There’s so much market disruption these days that it’s the new norm. Or so it seems with how often the buzzword is thrown around by marketing and PR professionals, analysts and the media.
To get ahead of the curve, some have turned to predicting disruption.
So the question is, can a product be disruptive before it’s released to market? Bloomburg Businessweek believes so. To promote its coverage of disruption, the company placed an arresting full page advertisement in the November 7, 2011 issue of Advertising Age with the single word headline “Disruptive.” The dominant image behind the headline is the cute yellow dancing robot, My Keepon. The copy proclaimed that My Keepon “is poised to shake up the $83 billion toy market.”
Really? I suppose they could be right. The robot is quite cute and its range of dance moves and sound effects will likely prove very entertaining to youngsters. Toys ‘R’ Us purchased exclusive U.S. rights to sell My Keepon, and they have planned a big push for this holiday season. BeatBots LLC couldn’t have asked for a better retailer for the little guy.
We’ll see if My Keepon lives up to expectations and turns the toy robot market segment on its ear. Or will this be another example of a company deploying a buzzword to create some hype for itself?
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