Big isn’t working“In most categories, a brand’s market share isstationary”4 out of 5 categories seen as increasingly homogeneousLess than 1 in 10 ads seen as different3 x $ spent on price cutting as on brand building in CPGSource: Andrew Ehrenberg; Copernicus Consulting; McKinsey
We’ve confused theend with the means
It’s time for small.
SmallWhy small mattersWhat small ideas look likeHow to think, and make, small
SmallWhy small matters
1. Big problems don’t need big solutions
2. ‘Small’ culture
"Square is elegant. The users flowthrough payment or application has beenreduced to the fewest possible steps; theapp has minimal features. He espouses atremendously attractive belief that goodindustrial design wins customers trust bydisappearing."
In an increasingly well designed world, it’s small things thatmake the big difference
3. Small is good for business
‘From suck to non-suck’ Pixar
“The bigger you get, thesmaller you have to act” Andy Spade
SmallWhy small mattersWhat small ideas look like
1. They’re in theservice of people
They build bridges
2. They remove friction
Elegant solutionstrump elegant things
3. One of many
“Any idea is dangerous if it’s aperson’s only idea”A culture full of depth and complexityThe rule of 5%New economics
Google Books Blogspot Youtube Google Google Google Scholar 411 Search Google Docs Organize the world’s information Google and make it Shopping universally accessible and Google useful. labs Chrome Browser Google Maps Google.org Google sketch Fossil fuel ChallengeSource: John Grant, ‘The Brand Innovation Manifesto’
“Like any company we require aprofit to stay in business. But it is not the reason we are in business. Thething that has not changed from day one is the desire to make people think about the world we live in. This is, and always will be, why we are in business.” Dave Hieatt
Photo: Andrew Hovells(aka Northern Planner)
Photo: Andrew Hovells(aka Northern Planner)
High frequency, low value,semi-predictable rewards
4. They do, don’t say
Stop communicating aproduct and start makingcommunication products
The long campaignCo-creation and participationLots of small betsCoherenceIdeas you advertiseFirst iteration is the beginning not endPaid media creates more media
SmallWhy small mattersWhat small ideas look likeHow to think, and make, small
Build brands from the bottom upnot the top down
Be useful, entertaining, interesting and playful in theservice of people
Make communication strategy learn from UX design
Doing something leadsto something interesting
Make communication products, not PowerPoint
Build a culture ofexperimentation not planning
Communications R&D
“The show doesn’tgo on because it’s ready; it goes onbecause it’s 1130” Lorne Michaels
Be rewarded for good behavior
Break the tyranny of big
Embrace small
“If you don’t like change, you’re going to like irrelevance even less” Gen. Eric Shinseki
jan Sturm
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