Dramatic Disruptor

The Dramatic Disruptor has a product or service offer significantly superior to the incumbent. It focuses on visually dramatising their offer, often compared to the competition, and leaning into that drama to change the category’s criteria for choice in its favour. Once changed, this challenger must continue its pace of change, before the competition catches up.

The best brands have one foot in their category and one foot in culture.

Jeff Brooks, Chief Marketing Officer, Casper