Leaps of faith: inspiring trust in disruptive times
The concept of trust has usually been associated with stasis more than change. It brings up images of age-old, time-tested, large, solid brands and organisations with large and loyal user bases.
"Trust that triggers change requires a different set of rules from trust that fosters continuity."
Authentically disruptive: staying true, thinking differently
Disruption is happening all around us, from the TV that we watch, to the taxis we take or the way we make payments. By definition, something that “interrupts an event, activity, or process”, disruption has become a code word for products, services or marketing that redefine sectors.
"Disruption can be achieved at any point in the marketing mix, but in the rush to stand out, brands can risk over-reaching by doing this in an inauthentic way."