Alex Brands - Inspire! Winner - 4A's Strategy Festival 2013

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Alex Brands, Peter A. Mayer Advertising, "Useless" presentation from the 4A's Strategy Festival 2013. More info at http://www.4asstrategyfestival.com/

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  • Hi ladies and gentleman, my presentation is called Unless, lets dive right in.
  • Because to understand how to provide something, we need to know what it is, and where it comes from.
  • A good blueprint for the way I approached the issue, and what we’re really talking about here is value and how to provide it
  • Because to understand how to provide something, we need to know what it is, and where it comes from.
  • Three levelsPerceptions shallowest – handbagUtility – serves a purpose or finctions as a tool. Paper towel and has perception of valueRarity – derives its value from the fact that its irreplaceable. The first automobile.
  • Three levelsPerceptions shallowest – handbagUtility – serves a purpose or functions as a tool. Paper towel and has perception of valueRarity – derives its value from the fact that its irreplaceable. The first automobile.
  • Level I: PerceptionShallow way to create valueLeast control over the big pictureLittle opportunity to change the nature of productMajority of marketing. Convince/Persuade. Branding. It’shttp://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man.html?quote=567Fashion + Rory + Cast Iron1813 Prussia – to chip in against a war with France to chip in Jewelry. For the next 50 years it became the jewelry of those with the most status because it was badge of their sacrifice for the nation.
  • Level I: PerceptionShallow way to create valueLeast control over the big pictureLittle opportunity to change the nature of productMajority of marketing. Convince/Persuade. Branding. It’shttp://www.ted.com/talks/rory_sutherland_life_lessons_from_an_ad_man.html?quote=567Fashion + Rory + Cast Iron1813 Prussia – to chip in against a war with France to chip in Jewelry. For the next 50 years it became the jewelry of those with the most status because it was badge of their sacrifice for the nation.
  • Level II: UtilityValue comes from solving a problem. Tool like a hammer. Functionality and perception of functionality baked inMore control over the product itself.But many ways to skin a cat. Some equal some better – mp3 playerSpill and its relation to a paper towel to illustrate the interweaving of perception and utility.Spilled Milk > Subset of Options (Cleans and has the perception of cleaning) Value in the subset comes from the utility of all, but likely one will outperform the others. Let’s say paper towelsTowelRagNapkinPaper Towel Subset of brands of paper towel (choices we make daily and where perception plays role based on branding bc utility between them is marginal)
  • Level II: UtilityValue comes from solving a problem. Tool like a hammer. Functionality and perception of functionality baked inMore control over the product itself.But many ways to skin a cat. Some equal some better – mp3 playerSpill and its relation to a paper towel to illustrate the interweaving of perception and utility.Spilled Milk > Subset of Options (Cleans and has the perception of cleaning) Value in the subset comes from the utility of all, but likely one will outperform the others. Let’s say paper towelsTowelRagNapkinPaper Towel Subset of brands of paper towel (choices we make daily and where perception plays role based on branding bc utility between them is marginal)
  • Level III: RarityTranscends the first two levelsPerceived as valuableServes its function best. Highest utility.The highest form is something that is irreplaceable. Can’t be replicated.Truly genius ideas, crowned jewels, music (why so few make it) True invention begins in rarity and cascades to utility then to perception.The automobile between 1900 and now.3D printing / Additive manufacturing.Full control over the product from beginning to end.Sometimes people don’t know they want it.““If I had asked people what they wanted, they would have said faster horses.” ― Henry Ford.
  • Level III: RarityTranscends the first two levelsPerceived as valuableServes its function best. Highest utility.The highest form is something that is irreplaceable. Can’t be replicated. Easy go to here is diamonds but Truly genius ideas, crowned jewels, music (why so few make it)3D printing / Additive manufacturing.Full control over the product from beginning to end.Sometimes people don’t know they want it.““If I had asked people what they wanted, they would have said faster horses.” ― Henry Ford.http://adage.com/article/agency-news/3-d-printing-firm-makerbot-droga5-s-newest-client/244781/
  • Automobile.Flatscreens.Seeing now with Makerbots and droga, congrats. Bridging the gap from rarity to utility as we speak. As ford will tell you, being the first to breach attainability makes you a powerful player.
  • Three pronged issue. With Clients, Creatives, Accounts
  • Three pronged issue. With Clients, Creatives, Accounts
  • This is where we get into the theme of the presentation. Unless. Back to the handbag example. The client here is saying, “a bag’s a bag.” Strategy costs me a lot of extra time and money, but only creates a marginal difference in the work. The wonder if the time/resources are really evident in the work.
  • This is where we get into the theme of the presentation. Unless. Back to the handbag example. The client here is saying, “a bag’s a bag.” BUT IT ISN’T.
  • Change the perception clients have toward strategy. Make it worth their while, which seems obvious but it goes deeper.
  • And brings utility to the creative mindset. It brings them to a place they could not have gotten without the nugget or guidance that goes along with it.It becomes a tool they can use to make the work better and their clients happier.
  • How to achieve these elements in the realm of planning?Can’t be afraid to dive head first down the rabbit hole.Story of Rob Campbell and the car theives.
  • How to achieve these elements in the realm of planning?Can’t be afraid to dive head first down the rabbit hole. But what does that mean. Perceptoion. Utility. And Rarity.Story of Rob Campbell and the car theives. 5:30Anecdotes come in both historic and modern.Authenticity and milennials
  • Because to understand how to provide something, we need to know what it is, and where it comes from.And now that you understand the problem, I rare insights = does this bring the creative teams/client to some white space.If we can think like with this filter, and pursue rare insights with this knowledge, not as individual strategists, but as a strategy community, we can create an entirely new industry landscape. A landscape where clients come to shops for their strategy first. Where creativity and strategy are intertwined because one without the other is lunacy. USE THIS TO YOUR ADVANTAGE. NOW THAT YOU UNDERSTAND THE NATURE OF VALUE, YOU UNDERSTAND THE NATURE OF EVERYTHING VALUABLE, AND IN TURN, CAN TAKE THE NECESSARY STEPS TO TRANSFORM YOUR WORK INTO ITS MOST VALUABLE FORM FOR YOUR ENVIRONMENT.Value can cascade means that by solving the deepest of the issues, we can solve all the issues. An invaluable insights inherently brings value to a creative team, which in turn makes a measurable difference in the end work, changing the perception of
  • Thank you and questions.
  • Alex Brands - Inspire! Winner - 4A's Strategy Festival 2013

