Beyond Disruption: Changing the Rules in the Marketplace [Hardcover]

Jean-Marie Dru (Author)

Book Description

Publication Date: April 12, 2002 | Series: Adweek Books

The sequel to the best-selling Adweek book, Disruption, this book shows the wider application of the concept as it affects vision, strategy, creativity and media marketing. Jean Marie-Dru describes disruption as a universal language of change that allows advertisers from all over the world to form a common strategy. In this book, Dru explores the wide-reaching ramifications of disruption: for instance, how disruption can be seen at work in emerging, rebellious or unreceptive markets; how disruption can transform vision into insight; how disruption can affect communication and lead to cross-fertilization of ideas; how disruption relates to design; examples of disruptive companies and campaigns; and how disruption can lead to connectedness.

Editorial Reviews

Review

"...this excellent book..." (Electronic Commerce Guide, 13 July 2002)

Named the 'Must Read Marketing book' (Campaign, 27 September 2002)

"...book of the week..." (The Sunday Times, 13 October 2002)

"...the book is a whirlwind ride packed full of ideas and genuine insights..."(Marketing, 9 January 2003)

"...Marketing Mix: Book of the week...the book is a whirlwind ride packed full of ideas and genuine insights..." (Marketing (WWW), 11 February 2003)

From the Inside Flap

Beyond Disruption

In his influential and popular Disruption, Jean-Marie Dru showed you how to break free from conventional business thinking, unleash creativity, and shape a radical new vision of a product, brand, or service. Now, this international advertising and marketing authority leads an all-star team of his TBWA colleagues to show you that companies can use Disruption to create and manage change at all levels of their organization.

This mind-opening guide demonstrates that Disruption is more than a foolproof methodology for creating breakthrough advertising and marketing campaigns. It is a groundbreaking new language for the global economy that forges links between vision, creativity, strategy, operations, product development, media marketing-every facet of a business organization.

Beyond Disruption shows you how to use this powerful language to identify new markets, develop new products, revamp brands, invent new organizations, trigger cultural changes, suggest new distribution channels, and more. Through real-world examples of Disruption at work for global brands such as Apple computers, Nissan cars, Nivea skincare products, and for category killers such as Sony PlayStation, Absolut vodka, and McDonald's restaurants, you will discover how Disruption leads to radical departures from conventional thought and how these unorthodox ideas transform brands and companies into worldwide champions.

Beyond Disruption is must reading for account planners, marketers, advertisers, and anyone who wants to transcend the mundane and compete on a whole new level. Read this book and discover how to leapfrog your competitors-and leave the also-rans in the dust.

See all Editorial Reviews

Product Details

• Hardcover: 304 pages
• Publisher: Wiley; 1 edition (April 12, 2002)
• Language: English
• ISBN-10: 0471218995
• ISBN-13: 978-0471218999
• Product Dimensions: 6.4 x 1 x 9.2 inches
• Shipping Weight: 1.6 pounds
• Average Customer Review: 4.5 out of 5 stars  See all reviews (6 customer reviews)
• Amazon Best Sellers Rank: #323,458 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

2 of 2 people found the following review helpful

4.0 out of 5 stars Superb for reminding us all to hold onto our own creativity! November 19, 2002

By Dylan Hunter

Format:Hardcover

I truly and thoroughly enjoyed this book! It reminded me what it was that got me into this line of work in the first place. This book focuses the reader on using creativity to look at the world in a different manner, and create truly differentiable advantage thereby, and the energy and excitement that I took from it were absolutely wonderful.The book is team-written by a series of folks at TBWA\, (one of the largest ad agencies in the world) and there are definite portions of the book that are only of value to people outside of the ad world in dealing with folks inside, (most notably, the entire third section of the book, which you can honestly skip) and there are some chapters written by Dru's team that contradict some of his basic tenets, but don't let either of these put you off. The case studies, base lessons and some of the discussions about methodologies are highly portable, and certainly can lead to a strong and very valuable transformation in your practices and company, if taken to heart.It will focus you and your co-workers on defining and fulfilling the grandeur of the mission you're on, (regardless of industry or product segment) with the benefits accruing in direct proportion to how widely you can introduce this mindset and maintain the excitement, (much of it self-perpetuating) to your environment.And one very cute suggestion that has immediate value to us all: a company was having a very difficult time with actual output not being achieved due to both the quantity and time span of meetings, (sound familiar?). Dru and his team's suggestion, which was implemented to great success? Remove all chairs from the conference room. Imagine how quickly meetings can be over if everyone has to stand during the entire discussion!

1 of 1 people found the following review helpful

5.0 out of 5 stars Great insight into TBWA/Chiat/Day's strategy July 11, 2007

By Su Chan

Format:Hardcover|Amazon Verified Purchase

Hving read the first book "Disruption", I'm glad that Jean Marie Dru has decided to compile case studies on how Disruption works in the market place with this new book. I also liked the fact that he invited prominent people in the TBWA family to write about disruption in their markets (they even have a section on Asian Markets). This book is a great book for anyone going into the world of advertising. It helped me as student to improve my creative thinking and the way I think about strategy! Now that I'm in the business, I actually occasionally refer to this book when I'm stuck on something.

To me, I feel Disruption and Beyond Disruption are the "Hey Whipple" books for Strategy and should be an inspiration to anyone who works on the strategy side of the business.

1 of 1 people found the following review helpful

5.0 out of 5 stars Challenging Convention To Locate & Exploit Its Failings November 6, 2006

By Roger Peter Marec VINE™ VOICE

Format:Hardcover

You need this book and a little disruption if you:

1. Have lost your role as the center of category value

2. Are relying on deals and costly promotions

3. Are feeling invincible

4. Competitor's products are flying off of the shelves

5. Competitor's customers are more active than yours

6. Your customers of today looks exactly like your customers of yesterday

7. Or, you can't articulate a clear vision of your future.

With the proliferation of similar products it takes a disruptive approach to get a customer's attention. You must get into their heart, under their skin and make news! This has been shown to be highly beneficial in marketing. It has recently been shown that 'disruption' is beneficial anywhere where convetion has strongly taken root.

There are three consecutive themes that Jean-Marie Dru offers as a plan to keep up the necessary innovation. They are:

1. Study, observe and list what is considered conventional in your field.

2. Challenge these conventions with new ideas

3. Visioneering - envision and act upon the most possible and exciting ideas.

Many, many examples are given throughout the book using companies that we are all familiar with. Included is an outline of how to carry out your own disruption workshops to create positive change.

5 Stars