Hjertet i alt, hvad vi gør

De fleste har stiftet bekendtskab med begrebet Disruption®. Men i modsætning til, hvad mange måske tror, handler Disruption® ikke om at vende alting på hovedet og se, hvad der falder ud eller om at gøre det hele anderledes, bare for at gøre det anderledes.
Disruption® handler om at komme foran – og ikke bare lidt foran.

Disruption® er både vores filosofi, men også et sæt helt konkrete strategiske og kreative metodikker, der siden 1992 har hjulpet TBWAs kunder med at vinde en større del af fremtiden ved at skabe vækst, opmærksomhed, innovation og forretningsmæssige resultater.

Disruption® Roadmap

Som strategisk værktøj handler Disruption® om at identificere Konventionerne – altså den status quo, som alle dine konkurrenter i din kategori taler ind i og hvor fremskridt kun kan ske i små skridt ad gangen. Dernæst identificerer vi den Vision – det sted og den virkelighed, hvor dit brand begynder at skille sig ud ved at udfordre konventionerne og kategorinormerne.

Og endelig bygger Disruption® den bro imellem Konventionerne og Visionen, der tager brandet et langt skridt foran konkurrenterne.

Du kan se en nærmere forklaring i denne lille film:

Disruption® Live

Det ville være en smule utroværdigt at prædike forandring og Disruption® uden at tage sin egen medicin først. Som nævnt lever og ånder vi Disruption® hver dag. Denne lille film handler om, hvordan vi samler viden om tendenser, data , nye teknologier, kulturelle indsigter og alt muligt andet fra hele verden og identificerer det, der kan skabe vækstmuligheder og værdi for vores kunder.

Disruption® Innovation

Kreativitet og Disruption® behøver ikke at begrænse sig til kommunikation, men er også en fantastisk metodik til at fremme innovation inden for produktudvikling, nye services, nye kategorier eller helt nye måder at være tilstede i markedet på. Det kalder vi Disruption® Innovation og det er det, som denne lille film handler om:

Don’t do the right thing. Do the brave thing.

Al forandring kræver mod. Men man kommer aldrig foran, hvis man bare gør det rigtige, det forventelige, det de andre også gør. Hverken som menneske eller som brand. For det er de modige, anderledes og meningsfulde valg, der for alvor flytter noget, skaber vækst, værdi og forankrer brands i forbrugerkulturen. Også selvom de giver et sug i maven. Det handler denne film om.

PS: Og hvis du har undret dig over, hvorfor vi altid skriver ® efter begrebet, er det ganske enkelt fordi TBWA opfandt begrebet som en metodik inden for marketingstrategi helt tilbage i 1992…

The heart of everything we do

Most people are familiar with the term Disruption®. But contrary to what many may think, Disruption® is not about turning everything upside down to see what falls out or about doing everything differently just for the sake of doing it differently.
Disruption® is about getting ahead – and not just a little ahead.

Disruption® is both our philosophy, but also a set of concrete strategic and creative methodologies that, since 1992, have helped TBWA's clients to win a larger part of the future by creating growth, awareness, innovation and business results.

Disruption® Roadmap

As a strategic tool, Disruption® is about identifying the Conventions – i.e. the status quo that all your competitors in your category already adhere to and where progress can only be made in small, incremental steps at a time. Next, we identify the Vision – the place and reality where your brand really stands out, by challenging the convention and category norms.

And finally, Disruption® bridges the gap between the Conventions and the Vision, which takes the brand a long step ahead of the competition.

You can see a more detailed explanation in this short film:

Disruption® Live

It would be a bit disingenuous to preach change and Disruption® without taking your own medicine first. As mentioned, we live and breathe Disruption® every day. This little film is about how we gather knowledge about trends, data, new technologies, cultural insights and everything else from around the world and identify what can create growth opportunities and value for our customers.

Disruption® Innovation

Creativity and Disruption® do not have to be limited to communication, but are also a fantastic methodology for facilitating innovation in product development, new services, new categories or completely new ways of being present in the market. We call that Disruption® Innovation and that's what this little film is about:

Don’t do the right thing. Do the brave thing.

All change requires courage. But you never get ahead if you just do the right thing, the expected thing, the thing that the others are also doing. Neither as a person nor as a brand. Because it is the brave, different and meaningful choices that really move something, create growth, value and anchor brands in consumer culture. Even if they give you butterflies in stomach. That's what this movie is about.

PS: And if you've been wondering why we always write ® after the term, it's simply because TBWA invented is as a marketing strategy methodology way back in 1992 …