What makes a great
idea nowadays?
Gareth Kay
Head of Planning, Modernista!
Fresh Meet 11.13.07

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

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

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

Energetic ideas are different
They’re about a big idea behind the idea, not the ‘big idea’

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)

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

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

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

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’

“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

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

A great idea nowadays
creates energy

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