As marketers, we’ve heard the term “disrupt” enough to make our ears bleed. Yet, the concept remains omnipresent – in advice columns, books, successful agency anecdotes, and beyond. Gerber just overhauled their brand identity due to “disruptive organic and clean-label brands”. Amazon, trudging forward on their path to world domination, is set to disrupt the sportswear market.
But what goes into being a “disrupter” in the marketplace, and how can you execute it successfully? This week Adweek gave us some key points to follow:
Take a cue from Hearst Magazines, who is among the first publishing companies to adopt voice-first technologies. Not to mention they’ve been producing newly-concepted limited edition and bespoke magazine runs this year, which proved to be quite succesful.
Don’t be afraid to fail
Don’t gamble your entire brand identity, but if the risk is worth the reward, then try something new. Approach failure as a learning experience instead of a major setback.
Understand: your brand won’t stand out unless you make it stand out
Every furniture company appears virtually the same to many consumers, the only substantial difference being price. With brand loyalty decreasing as a whole, it’s time for brands, marketers, and strategists to step up. Take this adoption of virtual reality from some huge retailers, for example. It doesn’t get more innovative than that!
There you have it, now go forth and disrupt.