{"id":229,"date":"2015-01-03T10:13:00","date_gmt":"2015-01-03T10:13:00","guid":{"rendered":"https:\/\/henrietteweber.com\/?p=229"},"modified":"2020-12-18T10:16:23","modified_gmt":"2020-12-18T10:16:23","slug":"disruptive-thinking-brand-development-before-money-gain","status":"publish","type":"post","link":"https:\/\/henrietteweber.com\/index.php\/2015\/01\/03\/disruptive-thinking-brand-development-before-money-gain\/","title":{"rendered":"Disruptive Thinking: Brand Development Before Money Gain"},"content":{"rendered":"\n

I had a link came through this morning from one of my Facebook friends about a Swedish media exec who was clearly disrupting the media world with her thinking and how she implemented things in her organization<\/a> (link is in Swedish though, sorry rockers!).<\/p>\n\n\n\n

Disruptive thinking leads to disruptive actions, and disruptive actions change organizations.<\/p>\n\n\n\n

I am a firm believer that unusualness and disruption by thought are the way to proceed. Especially since I have been preaching business unusual and disruptive thinking in my brand studio Toothless Tiger, and making it the blueprint of everything I have done.<\/p>\n\n\n\n

Creativity and play are also key; life is supposed to be challenging and fun, right? Looking at a challenge from so far away (or up close) that the challenge changes right before your eyes. It makes markets appear where they usually don’t. Disruptive thinking leads to disruptive actions, and disruptive actions change organizations.<\/p>\n\n\n\n

If you want to be a leader in your field then you need to put those ideas into action. All the more reason if you want to be someone that people look up to for doing things differently.<\/p>\n\n\n\n

When I researched about Return on Involvement, I did an interview with the CEO of the Danish office of Innocent Drinks. He told me that he had started speaking at a bunch of logistic conferences. I was a bit puzzled by this. Why would he be speaking at logistic conferences? Because Innocent Drinks had taken a stand. They gathered fruits for their smoothies from around the world and they weren\u2019t going to use planes to do that. It was against everything that Innocent Drinks stood for. So they decided to have a zero-plane policy. And nobody in the logistics industry thought that it was possible to do this. But it was. Hence, a logistic rockstar company emerged to inspire the logistical industry, who also with this bold move showed that they put purpose before profit. That their long-term brand development matters more than short-term monetary gain.<\/p>\n\n\n\n

\"rock<\/figure>\n","protected":false},"excerpt":{"rendered":"

