This document discusses the concept of disruption in marketing. Disruption involves radically new ideas that help brands reach their vision faster, as opposed to convention which involves doing the same things repeatedly. The document provides examples of disruptive strategies used by companies like Apple, Adidas, Vinamilk and Best Carings that helped make their brands more inspiring and successful. These strategies established emotional connections with customers rather than just focusing on product features or promotions.

1. DISRUPTION
Or how doing things differently benefit the brand,
the marketer and the consumer.
Vietnam Marketing Conference
18 February 2009

3. BIRGER
LINKE
How we come up with award-winning id
Executive Creative Director
TBWAVietnam
Vietnam Marcom
10 June 2008

4. TBWA
VIETNAM

5. TBWA
5th largest agency group in the world,
and the fastest growing
1
2
3
4
5
6
Dentsu
BBDO
McCann Erickson Worldwide
DDB
JWT
$ 2,171
$ 1,742
$ 1,619
$ 1,432
$ 1,292
$ 1,237
-0.6%
+13.2%
+9.5%
+13.3%
+13.8%
+8.5%

6. TBWA
5th largest agency group in the world,
and the fastest growing
Part of the Omnicom Group,
the world largest Communications
Group
$11,377
$10,820
$6,191 $5,872
$2,951
$1,841
$10,000
$12,694
$12,383
$6,554
$6,384
$6,932
$2,094

7. TBWA
5th largest agency group in the world,
and the fastest growing
Part of the Omnicom Group,
the world’s largest Communications
Group
24th most creative company
in the world

8. TBWA
5th largest agency group in the world,
and the fastest growing
Part of the Omnicom Group,
the world’s largest Communications
Group
24th most creative company
in the world
9,700 people in 75 countries
in 258 offices

9. OUR GLOBAL
CLIENTS:

10. AND OUR
LOCAL ONES:

11. WHY DO WE
WORK FOR
THEM THE
WAY WE
WORK?

12. BRANDS
HAVE RUN
OUT OF
JUICE

13. More and more people in the world
have grown to expect great performance
from products, services and experiences.
AND
MOST OFTEN,
WE GET IT.

14. TAKE YOUR
BIKEFOR EXAMPLE

15. YOUR
CUP OF
COFFEE

16. OR YOUR
FRENCH
FRIES

17. SO WHAT
MAKES SOME
BRANDS
INSPIRING
while others suffer?

18. THE
ANSWER:
Disruption

19. BENJAMIN
FRANKLIN
SAID:
“Insanity is doing the
same thing over and
over again, expecting
different results.”

20. DISRUPTION
DOES THE
OPPOSITE

21. Convention:
A widely
accepted belief.
Vision:
A projection
of the
company into
the future, a
big idea to
aspire to.
Disruption:
A radical new idea
to help reach the
vision faster.

22. AN EXAMPLE:
QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

23. AN
EXAMPLE:
Convention till 1968 Disruption

24. AND WHAT
WORKS IN
SPORTS,
WORKS FOR
BRANDS,TOO.

25. HOW ABOUT
COMPUTERS?
Apple Computers

26. Convention: In high
technology
products,
communication
must revolve
around product
features
Vision:
Apple is
the tool for
creative
minds
Disruption:
“Apple is not
about bits and
boxes, it’s about
values.”
Steve Jobs

27. AND HERE’S
THE
RESULT:

28. QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

32. QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

33. QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

34. TODAY, THE
ONCE BIG
COMPETITION
IS JUST NO
MATCH.

35. QuickTime™ and a
YUV420 codec decompressor
are needed to see this picture.

36. QuickTime™ and a
decompressor
are needed to see this picture.

37. AND HERE’S
ANOTHER
EXAMPLE:adidas

38. LET’S HAVE A
BILLBOARD
FEATURING
SOCCER GEAR.

39. But does it have to be
a bigger version of the poster?
QuickTime™ and a
decompressor
are needed to see this picture.

40. LET’S HAVE A
POSTER
FEATURING
THE
ALL BLACKS

41. But does it have to be
printed with color?
QuickTime™ and a
Sorenson Video 3 decompressor
are needed to see this picture.

42. AND HOW
ABOUT
LAUNCHING
A SOCCCER
BALL?

43. Why not let the customer experience
beeing the ball?

44. BUT WE’RE IN
VIET NAM!
Our customers are simple people.
We’re a mass market brand.
They don’t understand.

45. Disruption doesn’t mean doing crazy
things, because they’re crazy.
Disruption means doing what is right
for the brand.

46. Communicating a simple message
relevant to the target audience.

47. BUT different from what everybody
else is doing.

48. A LOCAL
EXAMPLE:
Vinamilk’s Dielac

49. Convention:
Communicating
benefits and
ingredients gives
the brand
credibility
Vision:
Vinamilk
understands
the
Vietnamese
mom
Disruption:
Establish an
emotional
connection

50. AND HERE’S
THE
RESULT:

51. QuickTime™ and a
decompressor
are needed to see this picture.

52. AND
THROUGH
THE LINE:

57. THE RESULT IN FIGURES:
+12%
IN VOLUME

58. A 2ND
EXAMPLE:
Best Carings

59. YES,
DISRUPTION
EVEN
WORKS FOR
RETAILERS

60. Convention:
Promotions drive
purchase
Vision:
Best service
and best care
Disruption:
Communicate
Japanese values

66. THE RESULT IN FIGURES:
+40%
IN SALES
VOLUME

67. TO FINISH:
These examples show,
how you can transform your
brand into an inspirational brand.

68. And at the same time make your brand more successful,
give to the consumer something he can enjoy and appreciate,
instead of wasting his time, …

69. … and get yourself a promotion,
because your campaign does so well!

70. CAM ON

71. QUESTIONS
OR
FEEDBACK?
Birger.Linke@TBWA.com.vn