A disruptive brand is a concept or idea that interrupts the market by significantly improving an existing function, service or product, meeting the wants and needs of the consumer in a more desirable manner than before. They tend to do things their own way, develop experiences that are irresistibly convenient or empowering, and often introduce new key performance indicators (KPIs) to their industry or field. In today’s article, we’re going to take a look at these unique characteristics of a disruptive brand and identify three different companies that have successfully built this type of brand.