Time-honoured categories are ripe for disruption

This article outlines a selection of traditional categories that would be susceptible to a challenger brand providing a more relevant, innovative and user-centric approach.

Time-honoured categories are ripe for disruption

Andrew EylesBluemarlin

Industries that never dreamed of being disrupted have seen the likes of Uber and Airbnb rewrite their categories' rulebooks. These challenger brands are successful because they've uncovered innovative ways to connect, transform and fulfil people's lives by innovating, proving that no industry, not even the most established or successful, is immune to a more relevant, user-centric approach.

A category waiting to be tipped over

Paint is a global, billion-dollar industry, but the time has come for a leader to step up and be brave enough to shift the conversation from its...

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