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To disrupt or not to disrupt? That is the question

We are living in times of change and unpredictability, and this social milieu translates into a drive to disrupt. Disruption is in vogue within the marketing fraternity and is frequently the go-to for almost every brand strategy. This creates hype, but how many brands actually disrupt their market landscape? More importantly, is it in every brand’s best interest to disrupt, asks Maria Petousis. If we think about how society experiences disruption, it leaves us feeling a little confused, unfocused and disengaged. Disruption brings chaos and uncertainty. It is not closely linked with trust and loyalty, yet brands want loyal consumers…

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