17 March 2021 5 min read As businesses attempt to surge through one of the greatest disruptions in recent memory, it is important to stay agile and build a strong brand to recover quickly. John Cucka and Dr. Denise Hamblin from Kantar use insights to explore how brands can better understand customer needs and revamp strategy in times of disruption. A decade ago, disruption was a buzzword, brand ambition and, in many cases, a strategic direction to get people out of their habits and generate change in a category. Becoming a disruptor was innovating with a new product or technology that was going to change the ‘old normal’, allowing the brand to take advantage of the chaos and come out on top.