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The product will typically be centre stage,
so dialling up the backstory and celebrating the innovators behind the brand enhances a Dramatic Disruptor’s place in modern culture.
However, disruption must permeate media strategies too. This often appears in three ways:
Go where your people are first.
Often, disruptor brands are relatively young and have had a rapid rise. A brand that radically redefines a category needs early adopters to spread the word, and fast.
So when it comes to paid media investment, people-centric channels such as social networks are crucial. This method creates waves through social circles and drives passion and uptake. Given that the product or service is typically very different to what came before it, media investment might be less urgent than the power of the social influence.
The second is technology.
As a disruptor, the burden of responsibility to innovate beyond the confines of the category is high. However, the tech and innovation is more often baked in to the product or experience itself, rather than in the forms of paid media.
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