BXP - June/July 2017 - 41

THE DEBATE
In the medical world, there's also so much confusion about

41

experiences, brands like Axe have real appeal.

how to live a healthy life. From heart health and more people
are puzzled. There's room for innovation on how to guide

Disruptive marketing can keep the brand fresh. Brands need

people to live healthier lives and how to use technology as

to keep anticipating what their consumers want, which be-

guideposts and a map.

comes a bigger and bigger challenge to address.

Think about education, a lot of time and money is invested

The opportunity to disrupt isn't just in products and services

in education. Education has a significant impact on people's

for the younger generation. If you think about the older gen-

lives! How students choose their majors, their professors and

erations, you realize they have a lot of wealth that they've

their universities are ripe for disruptive innovation.

acquired over time and the desire to use that. Smart marketers are creating brand experiences personalized for them,

Even government, think of how much you spend in taxes.

including vacation experiences like Road Scholar where they

What would be the impact if people had more useful infor-

have learning trips.

mation about how their tax dollars were being used and an
easier way to immediately use that information when voting.

Yet, the challenge with the larger corporations is the very
reason that they're large: They have steady profit streams

And these big ideas are achievable. Look at what Uber is

that they need to grow and protect. These profit streams

doing to how we think about transportation and how Tesla is

are covering a lot of people's salaries, a lot of shareholder

considered by the business world and general public relative

value. You can't ignore that and not take care of your core

to established carmakers.

competencies.

Why should larger corporations care about disruptive

Over my career, I've seen different situations where the focus

innovation?

on disruptive innovation led to a lack of focus on the core,

Well, it's a matter of survival. To believe that your business

and consequently the core became unhealthy. Senior lead-

is going to satisfy all needs as the external environment is

ership who lead this had to come back and say, 'You know

changing all around us is foolish.

what, it's the core. We have to take care of the core. Our core
is eroding and it's creating poor business results.'

On the other hand, the external world around larger corporations continues to evolve how people buy things, how they're

If everyone is looking at how we can launch something new,

eating and how they're making purchasing decisions. If you

innovative and disruptive, it can be harmful. Businesses make

go back to the 1950s and the 'Leave it to Beaver' era, buying

money by execution. Execution is critical and large parts of

something for your family was a much different process. Now

organizations are setup to execute with excellence. That's

there are more people involved and on different schedules.

where the money comes from that pays people's salaries

There is one person buying for the whole household. Each

that delivers the dividends, the shareholders, etc.

household member could be buying things on their own
because there's much more choice in where and when items

It's not like large corporations should avoid disruption. You

can be purchased and a lot less time required to make those

should always understand the risk. But, again, there's a risk

purchases.

in not innovating. Remember how phones have replaced
cameras for a lot of shoppers. Hence, the reason to balance

Food companies certainly have had to adapt; other compa-

it like most things in life,

nies have also. Think about personal care, you never heard
about the for men category years ago and now it's one of the

Larger corporations also have an advantage that shouldn't

fast growing fields out there in terms of consumer products

be forgotten. You know the old saying, 'How to make a small

and innovation.

fortune? Start with a big one.'

Axe was disruptive. Its marketing creates different reactions

Read the full interview with Roger Zellner and other

from different people. Unilever also knows Axe's target

design and branding leaders in upcoming issues of

market. As people look for and appreciate more personal

Brand Experience.

BXPMagAzine.com


http://bxpmagazine.com

Table of Contents for the Digital Edition of BXP - June/July 2017

Bxp - June/july 2017
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: The Stride Ahead
Deeper Connections
Category Disruptor
The Debate: Disruptive Innovation , Marketing and Brand
The Toolbox: Luxury
Index of Advertisers
The List
BXP - June/July 2017 - Intro
BXP - June/July 2017 - Bxp - June/july 2017
BXP - June/July 2017 - Cover2
BXP - June/July 2017 - 1
BXP - June/July 2017 - Contents
BXP - June/July 2017 - 3
BXP - June/July 2017 - 4
BXP - June/July 2017 - 5
BXP - June/July 2017 - Editor’s Letter
BXP - June/July 2017 - 7
BXP - June/July 2017 - 8
BXP - June/July 2017 - The Scene
BXP - June/July 2017 - 10
BXP - June/July 2017 - 11
BXP - June/July 2017 - 12
BXP - June/July 2017 - 13
BXP - June/July 2017 - 14
BXP - June/July 2017 - 15
BXP - June/July 2017 - 16
BXP - June/July 2017 - 17
BXP - June/July 2017 - 18
BXP - June/July 2017 - 19
BXP - June/July 2017 - Chief Experience Officer Series: The Stride Ahead
BXP - June/July 2017 - 21
BXP - June/July 2017 - 22
BXP - June/July 2017 - 23
BXP - June/July 2017 - 24
BXP - June/July 2017 - 25
BXP - June/July 2017 - 26
BXP - June/July 2017 - 27
BXP - June/July 2017 - 28
BXP - June/July 2017 - 29
BXP - June/July 2017 - Deeper Connections
BXP - June/July 2017 - 31
BXP - June/July 2017 - 32
BXP - June/July 2017 - 33
BXP - June/July 2017 - 34
BXP - June/July 2017 - Category Disruptor
BXP - June/July 2017 - 36
BXP - June/July 2017 - 37
BXP - June/July 2017 - 38
BXP - June/July 2017 - 39
BXP - June/July 2017 - The Debate: Disruptive Innovation , Marketing and Brand
BXP - June/July 2017 - 41
BXP - June/July 2017 - The Toolbox: Luxury
BXP - June/July 2017 - 43
BXP - June/July 2017 - 44
BXP - June/July 2017 - 45
BXP - June/July 2017 - 46
BXP - June/July 2017 - Index of Advertisers
BXP - June/July 2017 - The List
BXP - June/July 2017 - Cover3
BXP - June/July 2017 - Cover4
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