Creative Disruption

Creative Disruption is a term that has both marketing and business applications. The uses are similar but distinctive.

Creative Disruption in Marketing

Creative Disruption is a phrase that has been used in the marketing world for more than a decade to describe the desired break in existing patterns of behavior of the target audience in response to a highly creative message (advertising). "Disruption" signals a departure from the norm. Disruptive messaging disrupts the mediocrity in the deluge of advertising the consumer encounters. Creative Disruption helps disrupt the normal flow in the way a target processes a massive volume of marketing messaging, so they pause to consider the message they have received.[1]

Techniques employed in Creative Disruption are as boundless as creativity, but may include:

One early use of this term can be found in the 1996 book "Disruption: Overturning Conventions and Shaking Up the Marketplace" by Jean-Marie Dru (chairman of TBWA Worldwide).[2] Additionally, the thought of "disruption" in marketing (which often appears without the use of this exact phrase) has been utilized in such publications as Forbes,[3] Fast Company,[4] and AdAge,[5] and has become a key descriptor in many new advertising agency names.

The aims of Creative Disruption include:

Creative Disruption in Business

Creative Disruption has also been used as a general business term to denote instituting challenge (disruption) within a business to break old corporate habits; this disruption is instituted by the institution itself (or its management) and requires the business to adapt and improve its business model so that it can better succeed.[7] Every business continues to adjust to disruptions, as competitors respond to a business' unique offering. Creative Disruption helps a business gain a competitive advantage by seeking tipping points for improvement before competitors replicate and/or improve upon the business model[8]

"Creative Disruption" as a term is sometimes confused with two other terms: "Creative Destruction" and "Disruptive Innovation," but can be easily differentiated by their goals:

Notes

  1. Kresse, Stirology, May 2013
  2. Creative Disruption Blog
  3. Spenner, Forbes, "Why You Should Create Disruption for Your Customer," September 12, 2012
  4. Baylis, Fast Company - Create, "What's Your 4G Marketing Plan - Interruption or Disruption?"
  5. McDermott, AdAge, "Mobile Ads More Disruptive Than TV Spots," December 12, 2012
  6. Lasker, Adweek, "Redefining 'Disruptive'", April 26, 2010
  7. Waldman, "Creative Disruption," 2010
  8. Rasheed, Ph.D., Innovation Stratege, 2012, ISBN 1469780445, pg. 49
  9. Cornwall, The Entrepreneurial Mind, May, 2013
  10. Thurber, Ph.D., Do NOT Invent Buggy Whips: Create, Reinvent, Position, Disrupt, 2012, ISBN 978-098-3342434
  11. Christensen and Innosight, Forbes.com, "A Decade of Disruption," 8/31/2007

References


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