Disruptive Branding

“What makes a brand powerful isn’t just the product it sells—it’s the story it tells.”

1. Brands Must Embrace Globalization and Localization

The world has become smaller and more interconnected, and brands must act accordingly. Companies now operate in a landscape where they have to compete globally while meeting the preferences of local consumers. Balancing these forces can make or break a brand's success.

McDonald’s exemplifies global and local synergy. The fast-food giant standardized its operations for efficiency but also customized its menu to cater to local tastes. In Chile, avocado purée became a favorite fry condiment, while in India, the Maharaja burger replaced the traditional Big Mac. This adaptability fuels long-term success internationally.

Additionally, the internet connects consumers and brands faster than ever, leading to significant impacts on branding decisions. GAP’s failed attempt to redesign its logo in 2010 shows this dynamic, as social media backlash forced the company to revert to its original design. Today, the digital world continually shapes consumer sentiment and brand identity.

Examples

• McDonald’s local menu adaptations in Chile and India
• GAP’s crowd-sourced logo reversal
• Research showing that 56 cents in every physical dollar spent is influenced by online interactions

2. A Clear Brand Strategy Builds a Blueprint for Growth

A brand isn't just a slogan; it's a guiding force for company actions and decisions. By clearly articulating what the brand stands for, companies can energize their teams, build consumer trust, and give direction to all facets of the business.

Amazon’s expansive empire relies on its strategic declaration to be the world’s most customer-centric company. This vision pushes the company to innovate, from services like same-day delivery to overarching goals of addressing every customer need. The clarity in its brand story has directly contributed to the company’s growth and adaptability.

On the flip side, neglecting a solid strategy can lead to confusion and missteps. Uber lacked a cohesive brand identity early on, resulting in scandals and PR debacles that damaged its reputation. A well-defined strategy could have ensured alignment between the company’s actions and its values.

Examples

• Amazon's “customer-obsessed” strategy drives services like Alexa and Prime
• Uber’s branding failures during controversies
• Startups often focus so much on their product that they neglect crafting their "why"

3. Committing to a Brand Idea Makes it Memorable

A brand isn’t just its logo—it's an idea that permeates how a company behaves. Defining and sticking to this concept is critical for sustained identity and customer alignment.

Benefit Cosmetics holds fast to its founding motto: "laughter is the best cosmetic." This idea has influenced everything from its playful advertising to its upbeat workplace culture. Consistency across all touchpoints strengthens its brand promise and fosters loyalty.

Failing to commit to a brand idea can backfire. Barclays bank claimed to help customers achieve their aspirations "in the right way," yet a whistleblower scandal involving top executives undermined this statement. Consumers notice when a brand doesn't live up to its ideals.

Examples

• Benefit Cosmetics’ focus on laughter in branding and office culture
• Barclays’ whistleblower scandal contradicting its mission statement
• Steps for defining an authentic brand idea, such as gathering team and customer feedback

4. Employee Engagement Reinforces Brand Identity

Employees are the frontlines of any brand, and engaging them is essential. When people truly buy into a company’s mission, their enthusiasm becomes contagious to customers and colleagues alike.

The NASA janitor who said he was “helping to put a man on the moon” reflects this sentiment of whole-hearted buy-in. At Google, their mantra "great isn’t good enough" pushes employees to exceed expectations in every task, creating a culture of excellence.

To achieve this, companies should define an Employer Value Proposition (EVP) that aligns with their brand. This clarity attracts talent whose values match the company’s ethos and fosters pride in existing employees. Tailoring every stage of the employee's journey to the brand’s strategy creates further alignment.

Examples

• NASA janitor’s pride in contributing to the moon landing
• Google's mantra inspiring high performance
• Employer Value Propositions aligning corporate identity with employee values

5. Consistency Defines the Brand Experience

A customer encounters a brand through multiple touchpoints—and consistency across these interactions shapes their perception of reliability and trustworthiness.

