Disruption: Overturning Conventions and Shaking Up the Marketplace / Edition 1

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disruption Disruption? It's nothing new. Just look at any of the breakthrough business ideas of the last thirty years-from Federal Express overnight delivery to Saturn's fixed sticker price-and you'll see a perfect example of the principle of disruption in action. Still, do you really understand what makes these ideas great? On an intuitive level, maybe, but can you articulate it clearly, reproduce it to create your own business breakthroughs, and make it an integral part of how your company operates? Probably not-unless, of course, you're already familiar with the principles and practices spelled out in Disruption, the groundbreaking new book by global advertising and marketing authority Jean-Marie Dru. To put it simply, disruption is about uncovering the culturally embedded biases and conventions that shape standard approaches to business thinking and get in the way of clear, creative thinking. It's about shattering those biases and conventions and setting creativity free to forge a radical new vision of a product, brand, or service. It's about spearheading change rather than reacting to it. In Disruption, Dru shows you how to harness the enormous potential of this concept. He introduces innovative strategies for breaking down creative barriers and shows you how to analyze traditional approaches from new perspectives. Next, he provides valuable tools for identifying and cataloging conventions, including "what if," "multicultural analysis," and the "disruption bank." He then demonstrates-with the help of dozens of galvanizing examples from around the world-how to apply this knowledge systematically to create innovative competitive strategies, marketing campaigns, and operations plans that can revitalize your company or department. Disruption is must reading for all advertising and marketing professionals, as well as businesspeople who understand the value of creativity.

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Editorial Reviews

From the Publisher
"The impact this work has had on the industry is visible everywhere" (The Drum, October 17th 2008)
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
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Product Details

  • ISBN-13: 9780471165651
  • Publisher: Wiley
  • Publication date: 10/21/1996
  • Series: Adweek Magazine Series, #1
  • Edition number: 1
  • Pages: 256
  • Sales rank: 878,511
  • Product dimensions: 9.00 (w) x 6.00 (h) x 0.69 (d)

Meet the Author

JEAN-MARIE DRU is cofounder and Chairman of the BDDP Group, a Paris-based global advertising agency with offices in 27 countries and annual billings of $1.5 billion. BDDP is the parent company of Wells Rich Greene, whose accounts include Ford, Oil of Olay, Chase Manhattan, and Clairol. Prior to founding BDDP, Dru was Executive Creative Director at Saatchi & Saatchi in Paris and CEO of Young & Rubicam in Paris.

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Table of Contents









Disruption Methodology.

Disruption Sources.


Disruption in the Information Age.

Disruption and the Role of the Agency.

Disruption Web Site.



Advertising Campaigns.


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  • Anonymous

    Posted December 14, 2002

    High Octane Idea fuel

    I just finished this book and I have to say that it is a great book packed with practical applications for all types of businesses and life choices. Of course brand marketing, PR and advertising professionals will find examples directly relevant to their fields but I think this book will be useful to people in other fields who are interested in guidelines for out-of-the-box thinking. Dru called his book Disruption, but it could easily be called Innovation. But calling it Innovation wouldn¿t be very disruptive now would it?

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