Beyond Disruption: Changing the Rules in the Marketplace
"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 magazine
Table of Contents
Introduction (J. Dru).
Seven Disruption Stories.
America, the Disruptive Brand (C. Scott and T. Carroll).
Disruptive Organizations (A. Charbonneau).
Disrupting Marketing Conventions (D. Hackworthy and I. Leslie).
DISRUPTION AT WORK.
First Impressions (N. Dawson).
State of the Art (J. Hunt and M. Jamieson).
Workshops (J. Hunt and M. Johnson).
Tools (F. Clancy).
Disruption across Disciplines (G. Hilton and A. Maclean).
Street-Level Disruptions (Anna, Johan, Claes, Albin and Friends).
Tactile Disruptions (L. Gavin).
Disruption On-line (H. Albrecht, et al.).
Disruption, Interruption, Permission (L. Coots).
Disruptive Media Planning (M. Karo).
Disruption in Political Advertising (T. Beattie and R. Alexander).
Disruption in Emerging Markets (G. Heron and S. Mahapatra).
The Luxury of Disruption (A. Stagliano).
Insights (R. Monturo).
Connections (N. McLean).
A New Business Model (R. Birge and D. O'Malley).
Conclusion (J. Dru).