In our society and corporate world there's a stigma against all things deemed disruptive. When one is in elementary school, one is taught not to be disruptive in class, but rather to sit quietly and still in church, don't disrupt the service. By the 6th grade it's... "don't cause a scene or call attention to yourself... Don't be different, be the same... Behave like others". One is taught to... "Write like everyone else. Dress like everyone else. Behave like everyone else. Think live everyone else and unthinkingly follow the crowds".
That's the message of society and the corporate world and it's the message our future generation is emulating. The message of conformity. It is for this reason that so many businesses and organisations flee from the idea of disruption like a fox from a forest fire. To most organisations disruption is bad. Convention is good. And the results of this monotonous mentality are evident in tiresome brands, uninteresting ads and dull organisations.
As Tom Peters says, "we live in a sea of similarity". Social convention and human nature lead us into a trap of conformity where all websites have the same basic layout. All sedans look the same. All airlines feel the same. All travel ads sound the same. All corporate logos look the same. Vanilla is still the preferred ice cream even when there are numerous other ice cream flavours in the market. The problem with conformity in the long run, is the kiss of monotony, dullness and death of a brand. We believe in disruptive branding because disruptive brands are both innovative and creative. Great brands do things that are disruptive. Rather than shying away from the word disruptive, we dare to be disruptive and embrace the idea of disruptionas innovative branding which forms part of our day-to-day operation. We see disruption as innovation.









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