Successful disruptive brands have shown tremendous and rapid growth over the past 10 years whereas the growth of more established brands seems dwarfed in comparison. Our recent analysis of 2000 brands measured in the BrandZ™ global database over three years, between 2014 and 2017, found that fewer than one in 10 brands grew.
Amazon is the archetypal disruptive brand. By making people's lives simpler, less expensive and more convenient Amazon has grown its brand value by 2,228%, far outdistancing the BrandZ™ Top 100 Most Valuable Global Brands, which grew by a creditable 152%.
Sadly, Amazon is the exception not the rule. Most brands were stuck in categories where no brand achieved significant growth. In the same three years Amazon doubled its brand value.
So how can a brand ensure it is one of the few that does grow? We cannot all work for an Amazon, a Netflix or an Airbnb but even a 1% change in market share to an established brand can be very valuable. The rest of this report documents how conventional brands can learn from the disruptors and create opportunities for growth if they add a little disruption into their marketing mix.