The Office Jester… every office needs one to see the light side of disrupting innovation in marketing
In corporate lingo, ‘disruptive innovation’ is one of those phrases that are very much in trend today. Wikipedia defines disruptive innovation as “an innovation that creates a new market and value network and eventually disrupts an existing market and value network, displacing established market leaders and alliances”.
Disruptive innovation can arrive into the world through any number of avenues. The most noble and honest way that disruptive innovation occurs is when a new product or service is created by the business concerned. However, the vast majority of disruptive innovation occurs in marketing.
Disruptive innovation in marketing is all about presentation. Most of these types of marketing campaigns are about making a customer feel that a product or service is greater than its competitors. The truly perceptive people can, however, see through disruptive innovation in marketing or in common parlance “marketing gimmicks”.
Many people can see through this so called disruptive innovation in marketing but a few can actually go ahead and mock it. We’ve found just such a video for you. The people who created this video have a tendency to produce tongue in cheek videos to be a part of their portfolios. Here’s one of their better ones which takes a direct pot-shot at one of the most recognisable brand names (shh, it’s a fruit) in the world.
Disruptive Innovation in Marketing Re – Personified
This video is simply called “Introducing Carrot”. It’s shot quite innovatively and the style is remarkable recognisable if you’ve seen the right advertisements. That’s not all; however, they’ve created a whole website devoted to this brand new vegetable product.
Our view about this new product quite simple but in line with the twin problems of processed foods and obesity these days – natural foods presented to the techno savvy crowd in the right manner. It’s not just a problem for the US to deal with, you know.
It’s all over the developed world and even the developing world is following suit. Perhaps, if natural foods get advertisements such as the ones that processed foods and technological products get, people would start getting healthy more?
Back to this video, though; we liked how they made fun of disruptive innovation in marketing by using key phrases and terms. Here’s out translation for you.
- Carrot is designed with you in mind: Special. From the off, they want you to feel special because that’s what today’s consumer wants to feel from every experience “special”.
- It’s a seamless experience: Convergence. Ever heard of that phrase? It’s when all the technologies come together under one umbrella (the internet anyone?) It happens with society and devices too. Cultures become more and more similar and technologies converge to offer you one device that can do everything. Seamlessness is the byword of this age. Why should you even want to know how things work under the hood or behind the curtain?
- Easy to use: Convenience. That’s another byword of the modern age. Everything has to be easy. No one wants to lift a finger to do anything. Hard work is a forgotten word. While we understand that we must be sounding like a cantankerous old geyser, these trends are indeed true and something that marketers use all over the world.
- Simply lift and chew: Simple. You’ll see this “ease” concept again and again in this video if you pay attention. This is the second example. Put simply in front of a sentence and the people will lap it up. Chopping, blending, and indeed cooking is pointless when you can get nutrition deficient but yummy burgers at a moment’s notice.
- The easy way: Ease. And here we have it again. “The easy way”. “Your convenience”. The idea is “easy” to convey and the profits are even more “convenient” to reap if you use such disruptive innovation in marketing.
- You’re unique: Unique. Point one presents itself again. Individuality, uniqueness, and special are what everyone celebrates today. Except it’s more of a desire to be called unique that everyone harbours as opposed to actually being unique.
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