Leaders that inspire all think, act and communicate from the inside-out. Starting with the reason why of things drives decision-making and behavior; Still want to play it as you currently do? Create a global sustainable value for all your stakeholders. Low risks, modest rewards.

1. DISRUPTIVE
MARKETING
Emeric Delalandre
edelala@ncsu.edu / +33 (0)688626339
April 11th, 2016

2. When it is the key moment to introduce a market
being disrupted...
Innovation on products.
Innovation on the usages.
Innovation on the designs.
Innovation on the technologies.
time
performance
today
product
service
The marketing strategy is the key success factor of a disrupted market.
It has to be disruptive :
For example: In line with the shared economy & the new consumers behaviors through
technology and personnalisation

3. Marketing identity
If you are currently the
of your industry according to
all of your stakeholders

4. Leaders Strategy
Then, remember that you should
aspire to become a CUPCAKE
because...

5. The leaders are always the
Cupcakes of their industries...
Being the leader of a disrupted
industry is like being the MVP of
this industry The rest of us Follower Leader

6. Followers Strategy
In every single industry, most of the
competition is focussed on the
WHAT and really a few times on
HOW
THE GOLDEN CIRCLE
What
Products and Services.
How
Differentiating Value Proposition
Why
Contribution to impact and serve others.
Inspiration
Source: Simon Sinek

7. The followers usually adopt an
OUTSIDE-IN marketing approach
Followers Strategy

8. Leaders Strategy
Usually adopt an
INSIDE-OUT
marketing
approach
WHILETHELEADERS...
Leaders that inspire all think, act and
communicate from the inside-out.
Starting with the WHY drives
decision-making and behavior !

9. Disruptive
Value.
Disruptive
Marketing.
LOW RISKS. MODEST REWARDS.
Still want to play it
as you currently do
?
Create a global
sustainable value
for all your
stakeholders.

10. Leaders Strategy

11. Leaders Strategy

12. Leaders Strategy

13. Leaders Strategy

14. Leaders Strategy

15. Leaders Strategy

16. Marketing
Strategy
Focus on what
really matters
DREAM. SEDUCTION. REALISM.
Think Sustainability.
Think Stakeholders.
Think Context.
Your users.
Your business.
Your suppliers, industry, world.
WHY ?
SUSTAINABLE
VALUEWhy do you act like that ?
Is it the best value you can offer ?

17. Marketing
Strategy
Focus on what
really matters
YOUR USERS
Price, Quality, Availability, Selection, Functionality, Service, Brand
Recognition
YOUR INTERNAL STRUCTURE
Operations, Processes, Innovation, Performance, Human Capital,
Corporation, Attractiveness, Security
YOUR GROWTH
Productivity, Revenue, Stakeholders Perception, Finance, Sustainability
SUSTAINABLE
MARKETINGFor each marketing decision, you should wonder, why it is creating
value or generating some improvements for :

18. Marketing Foundations
HOW CAN YOU BE DISRUPTIVE ?
For a lot of industries, companies are concentrated in the same segment of customers and almost the
same targets. The positioning is slightly different, only because of the offer.
→ A lot of opportunities to differentiate in terms of stakeholders benefits, user targets, industry
positioning, ways of usage, etc.

19. Branding
HOW CAN YOU BE DISRUPTIVE ?
Usually, brands have a different personality but unfortunately have
almost the same image and identity externally. There is often a
huge gap between the internal branding VS the external branding.
The message you try to send is sometimes completely different
from the perception of the targets.
→ A lot of opportunities to differentiate when the market will
take-off in terms of stakeholders perception, belief, feeling, and
inspiration.
Source: JN Kapferer

20. Communication
HOW CAN YOU BE DISRUPTIVE ?
If you decide all to be multi platforms, push & pull, with different
objectives and budgets, even if you seem to have the same target,
you need to differentiate. Focus on what really matters. Be
phenomenal or be forgotten.
→ A lot of opportunities to differentiate but in any cases, it should
start from your WHY, explaining HOW and incentivizing with
WHAT. That drives action, and engagement is the main goal of
communication.

21. ➔ SIMPLE OFFER
➔ A CLEAR POSITIONING (INDUSTRY, TARGETS, VALUES)
➔ BRAND BUILDING
➔ RELATED GROWTH (EXISTING VALUES IMPROVEMENTS)
➔ UNRELATED GROWTH (NEW DISRUPTIVE VALUES CREATION)
Short Term
Marketing
Growth challenges
Medi. Term
Bus. Dev.
Think
Sustainability
Stakeholders
Context

22. Leaders’ Value Creation
What is your BRAND ?
What are your WHY, HOW
and WHAT ?
Is there a
MISUNDERSTANDING ?
Source: JN Kapferer

23. Thanks!
You can reach me at :
edelala@ncsu.edu
+33 (0)688626339
Need inspiration.. #ASKGARYYVEE
Credits: Sources quoted on related slides