10 - Ray Ban Disruption

Question 1

disruption

Answer 1

shattering biases + conventions to forge a new vision of a product/brand/service

• memorable communication

Question 2

one-way advertising vs two-way conversations with consumers

Answer 2

from demographic to psychographic

from passive sponsorship to creation of proprietary platform

less broadcasting and more audience participation

constant dialogue + entertainment

Question 3

ray ban’s 1st turnaround

Answer 3

1999 - Luxottica (competitive adv)

distribution change (product, price, location…)

Question 4

ray ban’s 2nd turnaround

Answer 4

disruption campaign (one-way advertising vs two

• way conversations with consumers)
• Never Hide campaign

guerilla marketing

Question 5

disruption road map

Answer 5

conventions
disruptive idea
vision

Question 6

Ray Ban’s competitive advantage

Answer 6

heritage - problem solving approach since beginning

iconic perception - us army, movies…

Question 7

Luxottica’s competitive advantage

Answer 7

geographic expansion

licensing

acquisition of proprietary brands (ray ban)

vertical integration (control everything)