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Polygamous Marriage - Gareth Kay
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Polygamous Marriage - Gareth Kay


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  • 1. Let’s get married for the right reason Gareth Kay Head of Planning, Modernista! Polygamous Wedding 10.26.07
  • 2. Courtesy of Richard Huntington (
  • 3. Photo from Tim WIlliams (Ignition Consulting Group)
  • 4. This marriage needs to be about the creation of energy The active or moving force of a brand H&P: Momentum rules Y&R BAV: Brand energy is a leading indicator of usage and preference Justifies a higher price Adds an incremental 64% to brand value than sales growth alone
  • 5. 6 ways to create more energy
  • 6. 1. Be enthusiastic
  • 7. A brand without a point of view is like a song without a tune
  • 8. Have a social mission, not just a commercial proposition
  • 9. Make people think about the world around them
  • 10. Photo: Andrew Hovells (aka Northern Planner)
  • 11. Photo: Andrew Hovells (aka Northern Planner)
  • 12. 2. Be interesting or useful (better still be both)
  • 13. “Nobody reads advertising. People read what they want to read and sometimes it's an ad.” Howard Gossage “Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” Patrick Barwise
  • 14. 3. Do stuff
  • 15. 4. Do more than one thing
  • 16. Any idea is dangerous if it is a person's only idea George Will’s take on the American idea Atlantic Monthly, November 2007
  • 17. Stop making a thing, start creating a puzzle
  • 18. specials eg language, frappucino eg ‘skinny’ habits formation ‘my sister’ book range and options book barista Provide an reading culture uplifting experience ordering that enriches system akelah and used grounds people’s lives the bee for gardeners in store starbucks sofas and performance company social ambience and art starbucks responsibility salon africa 05 hearmusic fair trade Xm coffee music cd cause burn your own publicity cd in store Source: John Grant, ‘The Brand Innovation Manifesto’
  • 19. Integration
  • 20. Interaction
  • 21. The rule of 5%
  • 22. 5. Get out of the distribution industry
  • 23. “We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.” Trevor Edwards, Nike New York Times, 10.14.07
  • 24. The best ad is 30 times more likely to be stopped and watched than the worst. The worst ad is 5.5 times more likely to be fast forwarded than the best. Source: Millward Brown, DVRs and Link research 2005 via Adliterate
  • 25. 6. Sweat the small stuff
  • 26. Thank you Ed and Influx Insights for spotting this
  • 27. Stop delivering messages, start creating energy
  • 28. Thank you