DISRUPTIVE
MARKETING
101
It uses the unexpected to cut through the noise, ignite curiosity, and create a memorable impression—and a compelling story thread to bring cohesion and clarity to your brand promise.
Disruptive marketing is the one-two punch of surprise and storytelling.
Examples are everywhere—even your breakfast table.
In 1928, the Kellogg food company developed a rice cereal that didn't get soggy. They turned their unique selling point (fact) into a disruptive hook (fireworks): "The Cereal That Talks"—playing on the sounds that crispy rice makes in milk: "Snap! Crackle! Pop!"
Kellogg also employed a descriptive product name "Rice Krispies" to quickly connect consumers with their brand promise.
The result? Kellogg’s Rice Krispies took the US breakfast market by storm without the use of social media, videos, or even color newspaper advertising. And, nearly 100 years later, remains a beloved part of many American breakfast tables—including my dad’s.
In 1928, the Kellogg food company developed a rice cereal that didn't get soggy. They turned their unique selling point (fact) into a disruptive hook (fireworks): "The Cereal That Talks"—playing on the sounds that crispy rice makes in milk: "Snap! Crackle! Pop!"
Kellogg also employed a descriptive product name "Rice Krispies" to quickly connect consumers with their brand promise.
The result? Kelloggs Rice Krispies took the US breakfast market by storm without the use of social media, videos, or even color newspaper advertising. And, nearly 100 years later, remain a beloved part of many American breakfast tables—including my dad’s.
Examples are everywhere—even your breakfast table.
With disruptive marketing, targets do a double-take. Perk up. Listen more intently. Ask questions. Sometimes get goosebumps. Sometimes, tears. A sense of joy, a feeling of nostalgia, of want, or even disgust. The emotion comes. And a memory starts to create. All before you’ve even begun your story.
Not only can you see results, but you can measure them. Calls are taken. Meetings are set. Product trial, increased. Publicity and word-of-mouth, ignited. Recall, achieved.
TALK ABOUT
Snap! Crackle! Pop!
The impact is both visible and measurable.
Disruptive marketing is for courageous up-and-comers, small ventures, family-owned companies, startups, and NGOs who need to attract investors, early adopters, or a solid customer base, fast—and can't afford to blend in.
Disruptive marketing isn't just for big brands with big budgets.
The startup world is full of steep competition, complex messages, fears and biases. What you say, and how you say it, matters. Especially in a pitch.
Imagine you are the lead for the 1928 Kellogg rice cereal project. The idea—and the science—are solid. You now need investments (internal or external) to finance the manufacturing, and early commitments of distribution and retail partners before you can bring the product to market.
See if you can spot, and feel, the differences between a pitch that communicates facts—and a pitch built to ignite. Which one creates momentum quickly and maintains it throughout? Which tone of voice feels more confident and trustworthy? Which one demonstrates strong marketability of the product? And, ultimately, will lead to deeper conversations?
YES,
EVEN FOR
STARTUPS
DISRUPTIVE pitch
fact-based pitch
Descriptive product name that teases the brand promise upfront
Company name
The hook
The problem
The science—high level
The solution
Market potential
The science
Biases & barriers and how we’ve addressed them
The science
The ask
The science
More slides of more information
Return on investment
HOOK FAST & FIRM
TURN COMPLEX INTO COMPELLING
BE UNEXPECTED
USE A DESCRIPTIVE NAME
ADDRESS ALL ELEPHANTS
5 KEYS OF DISRUPTIVE MARKETING
CONTACT
LinkedIn
Head of Disruption
Head of Business
SEND AN INQUIRY
LinkedIn
Head of Disruption
Head of Business
SEND AN INQUIRY
CONNECT
SEND AN INQUIRY
LinkedIn
THE REALIST
holger@ideafrau.com
THE DREAMER
katrina@ideafrau.com
+41 76 532 65 81
We are based in Basel, Switzerland and serve clients globally.
