“The customer is always right”
This is what drives brands to look beyond the status quo and shake up the marketspace through innovation and disruption to reach new customers. A truly disruptive brand works to consistently develop products and services and marketing methods that rise above the noise.
What Is It Exactly?
Being a brand disruptor is not just about doing something differently. It is about actually changing the game. To make an idea (whether it be a new idea or a reinvented process) or a marketing process truly disruptive it needs to be so significantly better that it completely shifts how people think and steers the market in a new direction. AirBNB and Uber are great examples of this. Not only did these companies give people an opportunity to make money but they made it easier for customers to go and stay places cost effectively.
Key to Success
Pulling off a successful disruption is a perfect mix of market research and risk. It is important to understand the following:
- Customer experience gaps
- Insight into customer journeys
- Current brand perception
- Consumer market research and data analysis
- Scope of threat from competition
- Competitive pricing structure
- Customer engagement strategies
Be sure to determine the unique customer benefits and experience for customers. Is it really going to disrupt the marketplace or potentially completely miss the mark and damage your brand reputation?
Consumers relationships with brands are driven by technology, whether it be through social media, websites, digital advertising, or apps. These customer experiences are more interactive, discernable, and reactive given the accessibility and ease of technology. This provides brands the opportunities to learn more about what their customers need and want, along with how they want to be engaged by a business. It also gives them ease of access to what their competition is doing.
The technology also allows brands to conduct market research and test strategies that allows them to find market anomalies and hone in on what could serve as the greatest disruptor for the consumer and marketplace.
How to Be a Disruptor
To be a great brand disruptor, think big! Think about an innovation that seems impossible but then do the research to back it up. Maybe it is about creating a product or a service. Or maybe it is simple about how a marketing and/or advertising campaign is executed to get in front of people and create a positive memorable impression. At the end of the day being a disruptive brand is all about the belief that customer experience needs to change. Remember, the customer is always right!