Disruptive Innovation Marketing
Definition: a new plan for innovation that breaks free from the expected strategies, and announces a new order in the way a company operates and markets their brand
As Capital One’s memorable commercials from 2006 and 2013 above prove, disruptive innovation marketing isn’t always a nuisance as some companies believe, but can be an awesome way to show how unique your brand is…as long as you stay true to that brand.
The SVP of Brand Marketing and CMO of Capital One, Peter Horst, shared his 5 keys to disruptive marketing:
1. Be brave but build your brand strategically. Make a commitment to be the best by spending in the right channels for your company and also mixing in high impact, low-cost channels and using analytics to track its impact so you can make informed decisions on your strategy.
2. Be clear on your values. Take a position on issues relevant to your business that are important to your customers. Carry that messaging through in your marketing and other content so your customers know you share their values also.
3. Be yourself. Make sure to communicate who your company is as a brand. clearly define your personality and voice. Once you have that clear definition, you need to bring that voice to life everywhere.
4. Make a connection. What will customers love about your brand? By earning share of heart and making an emotional connection, mind share and wallet share are soon to follow!
5. Stay a step ahead. Understand marketing and consumer trends and take action early. Brands should engage consumers socially on topics that matter to them. For example, Horst states “Customers don’t want to discuss their savings accounts but love to tell stories of their travels”. So Capitol One talks to customers about their bucket list destinations, and sometimes help them get there.
It’s your turn! Which impressive methods could you employ to grab the attention of your customers to draw in some serious business?
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