Disruptive marketing is the one-two punch of surprise and storytelling.
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.
Examples are everywhere—even your breakfast table.
Examples are everywhere—even at breakfast.
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!"
Examples are everywhere—even at
the 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? 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.
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. And, nearly 100 years later, remains a beloved part of the American breakfast—including that of 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. Feel a real emotion. And start to form a memory. All before you’ve begun your story.
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.
The impact is both visible and measurable.
Disruptive marketing is also 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—and can't afford to blend in.
Not just for big brands with big budgets.
Not just for big brands with big budgets.
HOOK FAST & FIRM
TURN COMPLEX INTO COMPELLING
BE UNEXPECTED
USE A DESCRIPTIVE NAME
ADDRESS ALL ELEPHANTS
5 KEYS OF DISRUPTIVE MARKETING
ADDRESS ALL ELEPHANTS
BE UNEXPECTED
TURN COMPLEX
INTO COMPELLING
HOOK FAST
& FIRM
USE A
DESCRIPTIVE PRODUCT NAME
