Challenging conventions with brand truth
There are many ways to be a disruptive brand. We can do it through the concept of our product or service, as in the case of Airbnb or Uber, or through the application of technological innovation, as Tesla, Peloton or GoPro do; we can also be disruptive in terms of the business model, production and distribution, like Zara, Ikea or Netflix; in terms of our commitment as a brand, like Patagonia; or even in terms of our target audience, as in the case of Happy Pills.
Disruptive positioning is based on breaking the rules of a category. It is about questioning cultural conventions and consumer expectations regarding a product or service. Good brand communication will help us to be relevant, to convey to the public that we are challenging the status quo. But if we want to last in the market, this disruption must be based on product truth.
In the end, it’s about standing out from the competition and offering the public something they didn’t have before. Differentiation and value.