We are seeing disruptions that are shaking up categories today like never before. These disruptions will have a fundamental impact on the way consumers relate to your brand. In this paper we will offer ideas on how to use these disruptions as an opportunity for growth instead of a threat.
We will discuss a four-step Ipsos Brand Future-Proofing approach to formulate and execute a brand growth strategy in a disrupted category.
The four steps are:
1. Do not assume you know your category
2. Figure out what people in the disrupted category really need
3. Create a brand that really stands out
4. Make sure you can quickly pivot your brand
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