THE POWER OF DISRUPTIVE NARRATIVES IN UNCERTAIN TIMES

By The Malketeer

The upcoming Malaysian state elections in six states will be an extremely interesting study and litmus test in the power of disruptive narratives.

A disruptive narrative refers to a storytelling approach that challenges the status quo, breaks away from traditional messaging, and creates a new and compelling narrative around a brand, product, or an idea.

Let us first explore some ways in which disruptive narratives wields power in marketing.

Redefining norms

Disruptive narratives allow brands to differentiate themselves from competitors by presenting a fresh perspective or redefining existing norms. By challenging conventions, they can position themselves as innovative, bold, and forward-thinking, setting themselves apart from the competition.

Emotional resonance

Disruptive narratives often tap into emotions, creating a strong connection with the target audience. They can evoke feelings of surprise, joy, inspiration, or even provoke thought and introspection. By triggering emotional responses, brands can forge deeper bonds with consumers, making them more likely to engage and share the narrative.

Sticky and shareable

Disruptive narratives have the potential to be memorable and shareable. When a brand’s story breaks away from the expected, it tends to stick in people’s minds, making them more likely to remember and share it with others. This can lead to increased brand awareness, word-of-mouth referrals, and viral marketing effects.

Trust and loyalty

Disruptive narratives can convey a sense of authenticity and transparency. By challenging established norms and being unafraid to speak their mind, brands can appear more genuine and relatable to consumers.

This authenticity can foster trust and loyalty, as customers are drawn to brands that align with their values and beliefs.

Passionate advocacy

Disruptive narratives have the power to turn customers into brand advocates. When a brand’s story resonates deeply with individuals, they are more likely to become passionate advocates who champion the brand, defend its values, and spread its message organically.

Disruptive narratives in political campaigns

With the recent dissolution of state assemblies, disruptive narratives can be creatively used during the upcoming elections in Malaysia to engage voters, capture attention, and differentiate political parties.

What are some of the strategies for leveraging disruptive narratives in political marketing?

Embracing digital channels

Utilise digital platforms such as social media, websites, and email marketing to disseminate disruptive narratives. Engage with voters directly through interactive content, live videos, and tailored messages. Leverage social media influencers and online communities to amplify the reach of your narrative.

Bread-and-butter concerns

Craft narratives that are authentic, relatable, and tailored to address the bread-and-butter concerns and aspirations of the electorate. Use real stories and testimonials to connect with voters emotionally. Highlight how your party’s policies and initiatives will positively impact the lives of the electorate.

Good governance

Emphasise transparency in your narratives, showcasing your party’s commitment to accountability and good governance. Communicate how your party plans to tackle corruption, promote transparency in decision-making, and involve citizens in the political process.

Grassroots engagement

Empower grassroots activists and volunteers to become ambassadors for your party’s disruptive narratives. Encourage them to share their experiences and engage with voters in their communities. Use storytelling techniques to create narratives that resonate with local issues and concerns.

Participatory campaigning

Involve voters in your campaign through participatory activities. Organise town halls, focus groups, and online surveys to gather feedback and input from constituents. Incorporate their voices and ideas into your narratives, demonstrating that your party values their opinions and actively seeks to address their needs.

Data-driven targeting

Leverage data analytics to identify key voter segments and tailor your narratives accordingly. Use demographic, socio-economic, and psychographic data to create customised messaging that speaks directly to specific voter groups. This approach can help increase the effectiveness of your disruptive narratives by reaching the right people with the right message.


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The APPIES is an annual event that presents a rare opportunity for creative, media, digital and marketing agencies or brands to present their best campaigns to the industry.

This is the only event where Live Presentations meets Live Judging.

Similar to TED Talks, The APPIES is the chance for great presenters with outstanding work to show it off to some of the industry’s most important industry leaders.

This year’s winners will receive Gold, Silver or Bronze trophies for 21 categories, and 6 special Best of Best categories (red trophies) that require no submissions!

Campaign entries must have run between June 2023 to May 2024

Submissions Deadline
30th June 2024

APPIES Festival – Judging & Presentations
11th – 12th July 2024 (Malaysia)

 

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