The New Kids on the Block - Exploring the brand identity of disruptive innovators

Abstract: Abstract Aim: The aim of this paper is to examine the corporate brand identity of disruptive innovators that have changed entire industries. Moreover, this paper strives to answer the question, whether a universal pattern of corporate brand identities for these “New kids on the block” can be identified and if so, what it looks like. Approach: Firstly, a literature review is conducted in order to provide theoretical background in regard to the research question of this paper. Secondly, a qualitative multiple case study approach is used to understand the background and development of the investigated companies. Further, the corporate brand identity of each company was explored in order to identify significant similarities and differences. Thirdly, a corporate brand identity matrix for “New kids on the blocks” was established based on the universal commonalities of the brand identities. Findings: A universal pattern of disruptive corporate brand identities exists and is illustrated in a model matrix created by the authors. Originality/ value: The paper’s added value lies on the creation of a corporate brand identity matrix of disruptive innovators, here referred to as the “New kids on the block”. Keywords: disruptive innovation, corporate brand identity, technological shifts Paper type: Research paper