I had a link came through this morning from one of my Facebook friends about a Swedish media exec who was clearly disrupting the media world with her thinking and how she implemented things in her organization (link is in Swedish though, sorry rockers!). Disruptive thinking leads to disruptive actions, and disruptive actions change organizations. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_feature_clip_id":0,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_post_was_ever_published":false},"categories":[32],"tags":[97],"class_list":["post-229","post","type-post","status-publish","format-standard","hentry","category-branding","tag-disruption"],"jetpack_featured_media_url":"","jetpack-related-posts":[{"id":246,"url":"https:\/\/henrietteweber.com\/index.php\/2015\/03\/03\/current-trends-in-disruptive-brand-building\/","url_meta":{"origin":229,"position":0},"title":"Current Trends In Disruptive Brand building","author":"Henriette Weber","date":"March 3, 2015","format":false,"excerpt":"I see the business world right now as a place that's frantically looking for disruption. The \"old school\" disruptive brands such as Amazon and Facebook has managed the digital transition very well, but at some point they went from being idealistically based to being stakeholder and money based. I know\u2026","rel":"","context":"In "Activist Branding"","block_context":{"text":"Activist Branding","link":"https:\/\/henrietteweber.com\/index.php\/category\/branding\/"},"img":{"alt_text":"rock on","src":"https:\/\/i0.wp.com\/henrietteweber.com\/wp-content\/uploads\/2020\/12\/rock_on_henriette_transparent.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":253,"url":"https:\/\/henrietteweber.com\/index.php\/2013\/09\/06\/why-do-we-need-disruptive-trends\/","url_meta":{"origin":229,"position":1},"title":"Why Do We Need Disruptive Trends?","author":"Henriette Weber","date":"September 6, 2013","format":false,"excerpt":"The business world is in dire need of diversification. Every brand has a need to stand out these days. Enter stage: disruptive trends. Think about what Patagonia has done with their 'buy less' strategy. Standing out has become one of the primary reasons for selling your products. If you're good\u2026","rel":"","context":"In "Trends"","block_context":{"text":"Trends","link":"https:\/\/henrietteweber.com\/index.php\/category\/business\/trends\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":536,"url":"https:\/\/henrietteweber.com\/index.php\/2011\/08\/17\/creativity-is-my-homeboy-and-i-love-him-to-pieces\/","url_meta":{"origin":229,"position":2},"title":"Creativity is my homeboy and I love him to pieces","author":"Henriette Weber","date":"August 17, 2011","format":false,"excerpt":"Next week Media Evolution\u00a0The Conference,\u00a0one of the coolest digital creativity conferences,\u00a0is taking place in Malm\u00f8. Yesterday, the always awesome\u00a0Joakim Jardenberg\u00a0wrote \u00a0the first piece\u00a0in a blog relay to put focus on some of the conference sessions, today it's my turn (yay!) and \u00a0tomorrow I'm handing the baton to\u00a0Helen Alfvegren. I'm looking\u2026","rel":"","context":"In "Creativity & Storytelling"","block_context":{"text":"Creativity & Storytelling","link":"https:\/\/henrietteweber.com\/index.php\/category\/business\/creativity\/"},"img":{"alt_text":"creativity is my homeboy","src":"\/files\/2011\/08\/creativity-is-my-homeboy-1024x568.jpg","width":350,"height":200,"srcset":"\/files\/2011\/08\/creativity-is-my-homeboy-1024x568.jpg 1x, \/files\/2011\/08\/creativity-is-my-homeboy-1024x568.jpg 1.5x, \/files\/2011\/08\/creativity-is-my-homeboy-1024x568.jpg 2x"},"classes":[]},{"id":271,"url":"https:\/\/henrietteweber.com\/index.php\/2015\/07\/07\/seeing-airbnbs-business-model-as-old-school\/","url_meta":{"origin":229,"position":3},"title":"Seeing Airbnb’s Business Model As Old School","author":"Henriette Weber","date":"July 7, 2015","format":false,"excerpt":"What would happen to the disruptive business model, if we saw business models for cutting-edge companies such as Airbnb and Uber as old school? There are ideas for creating apps like \u201ctinder for xx\u201d or the \u201cnext Facebook\u201d. But what if we decided to start from a clean slate? Not\u2026","rel":"","context":"In "Sustainable Business"","block_context":{"text":"Sustainable Business","link":"https:\/\/henrietteweber.com\/index.php\/category\/business\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":156,"url":"https:\/\/henrietteweber.com\/index.php\/2013\/05\/14\/business-unusual-becoming-a-love-brand-in-tiny-steps\/","url_meta":{"origin":229,"position":4},"title":"Business Unusual: Becoming A Love Brand In Tiny Steps","author":"Henriette Weber","date":"May 14, 2013","format":false,"excerpt":"Ever since I was an activist teenager rebelling against the world and myself, I have been a sucker for change and companies: my definition of Business Unusual. I guess it was one of the things I learned most from hanging mentally out with Naomi Klein and Kalle Lasn. I remember\u2026","rel":"","context":"In "Activist Branding"","block_context":{"text":"Activist Branding","link":"https:\/\/henrietteweber.com\/index.php\/category\/branding\/"},"img":{"alt_text":"rock on","src":"https:\/\/i0.wp.com\/henrietteweber.com\/wp-content\/uploads\/2020\/12\/rock_on_henriette_transparent.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":164,"url":"https:\/\/henrietteweber.com\/index.php\/2013\/07\/04\/trigger-creative-conference-brand-your-band-workshop\/","url_meta":{"origin":229,"position":5},"title":"Trigger Creative Conference – Brand Your Band Workshop","author":"Henriette Weber","date":"July 4, 2013","format":false,"excerpt":"Last week, I did a workshop called \"Brand Your Band\". It was at Trigger Creative Conference in Borl\u00e4nge, Sweden where I shared my thoughts on rockbandism. I also featured my oldie-but-goodie ebook, \"why every company should be a rockband\". It was co-hosted by\u00a0Niclas \"Deeped\" Strandh\u00a0and Jesper Wallerborg Almerud. 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