Are we in an era of Disruption Washing?
There’s constant chatter about it in the business press, but how much genuine disruption is really out there? Are we in a golden era of increased innovation, or is it all just…marketing? Are we guilty of DisruptionWashing?
Take a look at the world’s most valuable brands. Coke is still the world’s number one soft drinks brand, with Pepsi still challenging. Louis Vuitton and Chanel have embodied aspirational luxury for over 100 years. McDonalds and Burger King loom over the fast-food category. Where are the disruptors? The truth is that the same old brands are slugging it out for the top spot.
Technology brands can be Category Disruptors – but are at their best when actually inventing rather than reinventing a category. Telco brands were able to offer a completely new communication experience. Their ‘future’s bright’ branding reflected the opportunity the disruption enabled. Search engines didn’t exist before Google. AI could represent a new wave – but the branding is yet to match the vaulting business ambition.
Why are the rankings so unchanging? The F&B category has seen advances in nutrition, brand launches, super ingredients, and endless changes in tastes and fashions. But throughout it all Coke and Pepsi have continued to build their brands. They constantly strengthen their connection with consumers, ensuring entrants can only compete at a level below them.
So if we really want category disruption, maybe it’s time to dial down the rhetoric, and think harder about making brand ideas truly Unordinary?
