Following publication of the inaugural 100 Disruptive Brands list 12 months ago, two things struck me. First, the positive reaction of many of our readers from so-called traditional sectors, who found inspiration in the stories of the trailblazers in their respective fields; and second, how many upstart brands it emerged we could have included when we discussed the list with those that made it on – and with many others.
It is for these reasons we bring you 100 Disruptive Brands 2017. What you are about to read is a list curated by the Marketing Week and Econsultancy editorial teams. The final reckoning was made with the input of 2016’s disruptors too – who better to recognise the essential elements of a disruptor than those widely regarded as one and the same?
Those that make the final cut represent every corner of the business world. We looked for companies that are innovative in their use of technology, that are imaginative in adapting to societal shifts and that employ structures and models which break convention.
As a result, there is panoply of talent and enterprise represented. From those using cutting-edge machine learning and artificial intelligence for commerce or health to social enterprises tapping into the demand for purpose-led businesses. From the nimble unknowns tearing up the financial services industry to the app-based brands looking to leave an Uber-sized impression.
The ultimate intention? To identify the young brands that could be disrupting your world and to provide insight and inspiration.
Russell Parsons, Editor, Marketing Week