Disruption: Overturning Conventions and Shaking Up the Marketplace (Adweek Magazine Series) (Hardcover)

~ (Author) "DISRUPTION IS A way of thinking..." (more)
Key Phrases: disruption format, tangible ideas, consumer insights, United States, United Kingdom, Oil of Olay (more...)

Editorial Reviews

Amazon.com Review

Disruption: Overturning Conventions and Shaking Up the Marketplace is veteran advertising industry executive Jean-Marie Dru's iconoclastic proposal for replacing business-as-usual advertising and marketing philosophies with radical new thinking. He contends that this shift in thought will better position new and established products, brands, and services for the competitive battles to come. Dozens of laudable examples--from Oil of Olay and FedEx to TAG Heuer and Saturn--are fully examined, and suggestions for successfully employing their techniques are offered.

From Library Journal

Drawing from experiences as the founder and chair of a global advertising agency, Dru gives us this practical, refreshing approach to thinking about international advertising. His compelling concept of "disruption" is a three-step reasoning process for creating a set of new visions for successful growth. Dru first explores how firms can get in a rut with their advertising strategies. He then offers hundreds of examples of advertising in Europe, the United States, and Japan to explore cultural differences and government rules and regulations about advertising. Dru's last section provides more detail and looks toward the future. Rich with examples, this timely book is recommended for advertising-agency and marketing professionals as well as for corporate executives, consultants, and advanced students and academicians.
Joseph W. Leonard, Miami Univ., Oxford, Ohio
Copyright 1996 Reed Business Information, Inc.

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Product Details

• Hardcover: 256 pages
• Publisher: Wiley; 1 edition (October 7, 1996)
• Language: English
• ISBN-10: 0471165654
• ISBN-13: 978-0471165651
• Product Dimensions: 9 x 6 x 1.1 inches
• Shipping Weight: 1 pounds (View shipping rates and policies)
• Average Customer Review: 3.7 out of 5 stars  See all reviews (11 customer reviews)
• Amazon.com Sales Rank: #63,997 in Books (See Bestsellers in Books)

Customer Reviews

Most Helpful Customer Reviews

7 of 7 people found the following review helpful:

5.0 out of 5 stars Hey, My Competitors, Please don't read this book., November 27, 1998

By A Customer

Why there are only few different and successful advertising campaigns even though everybody is talking about the differentiation in advertising meeting, planning book and creative meeting. This book shows how to develope the different and effective advertising campaigns you wish to create. The concept of this book is so clear and easy to understand. Most of all, over 100 disruptive campaign cases are the heart of this book. I could understand the strategic background of numerous great advertising campaigns which I have seen before in real advertising field.

5 of 5 people found the following review helpful:

5.0 out of 5 stars Not just advertising, a different way of looking at life., February 14, 2000

By	Biswajit Dey (Mumbai, India) - See all my reviews (REAL NAME)

The most fascinating aspect of Jean-Marie Dru's book is that it gives you a new way of looking at things... Of finding solutions to problems... Be it in advertising or in any other profession. In `Disruption', Dru sets up a premise for questioning conventional patterns and methods in order to move forward and beyond. To create path-breaking solutions in terms of strategies and communication. And, in support of his ideas, Dru provides examples from the world of advertising, where the forces of `disruption' have indeed created memorable brands all around the world. Some, even before the publication of this book. Although the core idea in `Disruption' originates in advertising, it actually transcends any trade or profession and influences the very essence of life itself. As Dru puts it succinctly in the preface of his book, 'Disruption is at once a method, a way of thinking, a state of mind.' This book is sure to change the way you look at advertising, and your life.

4 of 4 people found the following review helpful:

4.0 out of 5 stars Wonderful modeling excercise in creativity, July 23, 1998

By A Customer

The most striking part about the book is the fluid model that the author proposed. In today's world of deterministic modeling, it is refreshing to find that someone has taken the trouble to create a model that has no set boundaries, no set method, yet is applicable. And produces results too, as in the case of BMW or Danone. This is a must read for anyone who is interested in a career in advertising.