abruption a sudden breaking away from convention; a radical new idea that accelerates change movements 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
abruption is where big ideas are born.movements are where big ideas scale.change is how visions are realized.
Steve Stepanek:abruption™ is not destruction or disruption;It is a breaking away from convention;conventional agency structure, conventional“process” and conventional thought.
abruption is a tool for change,a pathway to growth.abruption is a break withconvention, the expected andthe common -- a reach for more.
abruption isn’t limited to marketingcommunications, it can contributeto the invention of new markets,new business strategy, productsand services.
Steve Ulin:If your future is looking like your past, that’s aproblem.For new markets, break away from strategyby habit, reject what’s typical and expected.That’s the way to reach for more.
abruption is about findingbrand ideas for growth.movements are aboutunderstanding how brand ideasscale out in the world.
Marcia Stepanek:Forget advertising. Create movements, instead. In adigital world, its all about shaping the conversationonline -- and the actions of tight-knit social networks.If youre not being talked about (or conversing)online, youre irrelevant. Sure, traditional TV, printand radio still play a role. But they dont carry thesame clout among todays most influentialconsumers.We help brands become a part of the bestconversations online, and then move talk to action.
movements build brands thatcan identify, spark, lead or alignwith an idea on the rise.
movements are accelerated bymulti-platform communicationsenabling engagement, membershipand change.
Chris Scott:Give people a feeling they havemembership in your brand. A meaningfulconnection. One that fuels your story andcreates the kind of movement that makesdesired change happen.
change occurs when brandsunderstand and leverage existingbeliefs to create and share newbrand meaning.