Hasta La Creative!

Luxury brands, faced with an historic disruption thanks to the collision of media and technology, must shift from playing defense to taking the offense, even if that means discarding formerly successful approaches.

To win in the new luxury landscape — where Apple is as much a force as Chanel — established luxury brands need to think like disrupters by placing human behavior firmly at the center of their strategies.

Instead of trying to predict the future, disrupters focus on “jobs to be done” in the present. This framework, coined by Clayton Christiansen, focuses on consumers’ social, emotional or functional problem, and turns business into its solution.

Continue reading at AdAge.com