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BIG IDEAS<br />
BIG IDEAS<br />are <br />getting smaller<br />
Big <br />Ideas are BIG<br />
Big <br />Ideas are monumental<br />
But Big <br />Ideas can<br />be small too…<br />
Why?<br />
vs.<br />A series <br />of small       	ideas<br />One Big Idea<br />vs.<br />
Attention Deficit<br />
We are inundated with information: data points, powerpoints, you name it.<br />
To break through this clutter, branded content must contain a compact idea, a point<br />
Small compact ideas fit into our headspace more easily than big ideas<br />
So we’re starting to actively resist big, monolithic ideas.<br />
So we’re starting to actively resist big, monolithic ideas.<br />And seek <br />out small, compact ones.<br />
To use an art analogy: we’re moving into an era of more conceptual advertising<br />
Of series and patterns, not masterpieces. <br />Of coherence, not consistency.<br />
An era of pull messaging, not<br />push messaging<br />
And it’s all<br />about getting<br />heard.<br />
But getting heard doesn’t mean that your idea will get...<br />shared<br />
And to have a shot at getting shared, your idea has to be…<br />shareable<br />
Small ideas are infinitely more sharable.<br />
They can be summed up in less than 140 characters, explained in a Facebook post. <br />
They can be summed up in less than 140 characters, explained in a Facebook post. <br />They are light and they travel well...
And they help us define ourselves.<br />Who am I, really?<br />You are who your wall posts say you are.<br />
Big, monolithic ideas don’t fair well in this environment<br />They are often <br />hard to explain <br />to people.<br />...
Big ideas tend to be cumbersome and coercive. And they are increasingly easy to tune out.<br />“A Diamond is Forever”<br /...
Big ideas tend to be cumbersome and coercive. And they are increasingly easy to tune out.<br />All we have to do is turn o...
So what about the Nike work?<br />I see it as a reaction to the “small-ideas” movement – a bigger and better kind of monum...
But even Nike complemented it with small-scale activation ideas.<br />
Appendix<br />
Not all brands need to act small<br /><ul><li>Brands that are highly targeted (e.g. B2B)
Brands that need to drive people to stores
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Big ideas getting smaller

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Transcript of "Big ideas getting smaller"

  1. 1. BIG IDEAS<br />
  2. 2. BIG IDEAS<br />are <br />getting smaller<br />
  3. 3.
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8. Big <br />Ideas are BIG<br />
  9. 9. Big <br />Ideas are monumental<br />
  10. 10. But Big <br />Ideas can<br />be small too…<br />
  11. 11.
  12. 12.
  13. 13. Why?<br />
  14. 14. vs.<br />A series <br />of small ideas<br />One Big Idea<br />vs.<br />
  15. 15. Attention Deficit<br />
  16. 16. We are inundated with information: data points, powerpoints, you name it.<br />
  17. 17. To break through this clutter, branded content must contain a compact idea, a point<br />
  18. 18. Small compact ideas fit into our headspace more easily than big ideas<br />
  19. 19. So we’re starting to actively resist big, monolithic ideas.<br />
  20. 20. So we’re starting to actively resist big, monolithic ideas.<br />And seek <br />out small, compact ones.<br />
  21. 21. To use an art analogy: we’re moving into an era of more conceptual advertising<br />
  22. 22. Of series and patterns, not masterpieces. <br />Of coherence, not consistency.<br />
  23. 23. An era of pull messaging, not<br />push messaging<br />
  24. 24. And it’s all<br />about getting<br />heard.<br />
  25. 25. But getting heard doesn’t mean that your idea will get...<br />shared<br />
  26. 26. And to have a shot at getting shared, your idea has to be…<br />shareable<br />
  27. 27. Small ideas are infinitely more sharable.<br />
  28. 28. They can be summed up in less than 140 characters, explained in a Facebook post. <br />
  29. 29. They can be summed up in less than 140 characters, explained in a Facebook post. <br />They are light and they travel well.<br />
  30. 30. And they help us define ourselves.<br />Who am I, really?<br />You are who your wall posts say you are.<br />
  31. 31. Big, monolithic ideas don’t fair well in this environment<br />They are often <br />hard to explain <br />to people.<br />And there is rarely a motivation to share them.<br />You are who your wall posts say you are.<br />
  32. 32. Big ideas tend to be cumbersome and coercive. And they are increasingly easy to tune out.<br />“A Diamond is Forever”<br />“Maybe she’s born with it – maybe it’s Maybelline”<br />“Breakfast of Champions”<br />Maxwell: “Good to the last drop”<br />
  33. 33. Big ideas tend to be cumbersome and coercive. And they are increasingly easy to tune out.<br />All we have to do is turn our heads 5 degrees and look down at our laptop screens. <br />
  34. 34. So what about the Nike work?<br />I see it as a reaction to the “small-ideas” movement – a bigger and better kind of monumental campaign. <br />
  35. 35. But even Nike complemented it with small-scale activation ideas.<br />
  36. 36. Appendix<br />
  37. 37. Not all brands need to act small<br /><ul><li>Brands that are highly targeted (e.g. B2B)
  38. 38. Brands that need to drive people to stores
  39. 39. Brands that need to show how their products work…</li></ul>But slowly, these brands will follow suit – as their audience becomes more tech-savvy and they find more places to store content. <br />
  40. 40. Discussion points<br />Are brands becoming idea-makers?<br />Are today’s iconic brands the ones that produce smart, coherent content on a consistent basis?<br />Are we seeing a new poetry of ideas?<br />Are smaller, more concise ideas driving new businesses today?<br />Does social media and “scalability” allow us to amplify small ideas, make them reach farther?<br />E.g. Businesses like Kickstarter, AirBnB, Facebook… are we drawn to them because they are good ideas, or because they offer us a utility?<br />
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