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             To ensure growth, you will need to be


            Every year, Kantar Millward Brown calculates the brand   1.  Get  out  of  your  comfort  zone:  Every  brand  has
            values  of  more  than  2,000  international  brands,  which   disruptive  potential  that  just  has  to  be  released.
            are  listed  in  the  global  database  BrandZ.  A  recent   This  is  achieved  on  one  hand  with  activities
            analysis  shows  that  less  than  10%  of  these  brands   beyond  the  mainstream,  and  on  the  other  hand
            increased their value between 2014 and 2017.              with a clear focus on the needs of the customers.

            That many brands are leaving their disruptive potential,   2.  Identify and address the need for change: Brands
            and thus the expansion of market shares untapped, has     who  know  what  is  important  to  consumers  and
            been  named  as  an  important  reason  for  this         how  they  behave  towards  a  brand  can  make
            development, the survey revealed. By contrast, Amazon     better use of growth opportunities. The challenge
            -  the  prime  example  of  a  disruptive  business  model  -   of  any  well-differentiated  brand  is  to  bring  the
            more than doubled its brand value over the same period.   added  value  of  change  to  potential  consumers
                                                                      and to become more meaningful in their eyes than
            Obviously, young, fast-growing disruptors in the style of   the competition.
            Amazon,  Netflix  or  Airbnb,  have  one  thing  in  common:
            they  make  everyday  life  easier  for  consumers.  These   3.  Understand  fans,  followers  and  loyal  customers:
            agile disruptors challenge the established brands, which   On  average,  consumers  pay  14%  more  for
            generally show significantly lower growth. In marketing,   branded products and services that are important
            for example, companies could be more courageous and       to  them.  In  terms  of  business  development  and
            add  disruptive  elements  to  their  activities  to  create   the  value  of  a  brand,  it  is  therefore  important  to
            additional growth opportunities for the business and thus   not only target the right audience, but to influence
            for the brand value.                                      the  perception  of  a  brand  as  meaningful  and
                                                                      differentiated  in  order  to  sharpen  the  profile
            The  How  Disruption  Can  Fuel  Brand  Growth  study     accordingly.
            analyzes  Do's  and  Don'ts  and  uses  examples  to
            illustrate the growth strategies of disruptors in industries,   4.  Consumer insights promote disruptive potential: If
            such as e-commerce or automotive. In a nutshell, Kantar   established  brands  lack  clear  differentiation,  they
            Millward  Brown  names  seven  points  to  drive  brand   run  the  risk  of  becoming  "commodities"  for
      6            September 2018 - Marketing Analytics, Automation & Attribution
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