Is disruption the only way to make a brand stand out – or is it time to rethink what disruption really means?
In her debut column for Design Week, FutureBrand Managing Director Polly Hopkins explores why brands can’t afford to fall into the disrupt or die trap. She argues that chasing disruption for its own sake can be a distraction from creating meaningful, lasting impact.
The strongest brands don’t just grab attention – they shift expectations and ignite real innovation.
Reed the full article in Design Week.
