Brand Thinking

Today, small consumer brands have more opportunity than ever to challenge category leaders for market share. Leading brands have more resources, but they’re often still slower to innovate or adapt to change in consumer behavior. In part one of a six-part series, creative strategist Tyler Leahy breaks down the playbook you should follow if you want to be an insurgent brand and market disruptor. It breaks down what it means to be industry disruptors, and the six things that all disruptive brands have in common as they grow and scale.