What do disruptors do when they become the establishment?
Creating a disruptor brand in today's crowded marketplace is arguably the quickest way to get noticed. Delving deeper into the craft beer market and using Brewdog's recent redesign as an example, we look at two typical outcomes that occur when a disruptor brand significantly grows. One, they metaphorically sell out and become part of the establishment; Two, they choose to be a craft brand forever and stay small. Which poses the question - how do disruptor brands grow without selling their soul?