[{"data":1,"prerenderedAt":535},["ShallowReactive",2],{"insight-2026-growth-playbook-disruptor-brands":3},{"page":4,"related":458,"index":533},{"id":5,"published":6,"lastPublished":7,"title":8,"slug":9,"thumbnail":10,"date":29,"author":30,"categories":37,"contributors":42,"content":43,"thumbnailStyle":11,"schemaTypes":451,"schemaCustom":452,"faqs":11,"seo":453},"KgfPl94YR6WUfe8GD2658A","2026-09-22T20:44:05+01:00","2026-09-25T15:29:13+01:00","The 2026 Growth Playbook: Disruptor Brands","2026-growth-playbook-disruptor-brands",{"alt":11,"title":11,"focalPoint":12,"width":14,"height":15,"thumbnail":16,"small":17,"medium":18,"responsiveImage":19},null,{"x":13,"y":13},0.5,4200,2145,"https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":20,"webpSrcSet":21,"sizes":22,"src":23,"width":24,"height":25,"aspectRatio":26,"alt":11,"title":11,"base64":27,"bgColor":28},"https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 610w,https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 1220w,https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1830w,https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png?auto=format&fit=max&h=2440&q=85&w=2440 2440w,https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png?auto=format&dpr=1.5&fit=max&h=2440&q=85&w=2440 3660w","","(max-width: 2440px) 100vw, 2440px","https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png?auto=format&fit=max&h=2440&q=85&w=2440",2440,1246,1.9580419580419577,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBhAICAgLChULDhIVDRYVDikVDRUYFxgZGBYfFhUaISsjHR0oHSEWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLDg0OHBANHDscIig7OzsvLy8vNS8vLy87Ly8vLy8vLy8vLy8vLy8vOy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA0AGAMBIgACEQEDEQH/xAAWAAEBAQAAAAAAAAAAAAAAAAAEAAX/xAAdEAABAwUBAAAAAAAAAAAAAAADAAECBAURISIT/8QAFwEAAwEAAAAAAAAAAAAAAAAABAUGA//EABsRAAEEAwAAAAAAAAAAAAAAAAIAERIxAQME/9oADAMBAAIRAxEAPwDQpKSHvjKaS1CLLLug2+cnPtJragg58ukfMQsq7qHbK0Q1uEA2nUjzPMhenUic5F1qAbY2v//Z","#ea5c32","2026-09-22",{"id":31,"slug":32,"name":33,"photo":34,"role":36},"Fq1vG1_wSb6RSxIwOLOhYw","lola-behrens","Lola Behrens",{"src":35},"https://www.datocms-assets.com/151374/1741301596-lola-behrens.png?auto=format&fit=max&h=300&q=85&w=300","Senior Marketing Manager",[38],{"id":39,"slug":40,"title":41},"WBJ7GWfRQ1OSyt99QhgoVg","guides","Guides",[],{"value":44,"blocks":384},{"schema":45,"document":46},"dast",{"type":47,"children":48},"root",[49,55,59,63,66,74,78,82,86,90,95,99,103,107,112,114,119,123,127,174,178,180,185,189,227,231,236,240,272,277,281,356,361,365,370,374,378,382],{"type":50,"children":51},"paragraph",[52],{"type":53,"value":54},"span","The formula that built disruptor brands is running out of room. One channel, one differentiator, one creative approach, scaled hard. Now costs are climbing, returns are compressing, and uniqueness alone no longer closes the sale.",{"type":50,"children":56},[57],{"type":53,"value":58},"The 2026 Disruptor Growth Playbook adapts New Engen's creative-led growth system for early- to mid-stage consumer brands in wellness, beauty, apparel, food and beverage, and more. It draws on New Engen's client work, conversations with brand and agency leaders, and examples from disruptor brands in our portfolio.",{"type":50,"children":60},[61],{"type":53,"value":62},"It explains how to build a system that fits lean teams and tight budgets, one that turns creative into audience signal and every campaign into a learning that shapes what gets made next.",{"item":64,"type":65},"Nebkyv9eRSmgNFfqFuzssA","block",{"type":67,"level":68,"children":69},"heading",2,[70],{"type":53,"marks":71,"value":73},[72],"strong","Why Is Creative the Growth Constraint for Disruptor Brands?",{"type":50,"children":75},[76],{"type":53,"value":77},"Automation has made targeting and bidding table stakes for every brand. Disruptors feel it most. They are scaling on tight margins