Let’s get married for
the right reason
Gareth Kay
Head of Planning, Modernista!
Polygamous Wedding 10.26.07

Courtesy of Richard Huntington (www.adliterate.com)

Photo from Tim WIlliams
(Ignition Consulting Group)

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

6 ways to create more energy

1. Be enthusiastic

A brand without a point of view
is like a song without a tune

Have a social mission, not just
a commercial proposition

Make people think about
the world around them

Photo: Andrew Hovells
(aka Northern Planner)

Photo: Andrew Hovells
(aka Northern Planner)

2. Be interesting or useful
(better still be both)

“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

3. Do stuff

4. Do more than one thing

Any idea is dangerous if
it is a person's only idea
George Will’s take on the American idea
Atlantic Monthly, November 2007

Stop making a thing,
start creating a puzzle

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’

Integration

Interaction

The rule of 5%

5. Get out of the
distribution industry

“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

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

6. Sweat the small stuff

Thank you Ed and Influx Insights for spotting this

Stop delivering messages,
start creating energy

Thank you
http://www.garethkay.com
http://www.modernista.com