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Gareth Kay: Associate Partner, Director of Brand Strategy
I H AT E D I G I TA L S T R AT E G Y
S T R AT E G Y F O R T H E P O S T- D I G I TA L W O R L D
P O S T- D I G I TA L?
1992
A G O O D S T R AT E G Y1. Will the message trigger the desired response?2. Is it simple? (“-er” good, “-est” best)3. Is i...
N E W T E C H N O LO G Y
“This stuff is as mainstream as it can be.Google, the iPhone - these move theculture more than The Beatles did in the’60’s...
N E W T E C H N O LO G Y, D I F F E R E N T C U LT U R E
“Nobody comes out of a movie saying,“that was a really good movie. I reallyenjoyed it. It was really clear.”              ...
$77 million              $220 million                             $310 million
“We’ve moved from a downloading culture        to an uploading culture.”                           - Charles Vallance
Pre-digital    Post-digitalNarcissistic    InterestingMessaging        ActionsPerception      Behavior One way       Parti...
W H AT M A K E S A G O O D S T R AT E G Y N O W A D AY S ?
1 . B E I N T E R E S T E D I N W H ATPEOPLE AR E I NTE R ESTE D I N
H A V E A C U LT U R A L M I S S I O N ,N O T S I M P LY A C O M M E R C I A L P R O P O S I T I O N
BUILD A BRIDGE
2.   B E I N T E R E ST I N G N OT J U ST R I G H T
Q:   “If you had to choose, would you      rather be interesting or right?”                    —Malcolm Gladwell, GQ Magaz...
“If I were President of the United States, I would ratherA:    be right than interesting. If I were a CEO of a company, I ...
I NTE R ESTI NG   &   RIGHT
I F YO U A R E I N T E R E ST I N G ,I NTE R ESTI NG TH I NGS HAPPE N
L E AV E G A P S
3.   D O S T U F F, D O N ’ T J U S T S AY S T U F F
W E N O W L I V E I N T H E A G E I F I D E A S T H AT D O
S TO P C O M M U N I C AT I N G P R O D U C T S A N DS TA R T M A K I N G C O M M U N I C AT I O N P R O D U C T S    U S ...
D O N ’ T J U S T C O M M U N I C AT E A P R O D U C T   M A K E C O M M U N I C AT I O N P R O D U C T S
4.   E X P E R I M E N T W I T H S TO R Y T E L L I N G
T E L L S TO R I E S A C R O S S S C R E E N S
5 . M A K E T H E E V E R Y D AY P L AY F U L A N D U S E F U L
R E DUCE FR ICTION
6.   WOR K SMARTE R
HIRE   D I F F E R E N T LY
7.   B R EAK TH E TYRAN NY OF PE R FECTION
“The show doesn’t go on because it’s ready;it goes on because it’s eleven thirty.”                                  - Lorn...
E X P E R I M E N TS N OT R E S E A R C H
M I N I M U M VIAB LE PRODUCT
C O M M U N I C AT I O N R & D
I N S U M M A RY
Pre-digital    Post-digitalNarcissistic    InterestingMessaging        ActionsPerception      Behavior One way       Parti...
“Creative firms of all kinds (including ours) know that they must evolve at LEAST as fast as the world is changing around t...
Digital Strategy
Digital Strategy
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Digital Strategy

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Transcript of "Digital Strategy"

  1. 1. Gareth Kay: Associate Partner, Director of Brand Strategy
  2. 2. I H AT E D I G I TA L S T R AT E G Y
  3. 3. S T R AT E G Y F O R T H E P O S T- D I G I TA L W O R L D
  4. 4. P O S T- D I G I TA L?
  5. 5. 1992
  6. 6. A G O O D S T R AT E G Y1. Will the message trigger the desired response?2. Is it simple? (“-er” good, “-est” best)3. Is it entertaining? (what’s the sugar coating for the message ‘pill’)?
  7. 7. N E W T E C H N O LO G Y
  8. 8. “This stuff is as mainstream as it can be.Google, the iPhone - these move theculture more than The Beatles did in the’60’s. It’s shaping the human race.” - Andy Hertzfeld
  9. 9. N E W T E C H N O LO G Y, D I F F E R E N T C U LT U R E
  10. 10. “Nobody comes out of a movie saying,“that was a really good movie. I reallyenjoyed it. It was really clear.” - Russell Davies
  11. 11. $77 million $220 million $310 million
  12. 12. “We’ve moved from a downloading culture to an uploading culture.” - Charles Vallance
  13. 13. Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long
  14. 14. W H AT M A K E S A G O O D S T R AT E G Y N O W A D AY S ?
  15. 15. 1 . B E I N T E R E S T E D I N W H ATPEOPLE AR E I NTE R ESTE D I N
  16. 16. H A V E A C U LT U R A L M I S S I O N ,N O T S I M P LY A C O M M E R C I A L P R O P O S I T I O N
  17. 17. BUILD A BRIDGE
  18. 18. 2. B E I N T E R E ST I N G N OT J U ST R I G H T
  19. 19. Q: “If you had to choose, would you rather be interesting or right?” —Malcolm Gladwell, GQ Magazine
  20. 20. “If I were President of the United States, I would ratherA: be right than interesting. If I were a CEO of a company, I would rather be right than interesting. But I am a journalist— what journalist would rather be right than interesting?” —Malcolm Gladwell, GQ Magazine
  21. 21. I NTE R ESTI NG & RIGHT
  22. 22. I F YO U A R E I N T E R E ST I N G ,I NTE R ESTI NG TH I NGS HAPPE N
  23. 23. L E AV E G A P S
  24. 24. 3. D O S T U F F, D O N ’ T J U S T S AY S T U F F
  25. 25. W E N O W L I V E I N T H E A G E I F I D E A S T H AT D O
  26. 26. S TO P C O M M U N I C AT I N G P R O D U C T S A N DS TA R T M A K I N G C O M M U N I C AT I O N P R O D U C T S U S E F U L , E N T E R TA I N I N G , M E M O R A B L E N OT I N T E R R U P T I V E E X P E R I E N C E S C R E AT E , D O N ’ T J U S T F I L L , M E D I A S PA C E
  27. 27. D O N ’ T J U S T C O M M U N I C AT E A P R O D U C T M A K E C O M M U N I C AT I O N P R O D U C T S
  28. 28. 4. E X P E R I M E N T W I T H S TO R Y T E L L I N G
  29. 29. T E L L S TO R I E S A C R O S S S C R E E N S
  30. 30. 5 . M A K E T H E E V E R Y D AY P L AY F U L A N D U S E F U L
  31. 31. R E DUCE FR ICTION
  32. 32. 6. WOR K SMARTE R
  33. 33. HIRE D I F F E R E N T LY
  34. 34. 7. B R EAK TH E TYRAN NY OF PE R FECTION
  35. 35. “The show doesn’t go on because it’s ready;it goes on because it’s eleven thirty.” - Lorne Michaels
  36. 36. E X P E R I M E N TS N OT R E S E A R C H
  37. 37. M I N I M U M VIAB LE PRODUCT
  38. 38. C O M M U N I C AT I O N R & D
  39. 39. I N S U M M A RY
  40. 40. Pre-digital Post-digitalNarcissistic InterestingMessaging ActionsPerception Behavior One way Participatory Big Long
  41. 41. “Creative firms of all kinds (including ours) know that they must evolve at LEAST as fast as the world is changing around them.” —Tom Kelley, General Manager, IDEO
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