and concentrated channels, with a differentiation edge that is no longer enough on its own.",{"type":50,"children":79},[80],{"type":53,"value":81},"For brands that depend on one platform, often just Meta, creative is the primary lever left. How well a brand diversifies within the channel it already relies on determines most of its available upside.",{"type":50,"children":83},[84],{"type":53,"value":85},"But producing more content isn't the answer. Some disruptors make more creative than they can test. Others run creator programs by hand while performance numbers conflict across tools.",{"type":50,"children":87},[88],{"type":53,"value":89},"Most disruptors are working hard. What they lack is a system that connects creative, media, and measurement through a shared feedback loop.",{"type":67,"level":68,"children":91},[92],{"type":53,"marks":93,"value":94},[72],"What Is a Creative-Led Growth System?",{"type":50,"children":96},[97],{"type":53,"value":98},"A creative-led growth system connects what a brand knows about its audience with what it produces, where that content runs, what the brand learns, and what gets made next.",{"type":50,"children":100},[101],{"type":53,"value":102},"Instead of treating creative as a collection of campaign assets, it turns creative into a continuous source of audience signal and performance learning.",{"type":50,"children":104},[105],{"type":53,"value":106},"The disruptor playbook takes each of the six actions in the 2026 Growth Playbook and sharpens it for leaner teams, tighter budgets, and less patience for systems that don't pay off fast. The actions are not a checklist to complete in order. Start where your brand is actually stuck.",{"type":67,"level":68,"children":108},[109],{"type":53,"marks":110,"value":111},[72],"What Growth Challenges Does the Playbook Address?",{"item":113,"type":65},"BRw3P2HUTfaL1d7onmfryA",{"type":67,"level":68,"children":115},[116],{"type":53,"marks":117,"value":118},[72],"What Will You Learn From the 2026 Growth Playbook?",{"type":50,"children":120},[121],{"type":53,"value":122},"The complete guide adapts the six actions of the 2026 Growth Playbook for disruptor brands operating in a media environment shaped by automation and fragmented attention.",{"type":50,"children":124},[125],{"type":53,"value":126},"You’ll learn how to:",{"type":128,"style":129,"children":130},"list","bulleted",[131,138,144,150,156,162,168],{"type":132,"children":133},"listItem",[134],{"type":50,"children":135},[136],{"type":53,"value":137},"Build personas on psychology and behavior that prescribe what to make",{"type":132,"children":139},[140],{"type":50,"children":141},[142],{"type":53,"value":143},"Diversify creative by motivation, not just execution",{"type":132,"children":145},[146],{"type":50,"children":147},[148],{"type":53,"value":149},"Use creators and authenticity to build trust at scale",{"type":132,"children":151},[152],{"type":50,"children":153},[154],{"type":53,"value":155},"Connect testing and content sources to one activation plan",{"type":132,"children":157},[158],{"type":50,"children":159},[160],{"type":53,"value":161},"Design measurement for effectiveness, not budget justification",{"type":132,"children":163},[164],{"type":50,"children":165},[166],{"type":53,"value":167},"Run brand and performance as one program",{"type":132,"children":169},[170],{"type":50,"children":171},[172],{"type":53,"value":173},"Earn visibility in AI answers without being the biggest brand in your category",{"type":50,"children":175},[176],{"type":53,"value":177},"The playbook also includes fresh case studies from disruptor brands in the New Engen portfolio, along with new insights from brand-side and platform leaders.",{"item":179,"type":65},"Vo6yLKbKQbuDfKZ3MsIw7A",{"type":67,"level":68,"children":181},[182],{"type":53,"marks":183,"value":184},[72],"Who Should Read the 2026 Growth