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

Jeff Brooks at Casper’s headquarters in New York with their signature mattress in a box.

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Communication Behaviours

The Dramatic Disruptor’s primary weapon is the product itself. The product redefines the boundaries and the practices of the category and can ultimately change not just how consumers interact with a category, but also modern culture, too. Go big – where budgets allow, create something memorable, and make sure everyone sees it.