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Friday, 21 October 2016

Disruptive Marketing: The New Way to Shake up any Market

By Sammy Blindell of How to Build a Brand

If you’ve been involved in marketing for more than two minutes, you’ve learnt one thing: Consumers are not only driving the way we shape our brand, they are driving the shape of markets.
Today’s consumer has more power than any consumer in history, and we are having to find ways to really know what they want in order to meet those needs and be noticed. One marketing innovation that has evolved from this condition is Disruptive Marketing. This practice involves two main principles:


  • Predicting the needs of emerging markets and creating a brand to fill a need
  • Reworking an existing brand to meet an emerging need in the market
  • No matter the motive, disruptive marketing will surely do one thing: It will challenge the status quo of current marketing messages, in order to disrupt the market and gain attention for the brand it’s representing. 



If you’ve been involved in marketing for more than two minutes, you’ve learnt one thing: Consumers are not only driving the way we shape our brand, they are driving the shape of markets.
Today’s consumer has more power than any consumer in history, and we are having to find ways to really know what they want in order to meet those needs and be noticed. One marketing innovation that has evolved from this condition is Disruptive Marketing. 

This practice involves two main principles:

The result? Massive visibility for that brand.

This is the reverse of what most of you have grown accustomed to. In the past, a brand was built and then creative ways were designed for getting its message to the right people. Now, essentially, we are being asked to find the audience, generate the message…and then produce the brand.
Is this the best way to create your Passion Project (that thing that comes straight from your heart)? Probably not. However, if you’re careful about how you handle this approach, you could end up experiencing the best of all worlds.
If Disruptive Marketing sounds like something you’re prepared to shoulder, then you’ll need some guidance. 

Here are a few directive principles, to take you into the fray of this reactive, attention-getting type of marketing:

·         Adopt an evolutionary mindset. As you dig deeply into the needs and emotions of consumers, you will likely discover that what you’ve been saying, doing, creating or providing is off the mark. You may have to go back to the drawing board, to adjust your message or entirely revamp your brand. This will be painful. After all, your brand is your passion, right? However, after you recover from the initial shock, you will come to see that making necessary changes will bring positive results.

·         Get your head out of your brand.  You think your brand is great, and you’ve been fashioning your marketing messages around those attributes. But what if that’s not how consumers view your brand? Well, guess what? What you say doesn’t matter. What they think is the only thing that matters. If you’re going to move forward with making your brand great, and disrupting the market to your advantage, you’re going to have to view every move you make (and everything you create) from your ideal customer’s viewpoint. If they don’t like it, need it, respect it…it will not exist in any market—disrupted or otherwise.

·         Put emotion and psychology ahead of technology and common sense.  Read it again if you need to, because this one may take a minute to digest. Consumers are not making buying decisions based on reason. They’re also not subscribing to emotionless propositions. They want to feel. They want to connect. They want to be necessary. Make this happen, by advancing the market in a way that creates something that will be ready when they arrive, and you will win.
Are you feeling a bit rebellious? Are you ready to take a risk? Well, this is a risk that has massive potential for a lucrative pay-out…if you fully commit to being disruptive, for the sake of your ideal customers.


Intrigued? Then you are the kind of entrepreneur or business owner with the drive to build a fast-growth, revolutionary brand. Click here to learn more about the B.R.A.N.D. Building Bootcamp, a one-day fully immersive branding and marketing experience in which you will learn the three strategies I used to take my business from £0 to £18,000 per month in just 12 weeks. 

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