Playbook?",{"type":50,"children":186},[187],{"type":53,"value":188},"The playbook is designed for:",{"type":128,"style":129,"children":190},[191,197,203,209,215,221],{"type":132,"children":192},[193],{"type":50,"children":194},[195],{"type":53,"value":196},"CMOs and senior marketing leaders at early- to mid-stage consumer brands breaking through a growth ceiling",{"type":132,"children":198},[199],{"type":50,"children":200},[201],{"type":53,"value":202},"Growth leaders whose channel mix is concentrated in one platform",{"type":132,"children":204},[205],{"type":50,"children":206},[207],{"type":53,"value":208},"Lean creative and media teams producing more content than they can test",{"type":132,"children":210},[211],{"type":50,"children":212},[213],{"type":53,"value":214},"Brand leaders deciding how AI fits into production without costing trust",{"type":132,"children":216},[217],{"type":50,"children":218},[219],{"type":53,"value":220},"Creator, affiliate, and performance teams working across disconnected programs",{"type":132,"children":222},[223],{"type":50,"children":224},[225],{"type":53,"value":226},"Leaders raising capital or expanding into physical retail who need measurement they can defend",{"type":50,"children":228},[229],{"type":53,"value":230},"If your brand is producing more content but struggling to turn it into profitable, durable growth, this playbook will help you identify where the system is breaking down and where to build first.",{"type":67,"level":68,"children":232},[233],{"type":53,"marks":234,"value":235},[72],"What Is Included in the Download?",{"type":50,"children":237},[238],{"type":53,"value":239},"The free guide includes:",{"type":128,"style":129,"children":241},[242,248,254,260,266],{"type":132,"children":243},[244],{"type":50,"children":245},[246],{"type":53,"value":247},"A six-action creative-led growth framework built for disruptor brands",{"type":132,"children":249},[250],{"type":50,"children":251},[252],{"type":53,"value":253},"Practical models for audience strategy, creative, testing, and measurement",{"type":132,"children":255},[256],{"type":50,"children":257},[258],{"type":53,"value":259},"New case studies from disruptor brands in the New Engen portfolio",{"type":132,"children":261},[262],{"type":50,"children":263},[264],{"type":53,"value":265},"Guidance from brand-side and platform leaders",{"type":132,"children":267},[268],{"type":50,"children":269},[270],{"type":53,"value":271},"Ten action items to prioritize right now",{"type":67,"level":68,"children":273},[274],{"type":53,"marks":275,"value":276},[72],"Where Can You Learn More About Creative-Led Growth?",{"type":50,"children":278},[279],{"type":53,"value":280},"Explore the individual strategies behind a creative-led growth system:",{"type":128,"style":129,"children":282},[283,296,308,320,332,344],{"type":132,"children":284},[285],{"type":50,"children":286},[287,294],{"url":288,"type":289,"children":290},"https://newengen.com/insights/creative-operations/","link",[291],{"type":53,"marks":292,"value":293},[72],"What Is Creative Operations?",{"type":53,"value":295},"\nHow to build the systems and workflows that connect creative production with marketing performance.",{"type":132,"children":297},[298],{"type":50,"children":299},[300,306],{"url":301,"type":289,"children":302},"https://newengen.com/insights/psychographic-segmentation/",[303],{"type":53,"marks":304,"value":305},[72],"What Is Psychographic Segmentation?",{"type":53,"value":307},"\nHow deeper audience insight can lead to more relevant creative.",{"type":132,"children":309},[310],{"type":50,"children":311},[312,318],{"url":313,"type":289,"children":314},"https://newengen.com/insights/creative-fatigue/",[315],{"type":53,"marks":316,"value":317},[72],"What Is Creative Fatigue?",{"type":53,"value":319},"\nHow to identify and address declining ad