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.
The research paper seems to disagree with some of the above.
Stan is highlighted as a ‘revolutionary’ in the paper, yet a Sitting Duck in this article?
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Not sure why Stan is there, but as for Foxtel it’s perfectly understandable, they’re arrogant and fail to innovate with far too much content locked up and under their control. If Foxtel spent as much time and money on improving the consumer experience with great innovative products for the digital age as they do trying to eradicate pirates, their long term future would be well assured.
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‘Consumers would like to see Foxtel, banks and insurers disrupted, survey finds’ – AKA: Cartels
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Hi Read, the information we have on the paper reads, “The list of ‘sitting ducks’ is topped by Foxtel, Stan, Youi, Dodo, Myer, Jetstar, Tigerair, iiNet, Facebook and perhaps unsurprisingly, the big four banks.”
Copy-Paste journalism, nice!
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Cheers, Comrade. Have a good weekend.
Really. Of all the disruptors, Uber? Why don’t you throw a few more of the digital disruptor cliches in too. Netflix, Amazon, Tesla…. you needed some half baked survey to come up with this? Pathetic really. And Stan is on the same list as Foxtel? Kind of shots your argument down in flames really.
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Facebook as a sitting duck. Old news re banks, Foxtel, insurers….unsurprising. But Facebook? What’s doin there?
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Both Foxtel and Stan are brands with a large number of users who feel there are many reasons to switch. Brands like Stan, that succeed in churning customers, are quickly vulnerable to even newer entrants, especially in the entertainment market that’s so driven by novelty.
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