Disruptive communication: How to overcome stigma - A case study of Kappahl, Tena, Estrid and Deodoc

Sammanfattning: Purpose: In this study, the purpose is to explore how disruptive communication can be used as a means to overcome stigma. Methodology: This paper has analyzed four case studies in order to get a deeper understanding of the phenomenon stigma. A literature review is conducted where the concepts ‘stigma’, ‘disruptive communication’ and ‘brand identity’ is applied. The theoretical foundations were based on Simon Sinek’s (2009) Golden Circle including Urde’s (2021) addition by whom, along with the Corporate Brand Identity Matrix by Greyser and Urde (2019). Furthermore, a qualitative document analysis was made to analyze material from the brands’ campaigns, websites, social media, and other relevant media. Findings: The findings of the research showed that brands can use disruptive communication to overcome a stigma. In addition, the results of the study indicate the importance of aligning a brand's identity and disruptive communication to be able to create a successful communication/campaign that can fight a stigma. However, it was also found that some brands who are using disruptive communication rather created a discussion around the topic than overcome a stigma. Due to these findings, a framework guiding companies’ opportunities to overcome stigma through disruptive communication was developed. Original/value: The study has a high originality as it is one of the first studies researching stigma in marketing and disruptive communication. The study contributed with a new framework that can be used to analyze brands' usage of overcoming stigma by disruptive communication.