performance.",{"type":132,"children":321},[322],{"type":50,"children":323},[324,330],{"url":325,"type":289,"children":326},"https://newengen.com/insights/meta-creative-diversification/",[327],{"type":53,"marks":328,"value":329},[72],"Creative Diversification vs. Creative Iteration",{"type":53,"value":331},"\nHow meaningful creative variety differs from producing more versions of the same concept.",{"type":132,"children":333},[334],{"type":50,"children":335},[336,342],{"url":337,"type":289,"children":338},"https://newengen.com/insights/generative-ai-in-advertising/",[339],{"type":53,"marks":340,"value":341},[72],"How Should Brands Use Generative AI in Advertising?",{"type":53,"value":343},"\nWhere AI can accelerate creative production and where human judgment remains essential.",{"type":132,"children":345},[346],{"type":50,"children":347},[348,354],{"url":349,"type":289,"children":350},"https://newengen.com/insights/incrementality-testing-marketing/",[351],{"type":53,"marks":352,"value":353},[72],"What Is Incrementality Testing?",{"type":53,"value":355},"\nHow marketers can determine whether an investment caused additional growth.",{"type":67,"level":68,"children":357},[358],{"type":53,"marks":359,"value":360},[72],"Is the 2026 Disruptor Growth Playbook Free?",{"type":50,"children":362},[363],{"type":53,"value":364},"Yes. Complete the form to download the full playbook at no cost.",{"type":67,"level":68,"children":366},[367],{"type":53,"marks":368,"value":369},[72],"How Can You Build a Creative System That Compounds?",{"type":50,"children":371},[372],{"type":53,"value":373},"Producing more assets will not solve a fragmented growth model.",{"type":50,"children":375},[376],{"type":53,"value":377},"The advantage comes from connecting audience understanding, creative, media, experimentation, and measurement so every campaign improves what happens next. 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Instead of treating creative as a collection of campaign assets, it turns creative into a continuous source of audience signal and performance learning.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What Will You Learn From the 2026 Growth Playbook?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"The guide covers how to build personas on psychology and behavior, diversify creative by motivation, use creators and authenticity to build trust at scale, connect testing and content sources to one activation plan, design measurement for effectiveness, run brand and performance as one program, and earn visibility in AI answers.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Who Should Read the 2026 Growth Playbook?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"The playbook is designed for CMOs and senior marketing leaders at early- to mid-stage consumer brands, growth leaders with concentrated channel mixes, lean creative and media teams, brand leaders deciding how AI fits into production, creator, affiliate, and performance teams working across disconnected programs, and leaders raising capital or expanding into physical retail who need defensible measurement.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"What Is Included in the Download?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"The free guide includes a six-action creative-led growth framework built for disruptor brands, practical models for audience strategy, creative, testing, and measurement, new case studies from disruptor brands in the New Engen portfolio, guidance from brand-side and platform leaders, and ten action items to prioritize.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"Is the 2026 Disruptor Growth Playbook Free?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Yes. Complete the form to download the full playbook at no cost.\"\n          }\n        },\n        {\n          \"@type\": \"Question\",\n          \"name\": \"How Can You Build a Creative System That Compounds?