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Book Condition:This item is fairly worn, but continues to work perfectly. Signs of wear can include aesthetic issues such as scratches, dents, worn corners, bends, tears, small stains, and partial water damage. All pages and the cover are intact, but the dust cover may be missing, if applicable. Pages may include excessive notes and highlighting, but the text is not obscured or unreadable. Satisfaction Guaranteed.
Comment: This item is fairly worn, but continues to work perfectly. Signs of wear can include aesthetic issues such as scratches, dents, worn corners, bends, tears, small stains, and partial water damage. All pages and the cover are intact, but the dust cover may be missing, if applicable. Pages may include excessive notes and highlighting, but the text is not obscured or unreadable. Satisfaction Guaranteed.
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"Rebound" by Kwame Alexander
Don't miss best-selling author Kwame Alexander's "Rebound," a new companion novel to his Newbery Award-winner, "The Crossover," illustrated with striking graphic novel panels. Learn more
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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.
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.
There are a few great truths here spread out among a good bit of superfluous material, but the truths are worthy of a read. The essential gem of the book is properly communicated in the title. If you want to make an omelette, you have to break some eggs. The trick is knowing when to take a risk and then managing that risk to achieve a desirable outcome. That is the heart of the book. Dru often digresses into lengthy asides and stories that don't always illustrate or relate to her point. For example, I now know more than I care to know about her views on the differences between the American and European consumer. (Frankly she contradicts herself here.) Naturally there are cultural nuances that must be taken into account with most any marketing assignment, but having said that, she should have moved on and made that the subject of another book. The important thing, in marketing and in business, is to sell product. No one cares much about winning awards, except for the creative and art directors. In the end, the consumer votes with his dollar, yen, peso or euro. That's the award that really counts, and toward that end, a little 'disruption' is a good thing!
I felt the book was written for me and the process I have gone thru to develop a disruptive products that consumers understand but retailers are afraid it will rreduce the amount of product they sell, 3 major retailers said the product was superior to any they had in their store BUT my product was so good it would invalidate other like items in their inventory.
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.
If you ask me, this book belongs right up there with "Positioning" as one of the all time must-reads, not only for marketers and advertising people, but really for anyone in business. And while it was published in the mid-90s, it couldn't be more relevant today. At heart, what Mr. Dru says (and then supports with many examples) is that the only path to genuine business success is to fly in the face of conventional thinking. Mr. Dru's background is as the leader of a large advertising agency; so many of his examples come from this area. However, as he points out, taking the safe route in almost any business endeavor-product development, business process design or marketing communications-is often the most dangerous course. Because any business activity that fails to disrupt, i.e. break with the norm, is unlikely to attract much attention (or business). Which, at a time when revenue and earnings growth is stagnant for most firms, and the tools of financial engineering all but exhausted, would seem to point to this new "best practice". Read this book and then inject a massive amount of disruption into the thinking that powers your enterprise.
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.
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