By Jean-Marie Dru
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Extra info for How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising
Each campaign showed us dogs wagging their tails at the sight of their next meal, with the product falling into their bowl in slow motion. And yet these conventional images hide a much deeper truth. People have real feelings for their dogs. One survey shows that half of all American dog owners include their pet in their family portraits. 21 How Disruption Brought Order We can observe similar types of behavior in other countries, even in developing markets where dog food is not yet widespread. How ever people may feed their dogs, their attachment knows no limits.
Managing complexity is obviously a skill. This thought was at the very heart of how the Standard Bank saw itself and operated. But the ultimate skill in life consists in making complexity simple. People do not like complications. All they want is their bank to make their life simpler, to save them time. This recognition shook the company’s culture. It guided every act, every word. ” Employees were asked the same question in their annual performance reviews. Three years later a study conducted by Global Finance magazine commended the Standard Bank as being the best in South Africa.
This is the key point. The characters in the spots are upset, and so they smoke to relax themselves. It was both simple and linear, with a clear before and after, which took nothing away from both its humor and its verve. But there came a time when advertisers could no longer do what Hamlet had done, provide a simple, literal argument. Agencies had a limited number of promises available to them: a washing powder made washing whiter, a car could be the fastest or safest, a soft drink quenched thirst, and the like.
How Disruption Brought Order: The Story of a Winning Strategy in the World of Advertising by Jean-Marie Dru