Disruptive Branding

How to Win in Times of Change

Jacob Benbunan, Gabor Schreier, Benjamin Knapp

• Publisher: Kogan Page
• Year: 2019
• Print ISBN:
  9780749484064
• Edition: 1
• eBook ISBN:
  9780749484071
• Topic: Business
• Subtopic: Business Strategy
• Index: Business

Disruptive forces have rewritten the rules of business. In an age of continuous change the strength and authenticity of brands has become more important than ever. The organizations that can master their brand experience are able to survive disruption by disrupting themselves; companies that can't do this will leave themselves ripe for disruption. Disruptive Branding is a practical guide, demonstrating how to harness change to power your brand's survival and ensure growth in a transforming world. It will help ambitious, courageous and aspirational organizations to define their compelling brand strategies, design powerful brand experiences and innovate new brand-led products and services.

Disruptive Branding tells the stories of businesses that have succeeded in managing the forces of disruption. From Nintendo fighting off its competition by re-imagining gaming, to Airbnb redefining what it means to travel, modern day brands are thinking faster and smarter than ever before. This book identifies the strategies and designs that some of the world's most successful brands use to stay one step ahead of the curve. It is an invaluable resource for brands working to withstand disruption - or even become disruptors themselves.

INDEX

Note: Case studies and checklists are indexed as such. Page numbers in italics indicate figures.

Aaaker, D A 209

Abercrombie & Fitch 228–30 see also Jeffries, M

Adell, M 174

Agnefjäl, P 128 see also Fortune

Airbub 122, 132, 135

airlines

easyJet 169

ranking of world’s best (TripAdvisor, 2018) 142–43

Ryanair 99

Amazon 34–35, 40, 158

Books 19, 125 see also Cast, J

Prime 187

warehouses 167

Ametsreiter, H (CEO, A1) 201

Apple 4, 5, 36–37, 55, 101, 125, 135

Authentic, Relevant and Differentiating 136

banks

Barclays 45

and British Bank Awards 153

First Direct 152–53

HSBC as ‘the world’s local bank’ 14

Metro 169–70

Monzo 57–58, 106

Barrell, R 152

Beam, C 46

Beeching, P 41

Blecharczyk, N 65

Bodin Danielsson, C 164

Bofill, R 175

Bolt, U 109

and Jamaica as sporting nation 109

BP oil rig disaster and article in Slate 45–46

brand authenticity, loss of (and) 231–34

disengagement of employees 231–32

mergers, acquisitions, demergers 232–34

options for mergers and names 233–34

your portfolio or offering has changed 234

brand equity 209–10

1. loyalty 209

2. perceived quality/leadership 209

3. associations/differentiation 209

4. awareness 209–10

5. market behaviour/financial 210

the brand experience (and) 97–120 see also case studies

best-in-class principles for designing 109–14

1. define the message 110

2. define assets: visual, verbal and behavioural 110–12 see also NASA

3. define your touchpoints 112

4. identify your moments of truth 113

5. disrupt through experience: think outside box and stimulate senses 113–14

vs customer experience 100–102

definition of 98

designing 102

making your experience holistic (and) 106–09, 108

LEGO: using experience to inspire builders of tomorrow 107

place brands and experience 108–09, 108

touchpoints 102, 104–06, 103

behaviours, eg. Ritz-Carlton 104–05

environment, eg. Glossier 105–06

product and service 104

systems 106 see also banks (Monzo)

why experience matters 99–100 see also Ryanair

brand irrelevance (because) 224–30

you are out of step with society 226–27

you struggle to attract talent 225

your sales have dropped 227–30 see also Abercrombie & Fitch

brand strategy (and) 32–46 see also Amazon; Apple; case studies and Google

defining your brand idea: Ask, Listen, Think and Refine 44

disruption, examples of 38–41 see also HMV and Uber

helps to differentiate 36–37

how to make it work long-term 45–46

motivates people 36

selecting components of a great 41–44

supports growth 34–36

the what, how and why of business 32–34

branded environments 161–77

as crucial part of experience of brand 161–62

customer-facing 162–64

designed to

fulfil needs 167–69

be recognizably your own 169–70

reflect brand idea 166

employee-facing 164–65

key steps in designing 171–72

partner-facing 165

for specific purposes: Clarks 170–71

brands, digital-led and disruptive 58

Branson, R 79

Brunner, R 55

building customer loyalty: disrupt through great service 141–59 see also case studies

customer service as the brand 142–43

customer service as disruptive tool 143–44 see also Bulb

designing excellent customer service: your communication 151–54

1. be accessible 151–52

2. be human, and three steps to human tone of voice 152–53

3. know how to respond when things go wrong 153–54

designing excellent customer service: your people 145–49

1. treat your people well 145–47 see also The Four Seasons and John Lewis

2. empower people to do their job well 148–49 see also Nordstrom, J

designing excellent customer service: your processes 149–51

1. better processes in-store (Macy’s) 149–50

2. better processes online (ASOS) 150–51

Bulb 143–44 see also Hobson, C

principles: Simpler, Cheaper and Greener 144

Business Insider 19

Cain, A 13

case studies (for)

the brand experience: how the V&A inspires audiences 116–19

brand, understanding the 116

challenge 116–17

impact 119

so...

Table of contents

• About the authors
• Acknowledgements
• Introduction: Why it is vital to explore disruptive branding
• 01 Convergence and divergence: What change means for brands
• 02 What makes you tick: Define what drives your organization
• 03 Strategy made visible: Bring your idea alive through design
• 04 Help your people to help you: Engage your employees
• 05 A promise delivered: Shape the brand experience
• 06 Prove it to succeed: Develop on-brand products and services
• 07 Building customer loyalty: Disrupt through great service
• 08 Your idea made physical: Create branded environments
• 09 First impressions: Launch your disruptive brand
• 10 Measure, improve, repeat: Measure brand performance
• 11 Constant reinvention: Stay ahead in times of change
• Index