Approaches to disrupting a category.
This is not rebellion for rebellions sake. Disruption with purpose is considering the future goals of a brand and how to achieve them.
Research from Hubspot shows that in today’s businesses space, 80% of marketers believe that their number one marketing strategy is only slightly or somewhat effective. Only 61% of marketers believe that their overall marketing strategies are effective.
01
Lead by example.
Identifying the purpose of your brand, why you do this everyday, you can arm yourself with a powerful story and action that will rise above the brass tax and address the passions, challenges, concerns and hopes of your community.
02
Ignore conventions.
Walk down the aisle, scroll the Amazon search results, watch your competitors reels. Chances are there are conventions, tropes, knee jerk tendencies that define the category. And go in the opposite direction by aligning your story to your unique purpose.
02b
Question conventions.
Walk down the aisle, scroll the Amazon search results, watch your competitors reels. Chances are there are conventions, tropes, knee jerk tendencies that define the category. Understand what gives you the right to play and bring your own twist to it.
03
Bring a fresh perspective.
Well established categories are often ready for reinvention. Innovative brands can stand out in the crowd with an unexpected visual language.
04
Identify with a community.
Being single-minded is not a bad thing. Craft your story and stick to it.
05
Fill a need.
Blind spots in a category are others opportunities. Sometimes the simplest thing like your tone-of-voice can separate you from the ways things were done in the past.
We live to create brand and packaging experiences that work.
