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Disruptive Branding: How to Win in Times of Change

Jacob Benbunan Gabor Schreier Benjamin Knapp

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Kogan Page
15 April 2019
Business & Economics; Business strategy; Sales & marketing
Disruptive forces have rewritten the rules of business. In an age of continuous change the strength and authenticity of brands has become more important than ever. The organizations that can master their brand experience are able to survive disruption by disrupting themselves; companies that can't do this will leave themselves ripe for disruption. Disruptive Branding is a practical guide, demonstrating how to harness change to power your brand's survival and ensure growth in a transforming world. It will help ambitious, courageous and aspirational organizations to define their compelling brand strategies, design powerful brand experiences and innovate new brand-led products and services.

Disruptive Branding tells the stories of businesses that have succeeded in managing the forces of disruption. From Nintendo fighting off its competition by re-imagining gaming, to Airbnb redefining what it means to travel, modern day brands are thinking faster and smarter than ever before. This book identifies the strategies and designs that some of the world's most successful brands use to stay one step ahead of the curve. It is an invaluable resource for brands working to withstand disruption - or even become disruptors themselves.
By:   Jacob Benbunan, Gabor Schreier, Benjamin Knapp
Imprint:   Kogan Page
Country of Publication:   United Kingdom
Dimensions:   Height: 233mm,  Width: 157mm,  Spine: 15mm
Weight:   405g
ISBN:   9780749484064
ISBN 10:   0749484063
Pages:   264
Publication Date:   15 April 2019
Audience:   College/higher education ,  Professional and scholarly ,  Primary ,  Undergraduate
Format:   Paperback
Publisher's Status:   Unspecified

Jacob Benbunan is founder and CEO of Saffron, working alongside Wally Olins - who invented brand strategy. His clients include Vueling, Akzo Nobel, A1 Telekom Austria, Bankinter and Swiss Re. He also helped create the brand Orange in his role at Wolff Olins. Gabor Schreier is Chief Creative Officer at Saffron. He has created brand identities for Daimler, Smart and Mercedes-Benz and was a core player in consolidating Saffron as a leading international brand consultancy. Benjamin Knapp is Chief Growth Officer, driving Saffron's central Europe expansion. His clients include London's Royal Opera House, A1 Telekom Austria and Fujitsu.

Reviews for Disruptive Branding: How to Win in Times of Change

A truly compelling read for those who believe that the best evidence of corporate authenticity is brand consistency. --Ana Busto, SVP, Brand and Communications, ENGIE A treatise on branding in times of change that will guide marketers through their daily challenges. --Stefan Schindele, Brand Strategy, A1 Group Jacob Benbunan and his team are the most disruptive people in the branding world, helping anybody in the start-up or corporate world who wants to rock the boat and do things very differently. This book is a must-read for anyone wanting to cause any abrupt or sudden change in new or legacy industries. --Carlos Munoz, Founder, Volotea and Vueling Airlines The authors prove that disruption is an attitude of creativity, agility and innovation that all brands should strive for. They provide a detailed and inspiring explanation of the process. A great book - highly recommended! --Professor Robert Paulmann, Founder, CXI Conference


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