There’s been much discussion around disruptive marketing and how to prevent your brand from being “disrupted.” The examples are out there, Uber, Dollar Shave Club, Netflix.
Now the burden is once again on the CMO to play an active role in keeping watch on emerging threats from disruptors. There are keys to that role, like identifying core brand strengths and others that are outlined in this article from CMO.com.
Bradley Jakeman, president, global beverage group, PepsiCo, shared his thoughts last year on how marketers can be disruptive including implementing a fundamental change in the business model to disrupt itself before someone disrupts it.
The CMO.com article suggests the same strategy: To have a process in place for “continual self-disruption.” Read the article …
Related articles:
PepsiCo Talks About How to be Disruptive
Jeff Charney, Progressive CMO: You Better Out-Create
Network
