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RESEARCH, ANALYSIS & TRENDS

consumers. Disruptive elements can be diverse, state of perpetual beta testing - and rapid
raising the key question of how target groups react feedback are crucial to truly capitalize on
and like innovative changes. opportunities.

5. Investments make the difference: A simple increase 7. Measure marketing effectiveness and consumer
in spending will not automatically lead to more behavior: The current success of a brand is
disruption. More important is to invest in a creative always an opportunity to improve the effectiveness
idea that suits the brand at the right time. For this of marketing and at the same time explore growth
reason, those responsible for marketing should get options. That’s why marketers should measure the
away from product innovation cycles, since impact of their activities as much as consumer
especially creative approaches can lead to behavior.
disruption.
The fact is that every company can unleash disruptive
6. Higher returns through fast learning: There are potential if it has a clear idea of its own brand and
many examples of great products and great knows what status the brand enjoys with consumers,
creative ideas whose launch or implementation Kantar TNS concludes. ◊
ultimately failed. Therefore, it is recommended to
build an agile environment that promotes By MediaBUZZ
innovation. Continuous work on improvement - a

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