Disruptive Branding in Changing Times

Given the profound changes currently taking place in our society, many of which are the result of emerging new technologies, branding can play a strategic role in the convergence between the physical and the digital. In this scenario, a capacity for disruption is a clear competitive advantage. Carmen van Bruggen, Adjunct Professor at IE School of Architecture and Design, talks to Jacob Benbunan, Professor at the Master in Strategic Design of Spaces at IE School of Architecture and Design and CEO of Saffron Brand Consultants and author of ‘Disruptive Branding: How to Win in Times of Change’, about the way in which the most disruptive and properly prepared brands can adapt to new environments in order to continue growing successfully.

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