How to apply disruptive communications? A model to structure your strategy. Successful case sudies for organizations that need to improve their reputation.

1. Gain trust by disruption?
Inspiring case studies & secrets to success
Egmont Philips
@ European Communication Directors Summit Brussels, June 2015

2. Trust
…is key in the finance industry!
2
-60
-40
-20
0
20
40
Cumultive Returns High reputation
portfolio
S&P 500

3. Trust
3
…protects reputation
When a company is not trusted When a company is trusted
Will believe
negative information
after hearing it
1-2 times
57%
will believe
positive information
after hearing it
1-2 times15%
will believe
positive information
after hearing it 1-2
times
51%
25%
Will believe negative information
after hearing it 1-2 times

4. Trust
4
...but is easily lost
May 24, 2015
Best service ever! @Burger_Palace
1712 likes 146 Comments 21 Shares

5. Disruption
5
When talking about disruption: what do we mean?
Disruptive
Business model
Disruptive
Message
Disruptive
Form

6. Disruption
6
What do we mean?
Disruptive
Business model
Disruptive
Message
Disruptive
Form

7. Business Model Disruptions
7
Disrupt or be disrupted

8. 8
* Viacom Media research 2013, USA
Business Model Disruptions
Disrupt or be disrupted
Online Personal
Computering
Mobile Discount
Retail
Household
Goods
Banking
Risk

9. Disruptive business model: disruptive video
9

10. Disruption
10
To make it simple:
Disruptive
Business model
Disruptive
Message
Disruptive
Form

11. Disruptive message: emotion or ratio?
11

12. Take away: go for emotions, most decisons are taken irrationally!
• Disruption must be aligned with the company’s purpose to be credible
• It’s all about emotions and cognitive dissonance
12

13. Disruption
13
What do we mean?
Disruptive
Business model
Disruptive
Message
Disruptive
Form

14. Disruption by form: how to get attention?
14

15. Take away
15
What do you want your audience to say! And make sure they do!

16. 16
Reïnvent
Adjust Features
Change Story
(and act accordingly!)
Change Key words
Emotional
Rational
Business Model Message Form
Level of
disruption
My disruption model

17. Disruptive message: emotion or ratio?
17

18. 18
Personal Lessons
0 Start with a small success & make it BIG
0 Take business & personal goals of decision makers into account
0 Dare to be different & show your passion

19. Thank you

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