    1. 1. *Unless
    2. 2. Please tweet questions or comments to @AlxBrands.
    3. 3. If I had only one hour to save the world, I would spend fiftyfive minutes defining the problem, and only five minutes finding the solution. – Einstein
    4. 4. Let’s talk about value.
    5. 5. Where does value come from?
    6. 6. Where does value come from?
    7. 7. Value can cascade over time.
    8. 8. How does this translate to planning?
    9. 9. How does this translate to planning? Three-pronged issue.
    10. 10. Clients don’t want to pay for it.*
    11. 11. Clients don’t want to pay for it.* Perception issue
    12. 12. Clients don’t want to pay for it.* *Unless it creates tangible return.
    13. 13. Creatives don’t always value it.*
    14. 14. Creatives don’t always value it.* Utility
    15. 15. Creatives don’t always value it.* *Unless it elevates the creative plane.
    16. 16. Account people try to substitute for it.*
    17. 17. Account people try to substitute for it.* Rarity issue
    18. 18. Account people try to substitute for it.* *Unless it can’t be replicated.
    19. 19. Tangible ROI + Creative Elevation + Irreplaceability
    20. 20. Tangible ROI + Creative Elevation + Irreplaceability DEPTH.
    21. 21. Value is layered. Value can cascade. Strategy that breaches the rarity frontier will create the most value.
    22. 22. *Thank

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