The Secret to Unleashing a Disruptive Brand? Stop Being a Victim

As brands struggle to survive in a transforming world, brand managers and marketers find themselves asking the same questions: 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:

• Which changes in my category are truly disruptive?
• Is my brand initiating any of these disruptions? If so, in what sense?
• If not, how am I harnessing my brand or portfolio against these disruptions?

The report uses feedback from clients on the role that consumers play in our transforming world and whether a brand is a disruptor or not depending on the company’s internal strategy to manage change. Do they take ownership of the transformation? Strive to think differently? Set up their staff to drive change… or not.

The authors aim to explain how marketers can take control of their market and start initiating category disruption instead of reacting to it  and instil an internal culture of control.