The Talk Of Adland14 August 2017
Creative disruption is everywhere. It’s the buzzword of the boardroom. And love it or loathe it, it’s here to stay. But what is it? Why is disruption such big news? And how can you apply it to your business?
Creative disruption is not to be confused with innovation.
INNOVATION makes an existing value offering better, cheaper or faster.
DISRUPTION turns an industry on its head by offering customers something that previously didn’t exist.
But that’s not the only reason creative disruption is worth doing.
STAND OUT, DON’T SHOUT
Want your brand to punch above its weight? Or to make $1 of marketing spend work like $10? Creative disruption is your answer.
Instead of trying to shout louder than the rest of the noise in today’s saturated markets, say something different. Be disruptive and your audience’s attention will be grabbed.
Uber disrupted the taxi market, revolutionising this service with their on-demand app. Creating something we didn’t even know we needed and now can’t live without! As they venture into food delivery with Uber Eats, they’re still breaking norms and redefining the way we consume.
Airbnb isn’t just accommodation, it’s a community. Their fresh thinking peer-to-peer approach has established a guest-host relationship that traditional models would never deliver.
Kate Spade, a nothing out of the ordinary fashion and jewelry brand, has embraced tech. So now bracelets don’t just accentuate outfits, but count your steps.
Under Armour, an athletic apparel brand, has turned to sleep. Partnering with Arianna Huffington to make sleep tech nightwear, they’re not just carving out a new concept of health – much more than fitness – but are also claiming their share of this bigger picture before anyone else.
To do disruption the way these guys do seems daunting, right? It’s the question most businesses ask us when we do our Outhink™ piece: “I’m not Uber, Tinder or airbnb, and my business isn’t a tech platform, so how can I be disruptive?” But the answer isn’t always about tapping into the latest technology trend.
BE BRAND NEW
Disruption doesn’t depend on tech. Insight and creativity is all it takes. Together, these elements create a perfect storm of fresh ideas. And one of the first places you can get disruptive is with your business’ brand.
NOTICE ANYTHING DIFFERENT?
A brand goes way beyond a logo – it’s a promise, a whole experience. Yes, consumers come to you to buy stuff, but what they really seek is a connection. Your brand can provide that.
And if you harness insight and creativity to shape your brand into something disruptive, refreshingly different, then first impressions are sure to stand out.
Virgin’s brand disrupts by challenging convention. As the original challenger, Virgin decided to present itself as the anti-establishment choice through some truly brilliant branding.
- A daring and edgy tone of voice
- Bold and ballsy bright red visual identity
- Brave and different marketing campaigns
All this made it highly engaging on an emotional level and turned it into the success it is today.
Warby Parker’s brand disrupts by finding the human truth. Tapping into people’s needs, this made-on-the-internet company tailored their brand to make optical work online.
- ‘Try before you buy’ model, now copied worldwide
- Customer service is at the heart of the business
- Focusing on providing a brand experience through a bricks and mortar environment
Getting under the skin of what makes people feel reassured, Warby Parker has made their business much more than e-commerce.
DO DISRUPT YOURSELF
We’ve done our bit, making the case for creative disruption clear. The brand we look up to have done theirs. Now it’s over to you. So start with ‘why’.
‘Why’ is the purpose, cause, or belief that inspires you to do what you do. It’s what makes your brand different and is how you’ll arrive at a creatively disruptive answer.
To get to the bottom of ‘why’:
- Understand yourself
- Understand your audience
- Understand the competition – zag when everyone else zigs
- Understand cultural shifts
This will not only help you devise a brand that’s anchored in truth – one that’s ownable, appealing and differentiated – but also ensure you stand out for all the right reasons.
Disruption is the answer. And done well, that smile-in-the-mind unexpectedness is something that’ll make your brand hard to forget.