Comments on: The fate of brands: disrupt, or be disrupted http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/ Brian Phipps on next-generation brands: Thu, 20 Nov 2008 21:40:31 +0000 http://wordpress.org/?v=2.0 by: Brands Create Customers » Blog Archive » Google reveals its disruptive brand strategy http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-15685 Tue, 01 May 2007 06:18:55 +0000 http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-15685 [...] For some background on disruptive brands see this previous post. [...] […] For some background on disruptive brands see this previous post. […]

]]> by: Brands Create Customers » Blog Archive » Nintendo Wii and the disruptive power of brands http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-9197 Sat, 10 Feb 2007 18:21:22 +0000 http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-9197 [...] You might call brands such as these, “disruptive brands,” but it really comes down to the brand model you employ. Brands that liberate their customers from boring, low-level experience may find they have a new market to themselves without trying to be “disruptive” at all. [...] […] You might call brands such as these, “disruptive brands,” but it really comes down to the brand model you employ. Brands that liberate their customers from boring, low-level experience may find they have a new market to themselves without trying to be “disruptive” at all. […]

]]> by: Brands Create Customers » Blog Archive » How brands can prevent low-end disruption http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-3167 Wed, 25 Oct 2006 17:01:01 +0000 http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-3167 [...] I’ve discussed how “disruptor brands” can attack established brands in a previous post. My focus here is on mitigating low-end product disruption. [...] […] I’ve discussed how “disruptor brands” can attack established brands in a previous post. My focus here is on mitigating low-end product disruption. […]

]]> by: Brands Create Customers » Blog Archive » Managing the brand agenda for customer growth http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-2690 Fri, 29 Sep 2006 15:41:57 +0000 http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-2690 [...] Companies with containment brand agendas often resemble fiefdoms or plantations in how they think, and in how they operate. And this, of course, presents great opportunities for disruptor brands. [...] […] Companies with containment brand agendas often resemble fiefdoms or plantations in how they think, and in how they operate. And this, of course, presents great opportunities for disruptor brands. […]

]]> by: Brands Create Customers » Blog Archive » Brands move from TV to connect with customers http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-1941 Fri, 11 Aug 2006 02:21:52 +0000 http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-1941 [...] Foster’s is certainly not alone in its new media direction. The move from TV to interactive media coincides with a reinvention of brands as tools for innovation and value creation. We will soon see “disruptor brands” that will accelerate this process, leaving only the laggards (and losers) bound to TV. [...] […] Foster’s is certainly not alone in its new media direction. The move from TV to interactive media coincides with a reinvention of brands as tools for innovation and value creation. We will soon see “disruptor brands” that will accelerate this process, leaving only the laggards (and losers) bound to TV. […]

]]> by: Brian Phipps http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-1488 Mon, 17 Jul 2006 17:20:59 +0000 http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-1488 Agreed. The key thing from a brand perspective is to keep working on that "new species" of customer that can change the market context. As I see it, brand building is a process of fiddling with customer DNA so the species keeps moving forward. By the time competitors catch up, they're selling to a shell of the former customer, while you and the new customer have advanced to a higher level. Agreed. The key thing from a brand perspective is to keep working on that “new species” of customer that can change the market context. As I see it, brand building is a process of fiddling with customer DNA so the species keeps moving forward. By the time competitors catch up, they’re selling to a shell of the former customer, while you and the new customer have advanced to a higher level.

]]> by: Gary Bourgeault (thealphamarketer.com) http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-1476 Mon, 17 Jul 2006 05:37:30 +0000 http://tenayagroup.com/blog/2006/07/14/the-fate-of-brands-disrupt-or-be-disrupted/#comment-1476 I really like your thougts, "Disruptor brands don’t announce themselves with fanfares." and "Even as they set up shop, disruptor brands rarely make a fuss. They’re too busy on new platforms for new species." A long time ago I learned the same thing. That's why so many "new" things catch the "old" by surprise. Once you're out there the rest can play catch up on your existing product or service while you're already ready to implement another and have two or three more quietly in the pipeline. I really like your thougts, “Disruptor brands don’t announce themselves with fanfares.” and “Even as they set up shop, disruptor brands rarely make a fuss. They’re too busy on new platforms for new species.”

A long time ago I learned the same thing. That’s why so many “new” things catch the “old” by surprise. Once you’re out there the rest can play catch up on your existing product or service while you’re already ready to implement another and have two or three more quietly in the pipeline.

]]>