I'm scared of it.
There are good ideas in here, but the tone of voice isn't as clear and warm as "Ogilvy on Advertising."
Beyond Disruption seems designed to intimidate people with MBA's who commission creative services-or maybe
that's my excuse for not slogging my way through the whole thing =)
TBWA is one of the best ad agencies in the world, they do apple's global advertising and are led by Lee Clow,
so for those reasons alone maybe I should finish the book and update this review later =)
Great insight into TBWA/Chiat/Day's strategy
Hving read the first book "Disruption", I'm glad that Jean Marie Dru has decided to compile case studies on how Disruption works in the market place with this new book. I also liked the fact that he invited prominent people in the TBWA family to write about disruption in their markets (they even have a section on Asian Markets). This book is a great book for anyone going into the world of advertising. It helped me as student to improve my creative thinking and the way I think about strategy! Now that I'm in the business, I actually occasionally refer to this book when I'm stuck on something.
To me, I feel Disruption and Beyond Disruption are the "Hey Whipple" books for Strategy and should be an inspiration to anyone who works on the strategy side of the business.
Challenging Convention To Locate & Exploit Its Failings
You need this book and a little disruption if you:
1. Have lost your role as the center of category value
2. Are relying on deals and costly promotions
3. Are feeling invincible
4. Competitor's products are flying off of the shelves
5. Competitor's customers are more active than yours
6. Your customers of today looks exactly like your customers of yesterday
7. Or, you can't articulate a clear vision of your future.
With the proliferation of similar products it takes a disruptive approach to get a customer's attention. You must get into their heart, under their skin and make news! This has been shown to be highly beneficial in marketing. It has recently been shown that 'disruption' is beneficial anywhere where convetion has strongly taken root.
There are three consecutive themes that Jean-Marie Dru offers as a plan to keep up the necessary innovation. They are:
1. Study, observe and list what is considered conventional in your field.
2. Challenge these conventions with new ideas
3. Visioneering - envision and act upon the most possible and exciting ideas.
Many, many examples are given throughout the book using companies that we are all familiar with. Included is an outline of how to carry out your own disruption workshops to create positive change.
5 Stars
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