BLOGS & THOUGHTS

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16 May

Branding Disruption Competition

Written by Kreatiklan Tagged as Business and Brands

Technology has opened all our eyes to a ever-changing lifestyles and trend. Our technology facilitated interconnected-ness and naturally promotes more fluid self-definition. Branding creates a specific way for people to know that we sell donuts while another company sells electronics. Branding also inspire people to create a pattern and picking road we should take to promote what we have. If we don’t have a brand, we don’t give people context for how to know us. The companies that invest the time to build up a brand story and image that really sets them apart already have a jump on their competition. But these days, that’s table stakes.

We have to give people opportunities to play different roles in their relationship with our brand. One that moves them from passive spectators to active participators. But to make this work, we have to understand the two sides of a brand.

To build a healthy brand, you need to work with intention. Everything from your values to your voice affects how you do business—and, most importantly, how you’re perceived. A misaligned content strategy not only dilutes but actually damages your brand. In world full of new trend, brand disruption theory stands separately as an experimental way to create brand awareness. Brand disruption is not a practice that aims to explain, inspire, educate or sell something that has been born. It could form a core to the company’s offers by educates on its own. Brand disruption lies in creativity and endless innovation.

In definition, brand disruption or disruptive branding is commonly used in branding and business to describe the breaks in existing pattern in the market. It is made in response to particularly activities that sent a creative message about product. These disruption happens in the present but also thinking ahead on the future. With a deep understanding of the current weather, brand disruption can transforms the way of doing and showing what it could be as brand become the beacon in a brighter future. How can that happen? Brand disruption stands on being unusual and seems too crazy. It is characterized by irrational behavior and hidden needs. The goal of disruptive marketing lies in the future. As customers are more demanding and have a lot of choices, service isn’t the only factor considered on how people judge brands. Most of them now take into account both service and products in addition to how those products get better via sustaining and/or disruptive innovation. The majority of brands in the disruptive era are those that place design at the center of user experience.

The innovation-driven company had seen a trend that was having a significant impact on its business. To keep its innovation edge, Emerson CMO Kathy Button Bell knew she had to take a leap with how the brand showed up in the marketplace. She started by partnering with Hank Green, a YouTube science sensation who already had an avid following of young people—the same audience Emerson was looking to recruit. She followed that with commercials on prime-time TV something B2B brands never do previously to announce the launch of the #ILoveSTEM (science, technology, engineering, and math) content hub. She’s continued to experiment with many things the brand does, including how it launched its new company values to employees.

NASCAR, a brand that was losing traditional fans and couldn’t attract younger generation. Evan Parker, vice president of content for NASCAR, took a new look at things as simple as team structure and how they told stories of NASCAR itself. He and his team experimented with how they built relationships with fans and drivers, with short-form and long-form content, with different types of content and channels, and everything from GIFs to livestreaming. It resulted with hundreds of millions of online views, a Facebook docu-series, and, most importantly, a broader audience that firstly targeted.

In 1982, technology on personal computers is not fully develop and Steve Jobs referred to the Macintosh first generation back then as a bicycle-for-the-mind. Steve showed “experience marketing” as a way to promote the launch of Mac. Their first introductory Mac on advertising never even showed the computer or ever mentioned anything about the technology. Apple chose to give one line of copy, “On January 24 Apple will introduce Macintosh and 1984 won’t be like 1984” which referenced to George Orwell’s popular story mind control police in his 1984 book. In the present, Apple is the pioneer of this disruption that applies to their advertisements.

People’s favoritism is always changing. The brand disruption theory creates a break between a competition to always rethink, re-imagine and reinvent. This cycle will put your brand a fresh identity and stands out in the right spot. If your brand needs ‘disruption’, Kreatiklan’s team will help you get the right disruption for your company through a conscientious research. Consider yourself to get a right brand identity by contacting us info@kreatiklan.com or simply hit (+62) 87-780-561-569