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Disruption is one way a brand can stand out in crowded and competitive categories. And it’s never been truer than now that business as usual can stifle business growth.
Calling yourself Lemonade if you are a new insurance company clearly signals difference and may trigger curiosity amongst potential customers to find out more.
But sometimes a fresh approach from a disruptive first mover can become a standard that is quickly copied and diluted by subsequent entrants, and so early advantage can be quickly lost particularly if difference doesn’t have depth.
Just looking different will not be enough. Finding a way to magnify the unique difference your brand brings through multiple touch points is the key, particularly if you can do this in a way that is hard for others to copy without seeming to be pale imitations of your original. It’s about being definitive as well as disruptive.
So, if you are looking to disrupt and re-define a category or market, here are our top five tips to ensure success.
Have something new to say.
There are many markets that are just crying out for improvement – particularly in fintech where big data, AI, bots, telematics, and other technologies are driving substantial change. But it’s vital to be single minded and have clear and easy to understand focus. Think Oscar whose focus is on making a healthier life accessible and affordable for all – summed up neatly by the phrase ‘as if you’ve got a doctor in your family’.
Find a new way of speaking.
Creating a new language around your brand helps mark it out as different and helps create an affinity with your user – just one of the many things Brewdog excels at – creating a totally new vernacular for beer drinkers that gets its products talked about.
Create a community.
A recent Nielsen/Bulbshare report stated businesses that have customer communities at their core grow 33% faster than their peers. Making people feel they are regarded as individuals but joined to a group of like-minded people – just like Peloton – it encourages engagement and loyalty.
Have a strong purpose.
Disruptor brands are naturally built on improvement so purpose is key – plus younger audiences expect any brand they engage to benefit not only its consumers but the wider world. Think Tesla’s approach which includes opening their patents to the world in addition to its leading the charge (no pun intended) to electric transport, and now, space travel.
Think about the future.
Having a successful brand gives you licence to multiply. So try not to box yourself in when creating your disruptor brand. Metromile offers insurance you pay for by the mile as and when you need it – a great concept and a terrific name- but it’s hard to see how it can extend should it want to in the same way that Uber can.
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Here are at Identica, we’ve started working on an exciting and innovative new project. Our client is a start-up Californian company ‘Carpet Life’, already taking the west coast of the USA by storm.
Carpet Life revolutionises the domestic and commercial floor covering sector. Unlike conventional floor coverings, Carpet Life is a living material which grows slowly over time, bringing huge advantages for example: if a section becomes damaged it can easily be replaced, self-repairing invisibly in a matter of weeks by treating the carpet in particular ways you can change its colour or even introduce patterns and/or textures because the carpet is continually renewing it always looks like new The Carpet Life system requires a robot cleaning and trimming system which hydrates and conditions the carpet (without making it wet), and because the carpeting responds to light, it won’t grow underneath furniture, leaving just the exposed areas for the bot to take care of.
Account director at Identica, May Duperson, said: ‘this is such an exciting assignment. It’s good to be working with such a visionary and innovative company.’
Download the PDF.
Running successful photoshoots in Lockdown – Richard Clayton (Creative Director)
All the best photoshoots are busy, buzzy and bustling, with a whole crew animatedly prepping, tweaking, composing and discussing each shot to ensure it delivers the best execution of the creative vision. The creative drive behind the shots comes from this buzz on set, and our challenge has been to maintain the energy, even when the team is working from kitchen tables and spare bedrooms rather than gathered together and able to directly interact.
With the current restrictions likely to persist, for the foreseeable future we will need to have as few individuals as possible physically present at any shoot, and whilst art directing remotely is certainly a new skill we now have under our belt, the shift in how we approach each shoot starts from the moment we receive the brief.
We need to ensure that, in spite of people doing their jobs remotely, there is just as much collaboration, energy and excitement from everyone involved, or we risk following the brief, but not adding that extra dimension of creativity that makes a shoot a real success. The whole team has got to be clear from the get-go on their role and responsibility, whether they’re on screen or in the room. Everyone must be comfortable to speak up with any concerns and sharing new ideas is always welcome. Whichever way the message is delivered to us, we will always be listening.
Why? Because the truth about shoots is that things change. They always do, even with the best laid plans there is always a need to adapt quickly. Whether a set up just isn’t working, a prop hasn’t turned up or a better idea evolves on the day, we need to make decisions quickly and confidently without fear of straying from ‘the plan’. This is where Whatsapp groups and Facetime have been invaluable, with clients giving considered and thorough feedback literally in seconds as if personally in attendance.
Whilst there are many aspects of remote working that we can’t wait to be rid of, the learnings from these remote shoots will be something we will take forward long after the current restrictions have been lifted and we can thankfully return to studios across the country. The guiding principles that we have established will still hold true, and dare we say it, our creative output will be higher quality than ever.
To demonstrate the point, here are three examples of shoots we’ve undertaken under two lockdowns here – and we hope you’ll agree they are every bit as good as when shot in ‘normal’ times. Swipe to see the photos above or download the PDF from the link above.
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