What makes a great idea nowadays?

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Presentation (my current shtick) from Hall and Partners Fresh Meet in New York 11/13/2007

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What makes a great idea nowadays?

  1. 1. What makes a great idea nowadays? Gareth Kay Head of Planning, Modernista! Fresh Meet 11.13.07
  2. 2. Not that many ideas seem to be great “in most categories a brand’s market share is stationary” 4 out of 5 categories seen as increasingly homogeneous less than 1 in 10 ads seen as different 4% response rate successful in dm; 0.5% average click-thru rate for banners 3x $ spent on price cutting as on ‘brand building’ in packaged goods
  3. 3. The usual objectives are wrong Awareness doesn’t really matter in a world of overchoice Attributes and attitudes, adjusted for brand size, don’t change Image doesn’t shift until after behavior
  4. 4. It’s energy that matters The active or moving force of a brand A leading indicator of usage and preference Justifies a higher price Adds an incremental 64% to brand value than sales growth alone Source: Y&R Brand Asset Valuator
  5. 5. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’
  6. 6. Have a social mission, not just a commercial proposition
  7. 7. Make people think about the world around them
  8. 8. Photo: Andrew Hovells (aka Northern Planner)
  9. 9. Photo: Andrew Hovells (aka Northern Planner)
  10. 10. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic
  11. 11. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic They’re about doing stuff, not just delivering a message
  12. 12. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic They’re about doing stuff, not just delivering a message They’re about doing lots of stuff, not doing one thing everywhere
  13. 13. specials eg language, frappucino eg ‘skinny’ habits formation ‘my sister’ range book and options book Provide an barista reading culture uplifting experience ordering system that enriches akelah and used grounds people’s lives the bee in store for gardeners starbucks performance sofas and company and art social starbucks ambience 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’
  14. 14. “Any idea is dangerous if it’s a person’s only idea”* A culture full of depth and complexity The rule of the 5% Why not when the economics have changed? * George Will’s take on the American idea, Atlantic Monthly, November 2007
  15. 15. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic They’re about doing stuff, not just delivering a message They’re about doing lots of stuff, not doing one thing everywhere They’re about sweating the small stuff, not stopping at the big thing
  16. 16. A great idea nowadays creates energy
  17. 17. Thank you http://www.garethkay.com http://www.modernista.com

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