<ul><li>Disruption in brand strategy involves challenging category norms and redefining brand experiences.</li><li>One example is mud, a petcare brand embracing mess and natural instincts to stand out.</li><li>Successful disruptor brands like Liquid Death and Oatly can shift industry dynamics and open new consumer markets.</li><li>The Ordinary and Glossier disrupted the beauty industry by democratizing skincare and embracing user-generated content.</li><li>Disruptor brands risk appearing inauthentic if their branding doesn't align with their ethos.</li><li>WeWork's rapid expansion strategy backfired, showing the pitfalls of overly aggressive disruption.</li><li>Disruption loses impact when it becomes mainstream, as seen with luxury fashion's minimalist branding trend.</li><li>Legacy brands face challenges when attempting major identity shifts that erode brand equity.</li><li>To disrupt effectively, brands should aim for strategic differentiation and long-term change, like sustainable fashion brands.</li><li>Disruption should be aligned with consumer needs and broader cultural shifts to resonate with the target audience.</li></ul>

“What brands get wrong about disruption”

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