The Context for Getting to Great Ideas
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The Context for Getting to Great Ideas

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A presentation from the 2013 Influx Creativity Conference that examines the context for great ideas for brands.

A presentation from the 2013 Influx Creativity Conference that examines the context for great ideas for brands.

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The Context for Getting to Great Ideas Presentation Transcript

  • 1. INFLUX CREATIVITY NYC-2013-SPEAKERS 2 2013 INFLUX CREATIVITY CONFERENCE
  • 2. THE CONTEXT FOR GREAT IDEAS
  • 3. BRANDS SOLVED MASS PROBLEMS 4 2013 INFLUX CREATIVITY CONFERENCE
  • 4. THE PROBLEMS HAVE CHANGED- RELIABILITY? “It’s 10 years since J.D. Power revealed that there is no such thing as a bad car; they’re all good.”  —Mark Earls, Herd 5 2013 INFLUX CREATIVITY CONFERENCE
  • 5. THE COUNTRY IS CHANGING- MORE DIVERSE BY THE DAY The percentage of people identifying themselves as multiracial grew three-anda-half times faster during the last decade than the number of Americans reporting a single race. US Census- September 2012 6 2013 INFLUX CREATIVITY CONFERENCE
  • 6. THE OLD STEREOTYPES ARE CHANGING 7 2013 INFLUX CREATIVITY CONFERENCE
  • 7. THE DRIVERS OF CONSUMER CHANGE Technology + The Economy 8 2013 INFLUX CREATIVITY CONFERENCE
  • 8. TECHNOLOGY-WHY THE GROWTH? 9 2013 INFLUX CREATIVITY CONFERENCE
  • 9. TECHNOLOGY – THE JOY OF CONNECTIVITY “Smartphone users reach for their phones 150x per day.”  —Mary Meeker, Kleiner Perkins Caufield & Byers 10 2013 INFLUX CREATIVITY CONFERENCE
  • 10. TECHNOLOGY- MEERKATING Red Bull Second Screen 11 2013 INFLUX CREATIVITY CONFERENCE
  • 11. TECHNOLOGY-CHANGES OUR DEMANDS “There’s no opt-in for attention with an animated GIF” Alexis Kaplan- Tumblr Tinder No time to..... 12 2013 INFLUX CREATIVITY CONFERENCE
  • 12. ECONOMY – A “LESS” MENTALITY 13 2013 INFLUX CREATIVITY CONFERENCE
  • 13. PRIORITIZATION OVER ACCUMULATION COVEY’S TIME MANAGEMENT MATRIX Important Not Urgent 1 2 Not Important Urgent 3 “The accumulation of more is giving way to the prioritization of less.”  4 14 —J. Walker Smith, The Futures Company, 2013 2013 INFLUX CREATIVITY CONFERENCE
  • 14. WILL YOUR BRAND GET CUT? “Preliminary data suggest that August sales still are weak, though “better than July,” said Malcolm Knapp, a New Yorkbased consultant who created the index and has monitored the industry since 1970. The summer slowdown is a symptom of a “reallocation nation,” in which people choose between different discretionary items to purchase each month, he said.” Bloomberg- August 2013 15 2013 INFLUX CREATIVITY CONFERENCE
  • 15. CONTROL A NON-LINEAR PROCESS THE PURCHASE Source: The Futures Company, 2012 16 2013 INFLUX CREATIVITY CONFERENCE
  • 16. BLOWBACK-CONSUMERS BUY THEIR OWN ADS 17 2013 INFLUX CREATIVITY CONFERENCE
  • 17. ZERO TIME FOR BRANDS THAT AREN’T RELEVANT “Consumers wouldn’t care if 73% of brands disappeared.”  —Havas, 2012 18 2013 INFLUX CREATIVITY CONFERENCE
  • 18. HOW DO BRANDS RESPOND?
