Disruptive Thinking Creates Powerful Brand Messaging

Disruptive Thinking Creates Powerful Brand Messaging

The most effective way to be disruptive in today’s marketplace is to have the deepest possible understanding of your consumers. Have you ever been behind a focus group mirror watching a group of your customers, wanting to reach through the glass to educate them about your brand so they could better understand the brand message and successfully choose your product or service? All the work you think you’re doing to develop the most compelling and differentiating brand proposition is falling terribly flat! It has happened to all of us and, while it is a humbling and reflective experience, it reinforces a basic principle of branding, communications, and breaking through the clutter. It’s not that customers don’t “get” or care about the message, it’s mainly that the content is not engaging or disruptive enough to rise to the top in their already multi-tasked lives. And this leads to the brand marketer’s next task. We use the term disruptive as an adaptation of Clayton M. Christensen’s work— the message needs to create a new value proposition that disrupts current thinking or existing positioning. Cost of Entry for Brand Preference There was a time when creating a brand proposition based on consumer needs and competitive gaps was enough to gain consumer preference. Today, however, being meaningful and relevant is the cost of entry for positioning your brand and generating interest from your audience. To gain brand preference, or even acknowledgement, we have to be far more like-able and relevant than ever and reach consumers in new, immersive ways that present our brands as part of their lifestyle, not our selling cycles. And, it has to be done in new and engaging media that catch people on the run, at...
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