Beyond disruption

Beyond disruption

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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.VWa#39;s aquot;Drivers Wantedaquot; campaign connects idiosyncratic consumer attitudes and behaviors with key vehicles, from the slackers and goof balls in Golf ads (aquot;Da Da Daaquot; and aquot;Mr. Robotoaquot;) to the not-so-confident grown-ups for Passat (aquot;Five Second Ruleaquot;). ... functional solution of getting from here to there; they need to be back in charge of their schedule, and TGV delivers that better than air or car transport.

Title:Beyond disruption
Author:Jean-Marie Dru
Publisher:John Wiley & Sons Inc - 2002


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