Disruptive Branding Buchzusammenfassung - das Wichtigste aus Disruptive Branding

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Zusammenfassung von Disruptive Branding

Name: Disruptive Branding
Rating: 4.3 (178 reviews)
Author: Jacob Benbunan, Gabor Schreier and Benjamin Knapp

Jacob Benbunan, Gabor Schreier and Benjamin Knapp

How to Win in Times of Change

4.3 (178 Bewertungen)

21 Min.

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Branding

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Disruptive Branding
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What’s in it for me? Learn how a strong brand can have a powerful impact on any business.

If you want to understand just how important brands are, consider this. In blind tests, consumers consistently prefer Pepsi-Cola to Coca-Cola. But when taste tests are performed with branded packaging revealed, consumers suddenly prefer Coca-Cola.

That’s a testament to the fact that a brand can have a powerful influence on the success of a business. A brand can change customer perceptions, enthuse employees, and act as a guide to management’s decision-making. But what actually is a brand? How can companies develop an effective brand strategy? And then how should they bring that strategy to life?

These blinks show how any business owner or marketer can develop and implement a brand strategy fit for the 2020s.

In these blinks, you’ll learn

how to define a clear brand strategy;
why start-ups ignore the importance of branding at their peril; and
what a NASA janitor has to teach us about employee engagement.

Brands need to understand the disruptive forces changing the world.

Did you know that there are more SIM cards on the planet than people? As of 2017, there were 7.8 billion, to be precise.

Technology is changing the world; it’s changing where we shop, when we learn, and how we find love. Our world is getting smaller, faster, and better connected. It’s being disrupted.

The key message in this blink is: Brands need to understand the disruptive forces changing the world.

Today, many brands have to be both global and local.

Take McDonald’s. It’s always been a showcase for the benefits of standardization and a tightly controlled system – that’s what first made it a success in the United States. But its true global success only came when it embraced local variation. Or, to put it another way, success came when it embraced not just globalization, but also localization.

Today, in Chile, the avocado purée that McDonald’s offers is a more popular condiment for fries than ketchup. Stroll under the Golden Arches in India, and you won’t find a Big Mac, but a vegetarian Maharaja burger. It’s easier than ever for brands to expand across the whole globe, but the truly successful ones embrace localization as well as globalization.

A second key trend is the changing habits of consumers. In the past, if a consumer wanted to give feedback or to express dissatisfaction about a product, they’d need to write or call HQ. Today, social networks allow consumers to interact with brands in a far more immediate and impactful way.

An early example came in 2010, when the US clothing chain GAP tried to change its logo. For decades, the logo had been white lettering on a blue square, with a classic feel. In 2010, the business tried to offer a more snappy, modern looking logo. But consumers mourned the loss of the old version. A backlash built, with customers taking to Facebook and Twitter to express their disappointment, and even anger. A week later, Gap’s brand team released a statement, saying that they would revert back to their classic logo. Gap customers weren’t just buying hoodies, but actively shaping the brand.

A final disruptive trend is the increased merging of the digital and the physical.

People used to think that the internet would kill off physical shops. The reality is more nuanced. Window-shopping, for instance, has become digitized. Research by Deloitte found that people’s digital interactions influenced 56 cents in every dollar spent in physical shops. Nowadays, we research products and prices online before heading to a store to buy them, perhaps having checked online whether a specific store has a certain pair of shoes in stock.

Brands today face rapid changes that are completely altering the way that consumers engage with them. Brands can’t simply ignore these changes, but must adapt to them.

A great brand strategy will provide a blueprint for managerial decision-making.

It’s not enough today to just have a great service or product. To really stand out from the pack, you need a clear and powerful narrative about your brand. Your brand’s story will be the lifeblood of your organization, generate trust and engagement from your customers, and motivate your people.

The key message in this blink is: A great brand strategy will provide a blueprint for managerial decision-making.

Companies need to carefully define a brand idea, and then commit to living up to it.

The US cosmetics brand Benefit is a great example of a business with a brand strategy that endures. The company was founded in the 1970s with a simple motto: that “laughter is the best cosmetic.” And even today, this way of thinking impacts everything that Benefit does. From using amusing copy in its ads to creating a fun and supportive work environment for its staff, the business is committed to beauty – and to fun.

The key message in this blink is: Companies need to carefully define a brand idea, and then commit to living up to it.

Engaging your current and future people in your brand strategy will pay off.

While touring a NASA site, President John F. Kennedy took a moment to introduce himself to a janitor. “What do you do here?” asked the president. Broom in hand, the janitor proudly replied, “I’m helping to put a man on the moon.”

That’s maybe the ultimate example of an employee who fully believed his organization’s brand mission. How can your organization generate something approaching this level of internal buy-in?

Delivering a consistent and authentic brand experience is crucial to a company’s success.

A brand is far more than just a logo or a glossy advertising campaign. A brand is really a promise that tells the customer what they can expect when they engage with it, buy its product, or use its services.

The key message in this blink is: Delivering a consistent and authentic brand experience is crucial to a company’s success.

Exceptional customer service is central to branding.

If we consider groundbreaking brands, we tend to think of shiny innovative products, memorable advertising campaigns, or a charismatic leader.

But the reality is there’s also a lot happening behind the scenes that can be just as important to building a great brand. And while building great customer touchpoints is important, no visual design or retail space will keep customers coming back if service is poor.

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Worum geht es in Disruptive Branding?

Disruptive Branding (2019) explores the importance and nature of branding in our disruptive, technology-driven world. Drawing on best-in-class examples and practical how-to-guides, it’s a clear blueprint for anyone who wants to utilize a strong brand to drive business results.

Bestes Zitat aus Disruptive Branding

The brand must become the organizing principle and driver that directs everything you do.

—Jacob Benbunan, Gabor Schreier and Benjamin Knapp

Wer Disruptive Branding lesen sollte

Business leaders who want to build an enduring and authentic brand
Marketers looking for practical brand strategy tips

Über den Autor

The authors are the CEO, Chief Creative Officer, and Chief Growth Officer of Saffron Brand Consultants. Saffron is a global brand consultancy founded in 2001 that has worked for clients including Siemens, YouTube, and Xing.

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