The Ritz-Carlton built its world-class reputation with a culture of polished, personal service. Employees greet guests warmly, use their names, and ensure a fond farewell. This attention to detail creates unforgettable experiences that align with its upscale positioning.

Even budget-friendly brands like Ryanair demonstrate consistency in branding by setting clear expectations. Customers know to expect no-frills service, but they also trust the airline for efficiency. Consistency, whether luxurious or no-frills, is key to sustainable branding.

Examples

• Ritz-Carlton’s "ladies and gentlemen serving ladies and gentlemen" ethos
• Ryanair’s transparent, low-cost approach
• M&M’s sensory branding through chocolate-scented stores and playful packaging

6. Use Customer Service to Forge Brand Loyalty

Great customer service is more than just good manners. It's a key plank of brand experience, with every interaction shaping a customer’s impression and future loyalty.

The UK energy supplier Bulb disrupted its market by emphasizing transparent, responsive service. Amid an industry seen as opaque and impersonal, Bulb’s focus on ease and customer care helped it rapidly gain a loyal base. Even in unexciting industries, treating customers with respect stands out.

Employee satisfaction also impacts service. The Four Seasons nurtures its staff with benefits and a clean, respectful working environment, encouraging employees to treat guests the same way. Such practices inspire both trust and admiration for the brand.

Examples

• Bulb’s customer-centric values of “cheaper, greener, simpler”
• The Four Seasons’ internal culture focused on employee happiness
• Innovative customer service approaches disrupting traditional industries

7. Digital and Physical Experiences Must Be Seamless

Brands operate across both physical and digital landscapes, and making these environments work together creates a stronger connection with customers.

Deloitte research shows over half the dollars spent in physical stores are influenced by digital interactions. This is why many shoppers research online before purchasing in-person. Retail brands that recognize this merge touchpoints without friction, creating smooth, unified experiences.

Brands like Target now offer online order pickup in stores, ensuring convenience translates into satisfaction. Taco Bell even clicked with digital audiences with its app, offering customization features and pre-order options for fast pickups, bridging digital and physical worlds.

Examples

• Taco Bell’s app easing digital-to-physical transitions
• Target blending online shopping with in-store pickups
• Consumers browsing online before visiting brick-and-mortar stores

8. Social Networks Amplify Consumer Power

Social media empowers customers to voice opinions quickly. Brands that manage these dialogues well thrive; those that flounder risk permanent damage.

GAP learned this lesson during its ill-fated logo redesign. The swift backlash on platforms like Twitter forced the company to reverse course in a week. Customers now play an active role in shaping outcomes, making real-time responsiveness a must.

Discussions aren’t always negative. Users praising a brand can create viral marketing moments, such as the unexpected popularity of Wendy’s sharp-witted tweets. The ability to harness such engagement turns consumers into brand ambassadors.

Examples

• GAP abandoning its redesign due to customer uproar
• Wendy’s viral engagement on Twitter
• Starbucks receiving positive PR from Red Cup holiday promotions

9. Measuring Brand Strength is Essential for Growth

You can’t improve what you don’t measure. Understanding brand impact requires a combination of customer feedback and actionable metrics.

Running surveys and conducting focus groups offers a dual perspective on brand perception. Quantitative metrics show trends, while qualitative approaches provide deeper context, helping brands uncover areas for refinement.

Successful brands regularly audit their effectiveness. Coca-Cola, despite being a household name, continues to measure consumer sentiment to guide its strategy, showcasing continuous efforts to improve based on data.

Examples

• Coca-Cola gathering regular consumer feedback
• Surveys and focus groups identifying brand impact
• Branding tweaks based on customer satisfaction data

Takeaways

1. Combine digital data and face-to-face interactions to create a stronger, more unified customer experience.
2. Consistently audit your brand’s performance using both numbers and direct customer conversations for improvement.
3. Create an Employer Value Proposition to attract talent whose values align with your company’s culture and goals.