Disruptive Branding

Beschreibung

Harness change and challenge disruptive competitors by becoming a disruptive brand with innovation at its core, to deliver unique products and services and ensure growth in a shifting world.
Disruptive forces have rewritten the rules of business. In an age of continuous change the strength and authenticity of brands has become more important than ever. The organizations that can master their brand experience are able to survive disruption by disrupting themselves; companies that can't do this will leave themselves ripe for disruption. Disruptive Branding is a practical guide, demonstrating how to harness change to power your brand's survival and ensure growth in a transforming world. It will help ambitious, courageous and aspirational organizations to define their compelling brand strategies, design powerful brand experiences and innovate new brand-led products and services. Disruptive Branding tells the stories of businesses that have succeeded in managing the forces of disruption. From Nintendo fighting off its competition by re-imagining gaming, to Airbnb redefining what it means to travel, modern day brands are thinking faster and smarter than ever before. This book identifies the strategies and designs that some of the world's most successful brands use to stay one step ahead of the curve. It is an invaluable resource for brands working to withstand disruption - or even become disruptors themselves.
Reinvent your brand's product, service and experience, by using these essential disruption survival skills to design and execute a multi-channel experience
Learn how to protect a brand from competitor disruption by adopting the characteristics of a disruptive brand
Switch the disruption mindset from 'attacking' your competitors as a survival strategy, to crafting powerful long term growth
Explore case studies from a diverse range of start-up disruptor organizations, including Airbnb, Nintendo, Monzo and Zappos

Autor*in

Jacob Benbunan
Jacob Benbunan started Saffron Brand Consultants with the late Wally Olins. He is today its Chairman and CEO. His clients include Vueling, Akzo Nobel, A1 Telekom Austria, Engie, Sodexo or Siemens. Prior to Saffron he was a Principal at Wolff Olins where he was involved with brands like Orange, Repsol and Acciona.

Themen in »Disruptive Branding«

airbnb out-thinking advertisers digital disruption advertising and design motivational brand authenticity strategic management business give away everything working in advertising self help desire to succeed art of war having a goal works in advertising

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"A treatise on branding in times of change that will guide marketers through their daily challenges."
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"The authors prove that disruption is an attitude of creativity, agility and innovation that all brands should strive for. They provide a detailed and inspiring explanation of the process. A great book - highly recommended!"
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"Jacob Benbunan and his team are the most disruptive people in the branding world, helping anybody in the start-up or corporate world who wants to rock the boat and do things very differently. This book is a must-read for anyone wanting to cause any abrupt or sudden change in new or legacy industries."
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"A truly compelling read for those who believe that the best evidence of corporate authenticity is brand consistency."
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