Beyond Disruption: Changing the Rules in the Marketplace

by Jean-Marie Dru

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.

Genres: Business, Nonfiction

304 pages, Hardcover

First published April 12, 2002

Reviews

[Vincent · Rating 1 out of 5]

Entirely fluff and filler. The authors write for hundreds of pages and despite all the laws of entropy manage to say purely nothing of consequence.

[Sean · Rating 2 out of 5]

More of a promotional piece for TBWA Chiat Day than anything. No real meat here. They drink their own kool-aid, thinking their special, when every agency has their victories now and then.

[Erick]

Where can I found this book?

[Stacie · Rating 4 out of 5]

John Bellina, creative consultant from Ricochet Ideas, recently referred to this book at our Guides meeting. It's considered a branding bible among some. Looks like a fascinating read.