J. R. Little is the head of global innovations at Carat Productions, which is part of Dentsu Aegis Network, the global network innovating the way brands are built. His job “is to help companies innovate, stand out, disrupt and to deflect disruption”. What does this even mean and why would we want to disrupt a company’s brand? "Fall in love with advertisers, fall in love with experiences and fall in love with technology."– J.R. Little There has been a lot of change in the past few years, whether that is how we consume TV or radio, drive our cars, shop and use our phones. J. R. says we need to use that information if we want to grow our brands in radio, even if it means doing things that push us out of our comfort zones. And THAT might mean using Snapchat! In this talk given at the Radio Festival 2015, you are encouraged to “disrupt or be disrupted”, embrace new technology, collaborate with other companies, take your content onto different platforms and take a more creative approach to branding.