This paper puts the spotlight on digital-first start-ups, it identifies the common characteristics that make brands such as Glossier, the cosmetics brand and Dollar Shave Club, the razor brand, so successful.
In doing so, the authors offer suggestions for what creative agencies, and legacy organisations generally, can learn from them – how they can compete and stay relevant in this new world order.
The authors draw on insights from a study of 20,000 disruptive brands across 14 global markets. Brands analysed include Netflix, the TV streaming service, Monzo, a mobile-only bank, Airbnb, the accommodation service and Uber, the ride-hailing company....