“A cynic knows
the price of
everything, but
the value of
nothing” Oscar Wilde
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From PRICE to EXCHANGE
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Before After
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What do we want from consumers?
• Attention span?
• Engagement?
• Permission?
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LEGO: Customers Help
Create Products
+200% better
sales
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From PROMOTION
to ENGAGEMENT
& EVANGELISM
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A Brand’s A Cultural
Big Ideal
Best Self Trend/Truth
How Do You Find a Brand’s
Big Ideal?
“[Insert brand here]
believes the world would
be a better place if …”
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“Coke believes the world would be
a better place if we saw the glass
as half full not half empty.”
“Dove believes the world would be a
better place if women were allowed
to feel good about themselves.”
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“Give people an
idea so interesting
that the audience
wants to share it”
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Dove: Evolution
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Evolution Remix
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Onslaught
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Onslaught Remix
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The results
• The first double Grand Prix at Cannes
– TV commercial
– Viral film
• Sales up $500 million since beginning of
campaign
• Ranked 3rd for most transformed brand
– Behind YouTube and Google
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Dell Idea Storm
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Marketer of the Future
1. Experience – do your Customer Journey
2. Everywhere – create an idea with no TV
or print
3. Exchange – calculate the value of your
Customer
4. Evangelism – bring passion to your brand
through engagement
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Laurent Ferrante
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