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Presentation (my current shtick) from Hall and Partners Fresh Meet in New York 11/13/2007
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What makes a greatidea nowadays?
Gareth KayHead of Planning, Modernista!Fresh Meet 11.13.07
Not that many ideas seem to be great
“in most categories a brand’s market share is stationary”
4 out of 5 categories seen as increasingly homogeneous
less than 1 in 10 ads seen as different
4% response rate successful in dm; 0.5% average click-thru rate forbanners
3x $ spent on price cutting as on ‘brand building’ in packaged goods
The usual objectives are wrong
Awareness doesn’t really matter in a world of overchoice
Attributes and attitudes, adjusted for brand size,don’t change
Image doesn’t shift until after behavior
It’s energy that matters
The active or moving force of a brand
A leading indicator of usage and preferenceJustifies a higher priceAdds an incremental 64% to brand value than salesgrowth alone
Source: Y&R Brand Asset Valuator
Energetic ideas are different
They’re about a big idea behind the idea, not the ‘big idea’
Have a social mission, not justa commercial proposition
Make people think aboutthe world around them
Photo: Andrew Hovells(aka Northern Planner)
Photo: Andrew Hovells(aka Northern Planner)
Energetic ideas are different
They’re about a big idea behind the idea, not the ‘big idea’
They’re about being interesting and useful, not narcissistic
Energetic ideas are different
They’re about a big idea behind the idea, not the ‘big idea’
They’re about being interesting and useful, not narcissistic
They’re about doing stuff, not just delivering a message
Energetic ideas are different
They’re about a big idea behind the idea, not the ‘big idea’
They’re about being interesting and useful, not narcissistic
They’re about doing stuff, not just delivering a message
They’re about doing lots of stuff, not doing one thing everywhere
Provide anuplifting experience
that enrichespeople’s lives
language,eg ‘skinny’
specials eg frappucino
habitsformation
rangeand options
orderingsystem
starbuckscompany
baristaculture
‘my sister’book
africa 05
socialresponsibility
used groundsfor gardeners
fair tradecoffee
causepublicityin store
sofas andambience
hearmusicXm
burn your owncd
music cd
in storeperformance
and art
book reading
starbuckssalon
akelah and the bee
Source: John Grant, ‘The Brand Innovation Manifesto’
“Any idea is dangerous if it’s a person’sonly idea”*
A culture full of depth and complexity
The rule of the 5%
Why not when the economics have changed?
* George Will’s take on the American idea, Atlantic Monthly, November 2007
Energetic ideas are different
They’re about a big idea behind the idea, not the ‘big idea’
They’re about being interesting and useful, not narcissistic
They’re about doing stuff, not just delivering a message
They’re about doing lots of stuff, not doing one thing everywhere
They’re about sweating the small stuff, not stopping at the big thing
A great idea nowadayscreates energy
Thank youhttp://www.garethkay.com
http://www.modernista.com
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