Alex Brands - Inspire! Winner - 4A's Strategy Festival 2013

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Alex Brands, Peter A. Mayer Advertising, "Useless" presentation from the 4A's Strategy Festival 2013. More info at http://www.4asstrategyfestival.com/

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Alex Brands - Inspire! Winner - 4A's Strategy Festival 2013

  1. 1. *Unless
  2. 2. Please tweet questions or comments to @AlxBrands.
  3. 3. If I had only one hour to save the world, I would spend fiftyfive minutes defining the problem, and only five minutes finding the solution. – Einstein
  4. 4. Let’s talk about value.
  5. 5. Where does value come from?
  6. 6. Where does value come from?
  7. 7. Value can cascade over time.
  8. 8. How does this translate to planning?
  9. 9. How does this translate to planning? Three-pronged issue.
  10. 10. Clients don’t want to pay for it.*
  11. 11. Clients don’t want to pay for it.* Perception issue
  12. 12. Clients don’t want to pay for it.* *Unless it creates tangible return.
  13. 13. Creatives don’t always value it.*
  14. 14. Creatives don’t always value it.* Utility
  15. 15. Creatives don’t always value it.* *Unless it elevates the creative plane.
  16. 16. Account people try to substitute for it.*
  17. 17. Account people try to substitute for it.* Rarity issue
  18. 18. Account people try to substitute for it.* *Unless it can’t be replicated.
  19. 19. Tangible ROI + Creative Elevation + Irreplaceability
  20. 20. Tangible ROI + Creative Elevation + Irreplaceability DEPTH.
  21. 21. Value is layered. Value can cascade. Strategy that breaches the rarity frontier will create the most value.
  22. 22. *Thank

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