According to Kantar Millward Brown’s recent analysis of 2,000 brands mentioned between 2014 and 2017 in the BrandZ Top 100 Most Valuable Global Brands survey, fewer than one in 10 showed any growth. On the other hand, Amazon doubled its rand value over the same time period. The differentiating factor is Amazon’s use of disruptive tactics. These have made its consumers’ lives simpler and more cost effective and convenient, which translated into solid growth for the brand. Of course, not every brand can be an Amazon, but there’s still a lesson to be learnt. Kantar Millward Brown reports that the use of disruption can create even a 1% growth in market share, which, for any established brand, is significant. While most brands are happy operating in their comfort zones and having a “business as usual” approach, the first step to growth is embracing change, the report points out. Routine is the enemy of creativity, while a shift in the way things are done – any small change – brings new v...

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