Alex Waters, WARC Best Practice, October 2017
Innovation – the practice of identifying and implementing new products, services and business models – falls into four broad approaches that can help deliver the transformative growth that so many organisations seek.
This article summarises the insights from a series of key papers addressing category disruption, which occurs when a disruptive innovation creates a new market and value network within a category, displacing market leaders (such as Uber in the taxi market and Airbnb in the accommodation industry).
GLOBAL: Chinese consumers are more likely to use sharing economy platforms for holiday homes or car rentals than American or British consumers, according to a new survey, but in all three countries reducing risk has the potential to increase ...
LONDON: Open Banking could deliver the greatest shake up to the financial services sector in living memory, an industry figure has argued, leading to innovative partnerships between the traditional banking sector and a new wave of digital ...
PALM DESERT, CA: Brands must adapt to a marketing universe where “data-enriched value” from direct consumer relationships becomes a key element of the strategic mix, according to Randall Rothenberg, President/CEO of the Interactive ...
Open Banking, a concept quickly becoming reality in 2018, enables individuals to grant companies access to their financial data so that businesses can develop and provide new and improved products and services.
PALM DESERT, CA: Away, the direct-to-consumer luggage company, is applying its innovative ethos to everything from digital retail to physical stores and a branded magazine as it seeks to engage consumers and build relationships.
LAS VEGAS: Legendarily short-sighted camera company Kodak has become the latest company to dangle the term cryptocurrency in front of investors, with the move widely read as a gamble on the hype surrounding this little-understood technology.
GLOBAL: Unilever, like other FMCG giants, has found in recent years that globalisation has come with the countertrend of consumers increasingly opting for local, insurgent brands, yet the Anglo-Dutch company is fighting back.
BEIJING: An epidemic of entrepreneurial fervour in China has led to venture capitalists pumping money into unproved, marginal ideas that has created a boom-and-bust cycle playing out in the country’s sharing economy.
SAN FRANCISCO: Barney Harford is the brand new Chief Operating Officer of Uber, the ride-hailing tech firm, and even before he takes up his post in January he has signalled major changes, including the company’s approach to marketing.
Explains how Direct-to-Consumer (DTC) brands place customer relationships at the heart of their business strategies and often position themselves as challengers who seek to disrupt their category by providing a unique online offering with high levels of innovation.
WASHINGTON DC: T-Mobile, the mobile telecoms brand owned by Deutsche Telekom, has announced plans to launch its own disruptive TV service across the US in 2018 after acquiring start-up Layer3 TV for an undisclosed sum.
BEIJING: Following last month’s bankruptcy of China’s third-largest bike-sharing company, there is growing speculation that two or more of the remaining major players may be forced to merge to have any chance of becoming profitable.
This article, taken from the Warc Toolkit 2017 report, looks at the growing number of brands that are exploring direct-to-consumer (DTC) opportunities with the help of apps, buy buttons and subscription services.