- Abruption refers to breaking away from conventions and traditional ways of thinking to spark radical new ideas and accelerate change. It is a tool that can be applied to marketing, business strategy, and product development. - Movements are how big ideas spread and scale through social networks and media. They build brands that can identify with and lead ideas that are gaining popularity. - Change occurs when brands understand people's existing beliefs and create new meanings that bring those beliefs to life through shared stories and movements. Real change is measurable in terms of brand metrics and consumer actions.

1. abruption. The ideas, concepts and processes expressed on this page and throughout this document are the property of US+Partners LLC. They may not be duplicated, reproduced, stored in a retrieval system or retransmitted without the express written permission of US+Partners LLC. Copyright © 2011, US+Partners LLC. All rights reserved. . ™

2. abruption movements a sudden breaking away from convention; a radical new idea that accelerates change media and social networks working together to advance shared economic, political or artistic goals; a source of innovation and opportunity change the “to be” state of a company or organization; the qualitative or quantitative goal: one to be broadly shared and supported

3. abruption is where big ideas are born movements are where big ideas scale change is how visions are realized

4. Steve Stepanek : abruption™ is not destruction or disruption; It is a breaking away from convention; conventional agency structure, conventional “ process” and conventional thought.

5. abruption is a tool for change; a pathway to growth. abruption is a break with convention, the expected and the common; a reach for more.

6. abruption isn’t limited to marketing communications, it can contribute to the invention of new markets, new business strategy, products and services.

7. Steve Ulin : If your future is looking like your past, that’s a problem. For new markets, break away from strategy by habit, reject what’s typical and expected. That’s the way to reach for more.

8. abruption is about finding brand ideas for growth. movements are about understanding how brand ideas scale out in the world.

9. Forget ads. Spark a movement instead. You just can’t ignore the fact that the landscape has changed in favor of movement marketing. Why? Sure, TV, print and radio still play roles, but social media and new technologies have everyone talking and sharing online – and there is a huge opportunity for brands to be part of the conversation. Marcia Stepanek: Forget advertising. Create movements, instead. In a digital world, it's all about shaping the conversation online -- and the actions of tight-knit social networks. If you're not being talked about (or conversing) online, you're irrelevant. Sure, traditional TV, print and radio still play a role. But they don't carry the same clout among today's most influential consumers. We help brands become a part of the best conversations online, and then move talk to action.

10. movements build brands that can identify, spark, lead or align with an idea on the rise.

11. movements are accelerated by multi-platform communications enabling membership, engagement and change.

12. Chris Scott: Give people a feeling they have membership in your brand. A meaningful connection. One that fuels your story and creates the kind of movement that makes desired change happen.

13. change occurs when brands understand and leverage existing beliefs to create and share new brand meaning.

14. real change is measurable.

15. Jerry Moore: Understand your consumer’s beliefs and create a movement to bring about change. Bring your brand story alive and share new meaning. Then you’ll see measurable results.

16. when you bring an idea alive and it fuels a movement, you’re no longer doing advertising. you’re making change happen.

17. abruption. making change happen. www.usandpartners.com