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The fine art of market disruption

Disruption is a term often used in marketing: But what is disruption when it comes to brand marketing and what are the rules, if any, to creating a successful market-disruption strategy without straying from the core brand purpose? Brandality offers insights into how brands can, and should, break the ‘rules’ without breaking their brand values.

The days of simply producing a product and advertising its functional attributes are long gone. To stand out in a crowded market brands have to understand consumer mindsets, reflect values and engage in a way that chimes with consumer psyche. Many are choosing to take a ‘disruptive’ strategy – one that plays out beyond the expected ‘norms’ to offer customers – existing or potential, a new way of thinking about the brand, its values and why they shou……