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: #343078 in Books
• Published on: 2002-04-15
• Original language: English
• Dimensions: .89" h x 6.32" w x 9.22" l, 1.61 pounds
• 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.