Success through innovation requires continuous disruption. Disruptive brands tend to grow in leaps and bounds, changing the trajectory of consumers' viewpoint of the brand and marketplace. They often shape the culture itself in innovative ways - Apple, for example, broke all of the existing norms and conventions, creating consumer advocates that evangelise for the brand. Richard Branson said, "Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there." This article lists the 25 top disruptive brands of 2015.