什麼? 別再成為受害者

益普索的這篇報告向客戶闡述如何在多變的的市場中生存以及如何應對突破性的改變。This report speaks to clients to find out how to survive in a transforming market and handle the changes disruption brings.

隨著品牌在轉型的世界中掙扎求生,品牌經理經常會問:這些變化背後的驅動力究竟是什麼呢?我們應當注意哪些變化呢?我們又該如何反應?這些都是需要關注的問題,但也不全然是唯一需要詢問的問題。我們認為行銷人員也必須捫心自問:
  • 在我的品牌類別中什麼樣的改變具有真正的破壞與顛覆性?
  • 我的品牌是否帶動了產業的突破?若是這樣,究竟引發了哪些突破性的改變呢?
  • 若沒有帶動產業的突破,我們該如何運用品牌或產品組合來應對突破性的改變與變化呢?
在接下來的幾頁中,我們將進一步分析客戶提供的回覆,包括消費者在轉型世界中所扮演的重要角色和益普索的觀點 - 品牌是否為一個顛覆者取決於公司的內部策略如何因應這些改變。品牌是否有能力改變它們所屬的類別,努力的換位思考,或是透過員工來促進改變呢?
 
As brands struggle to survive in a transforming world, brand managers often ask: What are the driving forces behind these changes? Which changes should we pay attention to? How should we react? While these are interesting questions, they are not the only questions to ask. This paper argues it is imperative for marketers to also ask themselves:
  • Which changes in my category are truly disruptive? 
  • Is my brand initiating any of these disruptions? If so, in what sense?
  • If now, how am I harnessing my brand or portfolio against these disruptions? 
The report uses feedback from clients – including the role that consumers play in our transforming world – on whether a brand is a disruptor or not depends on the company’s internal strategy to manage change. Do they take ownership of the transformation? Strive to think differently? Or, set up their staff to drive change…or not.