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Disruption Insight | Unicorns

 

Stefan Wilkerson

Regional Chief Client Officer

Kantar

Stefan.Wilkerson@kantar.com 

 

 

Unicorns shift

from product

focus to brand

 

Among disruptive brands, we are seeing a quest to move beyond the romanticized tech company. The life cycle of these disruptors can be short. They want a longer life cycle and would prefer to be a “phoenix” than a “unicorn”. A company that can survive challenges and keep rising from the flames. The leaders of these companies think like engineers and have previously prioritized product over everything else. But now they are starting to consider brand. They need to understand that technology will move on, a newer product will grab consumer attention, and today’s disruptor will become tomorrow’s disrupted. At that point, a brand that has connected with consumers will be harder to disrupt.