\",\n          \"acceptedAnswer\": {\n            \"@type\": \"Answer\",\n            \"text\": \"Producing more assets will not solve a fragmented growth model. The advantage comes from connecting audience understanding, creative, media, experimentation, and measurement so every campaign improves what happens next. For disruptors, that system becomes a moat because it gets sharper with every brief and harder to copy the longer it runs.\"\n          }\n        }\n      ]\n    }\n  ]\n}\n\u003C/script>",{"title":454,"description":455,"image":456},"2026 Disruptor Playbook: Build a Creative-Led Growth System","Download New Engen's 2026 Disruptor Growth Playbook to help consumer brands connect creative strategy, media, experimentation, and measurement in one system.",{"url":457},"https://www.datocms-assets.com/151374/1790010695-thumbnail-2026-growth-playbook-disruptors.png",[459,484,513],{"slug":460,"title":461,"date":462,"categories":463,"thumbnail":468,"thumbnailStyle":11},"camp-new-engen-2026-recap","Inside Camp New Engen 2026: Where Marketing Leaders Came to Think, Connect, and Recharge","2026-05-26",[464],{"id":465,"slug":466,"title":467},"agDKqj5wSo2wTaPYBuhzSQ","in-the-news","In The 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Brands in 2026","2026-01-10",[],{"alt":519,"title":515,"focalPoint":520,"width":521,"height":522,"thumbnail":523,"small":524,"medium":525,"responsiveImage":526},"Flat illustration of a smartphone displaying a creator on screen, with a play button and heart reaction icon, representing creator video content on mobile",{"x":13,"y":13},1672,941,"https://www.datocms-assets.com/151374/1783542732-chatgpt-image-jul-8-2026-01_09_05-pm.png?auto=format&fit=max&h=600&q=85&w=600","https://www.datocms-assets.com/151374/1783542732-chatgpt-image-jul-8-2026-01_09_05-pm.png?auto=format&fit=max&h=1000&q=85&w=1000","https://www.datocms-assets.com/151374/1783542732-chatgpt-image-jul-8-2026-01_09_05-pm.png?auto=format&fit=max&h=1500&q=85&w=1500",{"srcSet":527,"webpSrcSet":21,"sizes":528,"src":529,"width":521,"height":522,"aspectRatio":530,"alt":519,"title":515,"base64":531,"bgColor":532},"https://www.datocms-assets.com/151374/1783542732-chatgpt-image-jul-8-2026-01_09_05-pm.png?auto=format&dpr=0.25&fit=max&h=2440&q=85&w=2440 418w,https://www.datocms-assets.com/151374/1783542732-chatgpt-image-jul-8-2026-01_09_05-pm.png?auto=format&dpr=0.5&fit=max&h=2440&q=85&w=2440 836w,https://www.datocms-assets.com/151374/1783542732-chatgpt-image-jul-8-2026-01_09_05-pm.png?auto=format&dpr=0.75&fit=max&h=2440&q=85&w=2440 1254w,https://www.datocms-assets.com/151374/1783542732-chatgpt-image-jul-8-2026-01_09_05-pm.png?auto=format&fit=max&h=2440&q=85&w=2440 1672w","(max-width: 1672px) 100vw, 1672px","https://www.datocms-assets.com/151374/1783542732-chatgpt-image-jul-8-2026-01_09_05-pm.png?auto=format&fit=max&h=2440&q=85&w=2440",1.7768331562167907,"data:image/jpeg;base64,/9j/4AAQSkZJRgABAQAAAQABAAD/2wCEAAoHBwgHBgoICAgRDxYSDhgQDg4ODhENDRENFx8ZGBYTFhUaHysjGh0oHRUWJDUlKC0vMjIyGSI4PTcwPCsxMi8BCgsLBQUFEAUFEC8cFhwvLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vLy8vL//AABEIAA4AGAMBIgACEQEDEQH/xAAYAAEAAwEAAAAAAAAAAAAAAAAGAQMHAP/EACAQAAICAQMFAAAAAAAAAAAAAAIDAAFRBAUREhQlQXH/xAAWAQADAAAAAAAAAAAAAAAAAAAAAgP/xAAUEQEAAAAAAAAAAAAAAAAAAAAA/9oADAMBAAIRAxEAPwDP0gRnVXFSNt8d1XiFlusXDxXuJ+/YO28ViIgN6hNK1BfZMrNxNcV3mdAP/9k=","#f4786d",{"relatedText":534},"\u003Cdiv>\n\u003Cdiv>\u003Cspan> Want to learn more? \u003Ca href=\"https://newengen.com/contact\">Get in touch\u003C/a> \u003C/span>\u003Ca href=\"mailto:info@newengen.com\" target=\"_blank\" rel=\"noopener\">\u003Cspan>\u003C/span>\u003C/a>\u003Cspan> or connect with us on \u003C/span>\u003Ca href=\"https://www.linkedin.com/company/newengen\" target=\"_blank\" rel=\"noopener\">\u003Cspan>LinkedIn\u003C/span>\u003C/a>\u003Cspan>.\u003C/span>\u003C/div>\n\u003C/div>",1793130488881]