HOW BRANDS DISRUPT

By Andreea Hanko

The goal of marketers is to acquire and retain customers. To do this, we constantly ask ourselves what triggers a customer’s needs and wants? What motivates customers to buy a product? And what goes through their minds while making a purchase? Often we turn to market research for these answers. Then suddenly we encounter products and services that create a new market and value network by disrupting an existing market, forcing consumers to act differently and break their habits. It happens all the time: we change our food, travel and lifestyle preferences. Disruption today can be characterized by some of the following trends:

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