Disruptive Branding Book Summary - Disruptive Branding Book explained in key points
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Disruptive Branding summary

Jacob Benbunan Gabor Schreier Benjamin Knapp

How to Win in Times of Change

4.3 (205 ratings)
21 mins

Brief summary

Disruptive Branding explores the power of branding and how it can disrupt industries and create meaningful connections with consumers. The book provides strategies for developing successful brand campaigns and staying ahead of the competition.

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    Disruptive Branding
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    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.

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    What is Disruptive Branding about?

    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.

    Disruptive Branding Review

    Disruptive Branding (2019) is a comprehensive guide to creating innovative and impactful brands that stand out in today's crowded market. Here's why this book is a must-read:

    • With its case studies and examples from successful brands, it offers practical insights and strategies that can be applied to any business, big or small.
    • The book explores the intersection of design, marketing, and technology, helping readers understand how to leverage these elements to create disruptive brands.
    • Through its clear and concise language, the book presents complex concepts in an accessible and engaging manner, ensuring readers stay captivated and inspired throughout.

    Best quote from Disruptive Branding

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

    —Jacob Benbunan, Gabor Schreier and Benjamin Knapp
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    Who should read Disruptive Branding?

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

    About the Author

    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.


    © Jacob Benbunan, Gabor Schreier & Benjamin Knapp, 2019. This Summary of Disruptive Branding is published by arrangement with Kogan Page.

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    Disruptive Branding FAQs 

    What is the main message of Disruptive Branding?

    The main message of Disruptive Branding is that brands need to disrupt the status quo to stand out and succeed in today's competitive market.

    How long does it take to read Disruptive Branding?

    The reading time for Disruptive Branding varies depending on the reader, but it typically takes several hours. The Blinkist summary can be read in just 15 minutes.

    Is Disruptive Branding a good book? Is it worth reading?

    Disruptive Branding is a valuable read for anyone interested in branding and marketing. It offers practical insights and strategies to help businesses innovate and stand out in the market.

    Who is the author of Disruptive Branding?

    The authors of Disruptive Branding are Jacob Benbunan, Gabor Schreier, and Benjamin Knapp.

    What to read after Disruptive Branding?

    If you're wondering what to read next after Disruptive Branding, here are some recommendations we suggest:
    • Branding Between the Ears by Sandeep Dayal
    • The Brand Gap by Marty Neumeier
    • The Fortune Cookie Principle by Bernadette Jiwa
    • Big Bang Disruption by Larry Downes and Paul Nunes
    • The 22 Immutable Laws of Branding by Al Ries and Laura Ries
    • The 22 Immutable Laws of Marketing by Al Ries and Jack Trout
    • Thinking, Fast and Slow by Daniel Kahneman
    • The Fearless Organization by Amy C. Edmondson
    • The Science of Selling by David Hoffeld
    • Alchemy by Rory Sutherland