Consumers would like to see Foxtel, banks and insurers disrupted, survey finds

Australian consumers would like to see the big four banks, health insurers and energy companies disrupted with Foxtel and Stan being ‘sitting ducks’ claims branding agency Principals in its annual Brand Alpha survey.

The survey found consumers considered Uber, Tesla and Aldi to be the most disruptive brands in Australia, with lending app Afterpay being the only the local company in the top ten list.

Principal’s Wayde Bull: “Authentic disruptors combine purpose, personality and strong value appeal”

Founder and planning director of Principals, Wayde Bull said both a strong brand position and good customer experience was driving consumer perspectives on disruptive brands.

“Authentic disruptors combine purpose, personality and strong value appeal, all wrapped in a beautifully designed customer experience,” said Bull.

Being a disruptive brand can have its downsides, Bull warned as consumers will turn away from those who don’t move on from being a ‘rabble-rouser’ to a genuine long term leader, citing Virgin Australia, Dodo and Aussie Home Loans as “once were disruptors.”

“These are businesses that have either dialled back their fighting spirit, been swallowed by larger rivals or have ‘normalised’ as familiar mainstream brands and now run the risk of attack from next-gen brands,” said Bull.

Principal’s survey also found consumers have identified a number of brands as ‘sitting ducks’ which they are prepared to turn away from

Topping the list of sitting ducks is Foxtel along with Stan, Facebook, Myer and the big four banks.

Of the industries consumers would like to see disrupted in the survey, energy utilities, health insurers and banks topped the list with free to air television also rating high.



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