  • 19. WHO ARE YOU TALKING TO? Everyone else People who know you Your fans 20 2013 INFLUX CREATIVITY CONFERENCE
  • 20. TREAT THEM LIKE NUMBERS 21 2013 INFLUX CREATIVITY CONFERENCE
  • 21. DEMOS AREN’T EFFECTIVE Source: Catalina, 2012 22 2013 INFLUX CREATIVITY CONFERENCE
  • 22. GIVING CARROTS TO RABBITS “...in recent years, fueled by the need to grab eyeballs in our short attention-span culture, marketers have deploying the “Made ya look!” fakeout with an increasingly exhausting regularity. We now live in the age in which any wild, weird thing can still go viral—but it’ll also soon after provoke a weary question of ‘Yeah, and what’s it trying to sell?’”  —Salon, October 4, 2013 23 2013 INFLUX CREATIVITY CONFERENCE
  • 23. ANOTHER CRAZY STUNT, FOR SMART? 24 2013 INFLUX CREATIVITY CONFERENCE
  • 24. THE STRATEGY WAS IGNORED In a desperate quest for fame, the strategy was ignored. 25 2013 INFLUX CREATIVITY CONFERENCE
  • 25. ATTENTION IS NOT A DEAD CERT Video Shares Peak Two Days After Brand Launch for Top Brands 26 2013 INFLUX CREATIVITY CONFERENCE
  • 26. MANY BRANDS ARE RUNNING SCARED 27 2013 INFLUX CREATIVITY CONFERENCE
  • 27. BRAND AND CONSUMER MISMATCH IMPORTANCE PERFORMANCE Offers High-Quality Products or Services 41% Places Customers Ahead of Profits 63% 62% Listens to Customer Needs and Feedback Treats Employees Well Difference 30% 61% 24% 59% 23% -22 -32 -37 -36 Source: Edelman, 2013 28 2013 INFLUX CREATIVITY CONFERENCE
  • 28. THE THREAT OF DISINTEMEDIATION 2012 Market Cap ($B) 2011 Revenue ($B) 2011 EBITDA ($B) Financials $6,855 $4,647 $1,035 Consumer Staples $4,386 $3,972 $543 Wal-Mart, Nestlé, P&G, Coca-Cola Information Technology $3,966 $2,298 $422 Apple, Microsoft, IBM, Google, Samsung Energy $3,926 $6,652 $1,068 Consumer Discretionary $3,734 $4,734 $624 Toyota, Amazon.com, McDonald’s, Walt Disney Health Care $3,380 $2,204 $455 Johnson & Johnson, Pfizer, Roche, Novartis Industrials $3,198 $4,407 $608 General Electric, Siemens, UPS Materials $3,129 $2,607 $712 BHP Billiton, Rio Tinto, Vale Telecommunication Services $2,572 $2,045 $699 China Mobile, AT&T, Telefónica, Vodafone Utilities $1,188 $1,501 $315 GDF Suez, National Grid, E.ON, EDF TOTAL $36,335 $35,066 $6,483 Top Companies by Market Cap ICBC, China Construction Bank, Wells Fargo Exxon Mobile, PetroChina, Shell, Chevron Source: Mary Meeker, Kleiner Perkins Caufield & Byers 29 2013 INFLUX CREATIVITY CONFERENCE
  • 29. NEW, BETTER, MORE HUMAN, MORE PERSONAL 30 2013 INFLUX CREATIVITY CONFERENCE
  • 30. THERE’S A NEW HIGH BAR FOR BRANDS New expectations New demands- it’s not about your category = brands can’t ignore the realities Be Real Be Concrete Be Human/Connected/Personal Be Believable Do something Solve a problem 31 2013 INFLUX CREATIVITY CONFERENCE
  • 31. THINK ABOUT ACTIVITY, NOT AUDIENCE “As more organizations realise that the key to long-lasting, commercially pleasant relationships is great digital service delivery not message delivery - you can expect audience thinking to diminish and activity thinking to increase.” Russell Davies-October 2013 32 2013 INFLUX CREATIVITY CONFERENCE
  • 32. FROM GENERALIZATIONS TO SOLUTIONS Messaging Finding the broad glue that connects lots of individuals grouped together under ridiculously broad generalizations Need Solving for individual needs 33 2013 INFLUX CREATIVITY CONFERENCE
  • 33. WHAT DO USERS WANT TO DO? Learn Personalize Brag Play Entertain Connect Experience Solve Share Buy Net- Highly Personalized solutions 34 2013 INFLUX CREATIVITY CONFERENCE
  • 34. WHAT DO USERS WANT? Source: Adaptive Path 35 2013 INFLUX CREATIVITY CONFERENCE
  • 35. THE BLANK SLATE OF TUMBLR Today there are millions of people making stuff and putting it into the world: that's become part of our identity and it shouldn't be limited to people who fancy themselves writers, or who are particularly witty or talented. David Karp on Tumblr 36 2013 INFLUX CREATIVITY CONFERENCE
  • 36. WHAT OTHER PROBLEMS COULD YOUR BRAND SOLVE? Nike Training Club: 600k workouts/week 37 2013 INFLUX CREATIVITY CONFERENCE
