Innovation | Disruptive Branding Branders

What is important in the

disruptive model is that it has
a broader view of the brand,
through integral vision,
breaks paradigms and goes
out of the box to do the new.
Those who get out of the
box are more likely to succeed
than those who are afraid of
the new. The new generates
tension because it assumes
taking risks.
The company must pay
attention to the customer
and deliver what they want.
As in the article I wrote
for the previous issue, the
power shifted from business
manager to brand customer.
The internal customer and the
external customer.
This creates connections,
audiences. In a world where
consumers can quickly
on its promise, it is crucial
that brands be transparent,
create connections and
have strong relevance to
their consumers.
TO BE AGILE AND FLEXIBLE
Today, the corporate
environment is under
pressure to have an agile
work routine and able to
meet market demands
quickly. While agile
methodologies have

IN FOCUS
emerged to accelerate
C
software development and
M
IT project management,
Y
Now, what makes a brand agile methodologies, To be a disruptive brand is to have an
CM disruptive? Well, in
order for the brand to be
initially used at startups, are
ready to be applied in most inspiring purpose, to be different, to
MY

disruptive, it must meet at businesses. take risks and to always innovate.

least three requirements: Agile methods give

S
CY

CMY a company's teams the

ince 1998 I But why Branding ability to perform in any
TO BE MOVED BY A PURPOSE
K

have been Innovation? Well, it's environment and empower companies spend with companies being
studying, already common sense employees to collaborate. customer loyal - not the
writing and that innovation is a According to Simon Collaboration reduces uncompetitive other way around - and

Brand
giving lectures wholly tied attribute Sinek, author of the book costs and improves team advantages. Radical they only become mutual
on Branding and to successful brands in “Start with Why”, the most performance. Operational when customers feel they
related subjects. In this crowded market successful companies failures will occur less have earned the loyalty

Innovation
2002 I launched one of of players from all in the market, such as frequently, reducing the new market space, they receive from the
segments. Today's Apple, Google and Harley degree of rework in the company. The result is a
Branding courses brands need to scream Davidson, explain their industry. In addition, the over years rather than charismatic brand where
in the world and, as louder and do more to customers don't trade for
The age of disruptive always, I was catching get the attention of their
“why” they exist. Most
people and businesses
team is more responsive to months.
love or money.
change and a less reactive The fastest way to a
brands. Purpose, Agile up with the most strategic audiences, don't. They found that posture. You cannot please
Strategies, and Radical contemporary in the and innovation is the showing the whys of their Traditional managers look at what competitors everyone. Not everyone will
Differentiation. segment. By making only way for brands to existence is the best way must stop looking at the do and do something
be your friend. Instead of
several updates to this do that. to build loyalty because trying to please everyone at
world through the keyhole
BY ANTONIO ROBERTO educational project, But how to get it creates a stronger and the risk of pleasing anyone,
and be ready to look at the
in 2015 I transformed public attention lasting connection.
step forward and choose a
the old Branding - without screaming? radical difference to stand
The purpose is much build memorable brand
has been conducting brand Brand Management Being really different, out from the crowd.
more than a strategic experiences and gain
into the New Branding being innovative, being To be a disruptive brand
projects for more than 30
years. Innovation MBA. disruptive. element, it is what makes TO HAVE A RADICAL DIFFERENTIAL customer loyalty. is to have an inspiring
a brand relevant and purpose, to be different,
necessary to people. However, customer to take risks and to always
A brand must solve a is a tough battle because loyalty is earned. It starts innovate.

18 BRANDERS MAGAZINE • 2019 BRANDERS MAGAZINE • 2019 19