Disruptive Branding ― How to Win in Times of Change

Disruptive forces have rewritten the rules of business. In an age of continuous change the strength and authenticity of brands has become more important that ever. The organizations that can master their brand experience are able to survive disruption by disrupting themselves; companies that can't do this will leave themselves ripe for disruption. Disruptive Branding is a practical guide, demonstrating how to harness change to power your brand's survival and ensure growth in a transforming world. It will help ambitious, courageous and aspirational organizations to define their compelling brand strategies, design powerful brand experiences and innovate new brand-led products and services.

Disruptive Branding tells the stories of businesses that have succeeded in managing the forces of disruption. From Nintendo fighting off its competition by re-imagining gaming, to Airbnb redefining what it means to travel, modern day brands are thinking faster and smarter than ever before. This book identifies the strategies and designs that some of the world's most successful brands use to stay one step ahead of the curve. It is an invaluable resource for brands working to withstand disruption - or even become disruptors themselves.

Jacob Benbunan is founder and CEO of Saffron, working alongside Wally Olins - who invented brand strategy. His clients include Vueling, Akzo Nobel, A1 Telekom Austria, Bankinter and Swiss Re. He also helped create the brand Orange in his role at Wolff Olins.

Gabor Schreier is Chief Creative Officer, Saffron. He has created brand identities for Daimler, Smart and Mercedes-Benz and was a core player in consolidating Saffron as a leading international brand consultancy.

Benjamin Knapp is Chief Growth Officer, driving Saffron's central Europe expansion. His clients include London's Royal Opera House, A1 Telekom Austria and Fujitsu.