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.
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"I could say I ?like? Beyond Disruption. A lie. I love this book. I can say unequivocally that no piece of business writing has ever dovetailed better with my ?disruptive? . . . now ?beyond disruptive? . . . view of the world. If you don?t intend to raise hell, why bother to get up in the morning?" ?Tom Peters, author of In Search of Exellence, Thriving on Chaos, Liberation Management, The Circle of Innovation, The Pursuit of WOW!, and The Brand You 50, among others
"Beyond Disruption is not a book about advertising. It is a provocative challenge to companies to rethink the way they conduct business, the way they innovate, and the way they seek to stay competitive. It should be required reading by all those who are seeking to gain or retain a competitive edge." ?Denis Hennequin, Chairman and Chief Executive Officer, McDonald?s France
"Having disrupted thinking about brand development, Dru and his colleagues have extended the reach of their Disruption process to advertising, marketing, and even the agency itself. This is thinking that is relevant for the development of any organization?s strategy." ?James Heskett, Professor Emeritus, Harvard Business School
"Jean-Marie Dru and his colleagues have continued to push their thinking on the concept of Disruption. This volume contains an extensive set of new stories and applications that will be invaluable to companies who want to escape stagnation by upsetting the existing equilibrium in their industry." ?Adrian Slywotzky, Vice President, Mercer Management Consulting, author of Value Migration; coauthor of The Profit Zone, Profit Patterns, and How Digital is Your Business?
"In Disruption, Jean-Marie Dru described a new way to think about marketing and brands. Beyond Disruption provides a set of case studies that demonstrate the benefits of disruptive thinking, offers a set of tools to help you think disruptively, and suggests a methodology to begin your own disruptive journey. Don?t think of it as a ?how-to? book. Think of it as a ?what-if? book." ?Alan Webber, Founding Editor, Fast Company magazineFrom the Inside Flap:
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.
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