Product Description

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.

Product Details

• Amazon Sales Rank: #79810 in Books
• Published on: 2002-04-15
• Original language: English
• Binding: Hardcover
• 304 pages

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)

Book Info
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. Required reading by all those who are seeking to gain or retain a competitive edge.

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.

Customer Reviews

Superb for reminding us all to hold onto our own creativity!
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!

Simply Stated: A Great Book!
Dru successfully outlines the creation, development and deployment of 'disruptive' marketing strategies used on some of today's most successful brands including Apple and Absolute. In addition, he helps you get an understanding of why disruptive thinking is important, and in many cases, essential for the everyday entrepreneur. The visuals in the book certainly help and the well-organized structure of the content makes for a good read. Advertising and marketing folks, you won't be let down.

Beyond Disruption really goes beyond Dru's first book
This book is valuable because [finally] there are case histories of how Dru's Disruption theory actually works in the marketplace.
Dru wrote intro and then drew on his network of TBWA offices to report on how they've been successfully applying this dramatic communication theory for clients over last half decade. If you're interested in how to get your advertising and marketing to be heard and absorbed by the consumer, it's worth a read.
Andrew Jaffe, Adweek Books