LeJ-‐brain/right-‐brain • CreaBve people are right-‐ brained • LeJ-‐brain sees the details. It’s logic, language, lists, wriBng. It arrives at conclusions. • Right brain gets the whole picture. It’s intuiBve, images, colour; it leaps to conclusions. • LeJ brained people deconstruct ideas to validate them. Then ﬁnd it hard puRng the idea back together again.
1st point of conﬂict • We WRITE briefs but SEE the work • Using diﬀerent parts of the brain for each task
2nd point of conﬂict: Abstract and Concrete ideas
The 5 stages of an idea 1. Gather the facts 2. Look for a connecBon 3. Walk away from it 4. Start wriBng 5. Test it
Ideas are new combinaBons • A new combinaBon of old elements • Business ideas are new combinaBons: Henry Ford watched meat-‐packers. • Advertorial, infomercials, B-‐VD • AdverBsing ideas: The apparently irrelevant made relevant
What is a BIG IDEA? • A big idea is an idea that liberates rather than diminishes the meaning of a brand • There are 2 diﬀerences between an idea and a BIG idea. The ﬁrst is transformaBon: ideas are ephemeral, BIG ideas transform us, the way we see ourselves, others and the world. The second is shared emoBon. Ideas are interesBng. BIG ideas capBvate the hearts and minds of many and inspire debate, dissent, enlightenment and comfort. • BIG ideas, in a single thought, sum up what a brand stands for, unifying its communicaBon and direcBng all its future acBon. • A BIG idea lives and breathes in all comms.
The hierarchy of ideas CreaBve idea CommunicaBons Idea Business Idea