In a world bombarded with ads and consumer attention is something so hard to come by, it takes a special kind of marketing strategy to truly capture attention. Disruptive marketing, the rebel of the advertising world, goes beyond the conventional and shakes things up.

Disruptive marketing is not doing something crazy and out of the blue; it’s about creating an unforgettable experience that makes your brand stand out and stay at the top of your target audience’s mind!

So, how exactly does it work? How do brands manage to stay top of mind and shape our buying decisions through disruptive marketing? Let’s find out!

The Power of Surprise

Disruptive marketing thrives on surprise. The main point of disruptive marketing is that it is not the same, it’s unexpected, and people are surprised by it! Disruptive marketing makes use of the unexpected and the unconventional to jolt consumers out of their daily routines.

Whether it’s a quirky commercial or a pop-up event in an unexpected location, the element of surprise triggers a heightened state of awareness. Our brains are wired to pay attention to unexpected and surprising events, and disruptive marketing capitalises on this instinct to leave a lasting impression.

Emotional Resonance

While surprise is an effective attention-grabber, emotional resonance can also be the glue that makes the memory stick. Disruptive marketing often taps into peoples’ emotions, forging a connection between the brand and the consumer on a personal level. It is this emotional link that makes the brand more memorable.

That’s why there are so many advertisements and commercials that try to use pathos to tap into human emotions to connect and drive their point home. Just think of all the touching and emotional TV commercials you’ve seen, especially around this holiday season.

Successful brands are able to go one step further to connect their brand with a particular emotion and value, creating this connection in their audiences’ minds. Just look at Coca-Cola’s Open Happiness campaign, one that has stood the test of time and become an iconic part of their overall branding.

By linking their brand with the slogan “open happiness”, Coca-Cola works to train consumers’ minds to associate the brand with happiness, joy, and other positive emotions. This emotional connection goes beyond the drink itself; it is now a key aspect of Coca-Cola’s branding and positioning.

Interactive Engagement

Another way disruptive marketing looks to break the status quo is by engaging with consumers. Marketing can often be static and passive, with customers rarely engaging with the brand in a meaningful way. Disruptive marketing works to blur the lines between the brand and the consumer, transforming passive observers into active participants.

Interactive campaigns, such as contests, challenges, or user-generated content initiatives, empower consumers to engage directly with the brand. This has become a popular option, especially with the rise of social media and the emerging power of user-generated content online. Encouraging this not only fosters a sense of involvement with the brand but also is more likely to stick in the minds of consumers as they are actively engaged in the campaign.

Cognitive Disruption

Lastly, disruptive marketing doesn’t just challenge consumer expectations; it challenges the very norms of an industry. By defying conventions and taking a different approach, brands can stand out to their target audience but also amongst their competitors in a crowded marketplace. This positions the brand as a trailblazer and even places them in the forefront of their industry.

At the end of the day, disruptive marketing is all about psychology and how you can get your brand to stick in the minds of your target audience. As consumers, we may find ourselves unwittingly caught in the web of these marketing strategies, but perhaps that’s the beauty of a powerful marketing campaign. Brands that master this art stand to create a huge amount of interest in their brand and leave a lasting impression on the minds of their target audience.

Looking to start disrupting? All you need is a great idea and a team that can come in to shake things up! Here at Hussel, our team of marketing disruptors knows exactly how to do that and how to turn heads with our creativity.

Ready to disrupt the world with a viral campaign? Let’s chat!