  • 37. MAKE SOMETHING BETTER Samsung: Takes all your Foursquare data aggregates it and brings your city experience to life 38 2013 INFLUX CREATIVITY CONFERENCE
  • 38. PAPER MAKES CREATING EASY Paper http://vimeo.com/75045142 39 2013 INFLUX CREATIVITY CONFERENCE
  • 39. ZOMBIE HACK THE SELFIE No3 App in the World 50 photos uploaded every second People love “selfies” 500m photos a day are uploaded to social networks Dead Yourself 40 http://www.youtube.com/watch?v=jStB1MnFqaU 2013 INFLUX CREATIVITY CONFERENCE
  • 40. DON’T SOLVE EVERYTHING- LET PEOPLE WORK THINGS OUT 41 2013 INFLUX CREATIVITY CONFERENCE
  • 41. WHAT NEEDS SOLVING? “With every call, you’re telling Amazon how to be better. And getting better at selling to you is exactly what Amazon wants.”  —Roberto Baldwin, Wired 42 2013 INFLUX CREATIVITY CONFERENCE
  • 42. THE RISE OF THE SMALL AND PERSONAL In looking at the industry's growth over the last decade, Ms. Somers said the company realized that half of the growth was being driven by those smaller brands, with one-third driven by segments -- such as energy drinks -- that barely existed a decade ago. Out of 3,000 brands in the nonalcoholic category, only 33 are billion-dollar brands. Ms. Somers' group is hoping to identify and cultivate the next brand to crack the billion-dollar mark. To do that, VEB is looking for entrepreneurial brands with potential and identifying overseas brands that could be successful in the U.S. "Plenty of products at Coca-Cola play in the middle of the distribution curve," Ms. Somers said. "At VEB, we really live on the left. We will develop things that not everybody will like, and that's OK. Ad Age-2010 43 2013 INFLUX CREATIVITY CONFERENCE
  • 43. MAKING BIG, PERSONAL 44 2013 INFLUX CREATIVITY CONFERENCE
  • 44. INNOVATION CAN COME FROM BIG 45 2013 INFLUX CREATIVITY CONFERENCE
  • 45. EMBRACE THE NAIVE 46 2013 INFLUX CREATIVITY CONFERENCE
  • 46. MAKING THE INTANGIBLE, TANGIBLE 47 2013 INFLUX CREATIVITY CONFERENCE
  • 47. CLARITY OF PURPOSE “To create a family of devices and services for individuals and businesses that empower people around the globe at home, at work and on the go, for the activities they value most.” 48 “Everyone’s private driver” 2013 INFLUX CREATIVITY CONFERENCE
  • 48. CLARITY OF PURPOSE MAKES IT EASIER Dove: Brand consistency and continuity—from viral to social responsibility. 49 2013 INFLUX CREATIVITY CONFERENCE
  • 49. BE USEFUL-BE GENEROUS- USE YOUR SCALE http://www.youtube.com/watch?v=1nOcp16exF4 50 2013 INFLUX CREATIVITY CONFERENCE
  • 50. BE USEFUL-SOLVE BIG PROBLEMS Coca-Cola Ekocenter- Africa 51 2013 INFLUX CREATIVITY CONFERENCE
  • 51. MAKE PARTICIPATION HAPPEN http://vimeo.com/ 62082218 Charity Water Birthday Campaign 52 2013 INFLUX CREATIVITY CONFERENCE
  • 52. INITIATE A CONVERSATION http://vimeo.com/68751825 53 2013 INFLUX CREATIVITY CONFERENCE
  • 53. INITIATE A CONVERSATION 2 months late No ideas Off the radar- small project Leader who wanted it to be great Patient 54 2013 INFLUX CREATIVITY CONFERENCE
  • 54. YOU CAN’T ITERATE MAGIC 55 2013 INFLUX CREATIVITY CONFERENCE
  • 55. MAGIC MATTERS 56 2013 INFLUX CREATIVITY CONFERENCE
  • 56. MAGIC MATTERS A student wanted more human-like footwear 57 2013 INFLUX CREATIVITY CONFERENCE
  • 57. MAGIC MATTERS Let the art out of the gallery 58 2013 INFLUX CREATIVITY CONFERENCE
  • 58. MAGIC MATTERS MINI owners get to drive Indianapolis 59 2013 INFLUX CREATIVITY CONFERENCE
  • 59. GREAT IDEAS DEMAND Magic ‣ Understand, respect and value people ‣ Think about needs- solve for them ‣ Add something to their lives, make it better, rather than detract or distract ‣ ‣ 60 OK-BUT........ 2013 INFLUX CREATIVITY CONFERENCE
  • 60. HOW DO YOU GET THERE? Be Willing to Experiment - Adopt a “test and learn mentality” Iterate on the Spot Clear the Path- Small Team/Easy Decision Making Expect Idea Killers, but Stand Up to Them Be Responsible/Accountable- “They have to pay their kids college tuition” Source: Eliza Esquivel- VP Brand Strategy, Mondelez 61 2013 INFLUX CREATIVITY CONFERENCE