Disruptive Branding: How to Win in Times of Change
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/p>
Jacob Benbunan is CEO of Saffron Brand Consultants, which he founded with Wally Olins in 2001. The company works under the principle that a brand should promote the promise of an experience delivered. Saffron believes in a holistic approach, taking into consideration every touch point a brand has with its audiences, both external and internal. Starting with two offices, in Madrid and London, Saffron later opened operations in Istanbul, Vienna and Mumbai and formed strategic alliances in New York, São Paolo, Dubai and Shanghai. Working with brands such as Vueling, Bankinter, EVO, Volotea or Yoigo in Spain, A1, Swiss Re, Akzo Nobel, Lloyd’s, C&A or the city of London, in Europe, Apollo in India, Banco Deuno, Baker & McKenzie and Mabe in the Americas has granted Saffron its reputation.