Is Your Brand a Disruptor?

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After months of lugging our daughter in and out of the back seat of our two-seater hot ride, my honey and I finally bought a family vehicle! Finally!
The process was somewhat grueling until we found the one. And by “the one”, I’m not talking about the bold and beautiful Nissan Armada we purchased. When I refer to “the one” I’m talking about the car dealer.
Yes, you read it right.
Most women I know HATE the very thought of having to go to a dealer to buy a car.
I’m no different.
One of my best friends actually lists the car buying experience as number three of her top three fears – behind prison and rats!
We went to two dealerships before I decided to check out Carvana.
If you haven’t heard, Carvana is an online used car retailer and technology business based in Tempe, Arizona.
It’s what I call a Brand Disruptor.
Carvana has turned a long-hated process into a quick and enjoyable one and the kicker, you never have to leave your home! You can browse through a huge selection of vehicles on their website or through the mobile app. Carvana also offers financing so you know right away how much your car payment will be based on your down payment (as low as $300). Once you’ve found your car, you can have it delivered directly to your home or pick it up from one of their car vending machines.
In one day, I raved to two friends about this car-buying brand. In disbelief, they immediately checked it out and said, “I will be needing to get a new car soon … I’m going to check them out for sure.”
My new-found obsession with Carvana got me to thinking about why I love this brand so much. I realized it’s because its a disruptor. We’ve been buying cars since 1886, but with technology, this antiquated process has been modernized to become, dare I say, “cool.”
Numbers Don’t Lie.
Almost half of consumers now purchase from Disruptor Brands, according to the Interactive Advertising Bureau’s (IAB) 2019 Disrupting Brand Preference report. The study identified the shoppers of these brands skewing younger than those consumers that shop traditional brands. Eighty-four percent of these shoppers are under 54, and they are also likelier to have a household income of more than $75,000, the study revealed.
Disruptor Brands build loyalty.
The study also revealed that great ads, great content, and product innovation are more likely to prompt trial of Disruptor Brands.
Overall, Disruptor Brand consumers are 75% more likely to try a new product or innovation.
Is your brand a disruptor?
What strategies are you incorporating into your brand for it to become a disruptor? Is it technology, superior customer service, one-of-a-kind creativity, or something else?
Having trouble coming up with ideas? Let’s connect! Book a free 30-minute Think Big! Consultation today.
Have 38 more seconds to watch our Armada dance? Check it out!

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July 25, 2019



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