[citation needed] The word "disruption" was originally employed in the English language to describe dramatic events such as earthquakes or highly disturbing news.
Since then, the word was progressively adopted by the business community and has featured in countless press articles in publications such as Forbes,[6] Fast Company,[7] and AdAge.
The Disruption concept refers to the process of breaking conventions to accelerate movement to the future, without cutting off from the past.
In 2018, TBWA\Group is the owner of the Disruption trademark in 55 countries, including those of the European Union, the United States, Russia, India, Japan, Brazil, South Africa and Turkey.
It consists in identifying the cultural conventions around a brand, then defining a vision for it, and lastly developing a disruptive strategy.
The purpose of this is to free the brand from existing conventions on the marketplace and to help it grow by building a new and engaging vision.
[20][21] The Disruption concept has progressively served as a key descriptor for business consultancies and analysts, and featured in several magazines including Fortune (who referred to Steve Jobs as the "Master of Disruption"),[22] Forbes, Fast Company, AdAge, Campaign, Le Nouvel Economiste, L'Expansion, Personnel, CB News, Harvard Business Review, The Economist and TechCrunch.