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).
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.
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.
Stephen Whiteside, Event Reports, Breaking Brand, May 2019
Research by effectiveness experts Les Binet and Peter Field found that advertising can play a vital role for digital-first enterprises, even if these brands often diminish the role of paid-for communications.
International fast food brands operating in China are having to look beyond simply expanding their footprint and localising their menus, as domestic brands improve their offer and food delivery apps change consumer expectations.
The big trend of delivering restaurant meals to customers’ homes and offices has now sparked a new tech play in the sector – matching the kitchen elements of meal preparation more precisely to meet demand, and doing so in a more ...
Unilever is applying the learnings from its 2016 acquisition of Dollar Shave Club in some unexpected directions, including the development of a DTC approach to selling mustard, according to Keith Weed.
In this second part of a three-part series, Unilever’s outgoing Chief Marketing & Communications Officer, Keith Weed, discusses what Unilever learned from the Dollar Shave Club acquisition, and the consumer trends driving the future of FMCG.
In the context of declining sales and increasingly urban populations, is it wise for car brands to continue to pursue an ownership model that lumps the consumer with maintenance and parking costs when they might only use their vehicle once a day.