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Synopsis: Praise for Disruption.
"Dru offers not just a convincing context but a successful methodology for breaking out of creative ruts. There's nothing like stirring up a little turbulence to get new thoughts flying. In this book, Dru tells how to pump new energy into brands, with fresh, even revolutionary thinking."—Aldo Papone.Senior Advisor, American Express Company.
"Dru's advertising theories in Disruption are nontraditional, which is exactly what you need to regain the interest and trust of today's consumers."—Scott Bedbury Senior Vice President, Marketing, Starbucks Coffee Company.
"Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there."—Richard Branson Founder and Chairman of Virgin Group of Companies
"I read Disruption with admiration and recognition. The neat marketing premise of disruption, as articulated, is brilliant. The case studies are compelling . . . making this an unusually easy read."—Owen J. Lipstein Editor-in-Chief, Psychology Today, Spy, Mother Earth News.
"I enjoyed reading Jean-Marie Dru's book and found myself nodding my head rather than nodding off. It's a timely and well-argued reminder of the need to be different."—David Abbott.Chairman, Abbott Mead Vickers BBDO Ltd.
"Dru offers a truly absorbing compendium of the what, how, and why of creating advertising that takes consumers by surprise—advertising that is different but effective. He offers a distinctive approach to discovering unconventional but sensible ideas for brands and for the advertising that supports them—in print, TV, or the Internet."—Stephen A. Greyser Professor of Marketing/Communications, Harvard Business School
"Disruption is a catalyst of the imagination, an invaluable guide for rejecting conventionality, ideas which have always been at the heart of MTV."—Bill Roedy CEO, MTV International.
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 business people who understand the value of creativity.
Review: 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.
Title: Disruption: Overturning Conventions And ...
Publication Date: 1997
Book Condition: Good
Book Description - -. Hardcover. Condition: Very Good. This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 6545-9780471190844
Book Description Wiley, 1997. Condition: Very Good. 1st Edition. Great condition for a used book! Minimal wear. Seller Inventory # GRP113420750
Book Description -. Hardcover. Condition: Very Good. Disruption: Overturning Conventions and Shaking Up the Marketplace (An Adweek Book) This book is in very good condition and will be shipped within 24 hours of ordering. The cover may have some limited signs of wear but the pages are clean, intact and the spine remains undamaged. This book has clearly been well maintained and looked after thus far. Money back guarantee if you are not satisfied. See all our books here, order more than 1 book and get discounted shipping. Seller Inventory # 7719-9780471190844
Book Description Wiley, 1997. Condition: Good. A+ Customer service! Satisfaction Guaranteed! Book is in Used-Good condition. Pages and cover are clean and intact. Used items may not include supplementary materials such as CDs or access codes. May show signs of minor shelf wear and contain limited notes and highlighting. Seller Inventory # 0471190845-2-4
Book Description John Wiley, 1997. Hardcover. Condition: Almost Fine. Dust Jacket Condition: Almost Fine. 1st Edition. 1st edit full line - Just cleared a closing down Book Shop - Book in almost fine condition (New & unopened) D/j again almost fine - Guaranteed posting 24hrs ST73 Size: 8vo - over 7¾" - 9¾". Seller Inventory # 009285
Book Description Wiley, 1997. Hardcover. Condition: New. 1. Seller Inventory # DADAX0471190845
Book Description Wiley, 1997. Hardcover. Condition: Good. Seller Inventory # SONG0471190845
Book Description Condition: New. New. Seller Inventory # S-0471190845