A creative network of the idea, by the idea, for the idea

Monday, August 3, 2009

Disruption is Liberation

Disruption is Liberation

Well, of course we work in partnership with them. We don’t just come up with an idea and force it on them. Disruption is a step-by-step process. We work together to unlock the ideas that were lying dormant within their brands. Disruption is about identifying the self-imposed restrictions that can stifle creativity. We call these restrictions “conventions“. The “disruptive idea“ is one that overturns these conventions and allows a company to adopt a unique standpoint, which we call the “vision“. From that, they discover a new truth about their brand, referred to as the “brand belief“. This is a fundamental statement about the brief and should guide all aspects of communication all “brand behavior“.

One of those thoughts that needs to be shared.

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