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Evolution of inspiring big ideas. What does it mean to be a planner in the digital age?

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Joonathan Lee, Managing Director, Brand Strategy, Huge
#DMC2014

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Evolution of inspiring big ideas. What does it mean to be a planner in the digital age?

  1. 1. November 21, 2014 45 Main St #220 BKLN / 718 625 4843 / hugeinc.com
  2. 2. November, 2014 Inspiring creative in a digital first world. Huge
  3. 3. Why am I here?
  4. 4. 1993
  5. 5. “Have an idea or leave the room”
  6. 6. 2001
  7. 7. 2005
  8. 8. 2008
  9. 9. 2010
  10. 10. 2010 200+ employees. BKLN LDN LA
  11. 11. 2014 1,000+ employees worldwide. ATL BKLN DC LDN LA PDX RIO SF SGP CAN
  12. 12. So … let me share a little about what I have learned
  13. 13. 1886
  14. 14. 1886
  15. 15. Passive consumers Promises Interruptive Storytellers Campaigns Pre-digital. People play the role of… Brands are judged by… Interactions are… Great brands play the role of… They deliver …
  16. 16. Say and Do
  17. 17. Single most compelling idea One thing that we need to say Unique selling proposition
  18. 18. But
  19. 19. Post-digital. (digital interactions became so ubiquitous, they transcended mediums and became the new way of life) Pre-digital. (media channels were limited and broadcast reigned) vs
  20. 20. Pre-digital. Passive consumers Promises Interruptive Storytellers Campaigns People play the role of… Brands are judged by… Interactions are… Great brands play the role of… They deliver … Post-digital. Active users Promises + behaviors Permissive Enablers Capabilities
  21. 21. How do you inspire creativity in this new word? Pre-digital Digital Digital-first emergence 1880 1990 2010
  22. 22. Can you apply the processes and frameworks created in this era
  23. 23. How do you navigate the constantly evolving and expanding touchpoints?
  24. 24. What is your role when you are not the only valid strategic voice
  25. 25. You need to evolve a few things 1.Philosophy. 2.Strategic Approach. 3.View of Creative.
  26. 26. Expand your … Philosophy
  27. 27. Customers first.
  28. 28. Users first.
  29. 29. Brands are built on values, mission and beliefs.
  30. 30. Brands are built on values, mission, beliefs and capabilities.
  31. 31. Create campaigns.
  32. 32. Create and make things. Participatory. Iterative. Valuable.
  33. 33. The planner sets the strategy.
  34. 34. The planner identifies the right strategy.
  35. 35. Deepen your … Strategic Process
  36. 36. Real Challenge The problem that lies behind the objective or goal Un-spoken User Need The want or need that the user has but can not articulate True Brand Capability What must be enabled to deliver on brand vision/mission Strategic idea Overhaul your briefing tools
  37. 37. Unearth the real challenge.
  38. 38. Awareness Relevance Equity Sales
  39. 39. Awareness Relevance Equity Sales Likes Clicks Tweets
  40. 40. But there is more!
  41. 41. WHY? But WHY? WHY? WHY?
  42. 42. I want to drive more sales why? Sales are down why? Competition is stealing share why? We are no longer seen as “special” why? We have been there so long we are the boring staple mass option We need to get our “Stige” back
  43. 43. Determine the root behavioral cause.
  44. 44. Understand and apply a valuable user need.
  45. 45. User Myth 1: New insights exist
  46. 46. Insight = Existing knowledge + digital context
  47. 47. User Myth 2: Research has all the answers
  48. 48. Data is a valuable crutch.
  49. 49. Clues are everywhere
  50. 50. Don’t ask observe
  51. 51. User myth 3 They know what they want
  52. 52. Technology creates expectations.
  53. 53. Expectations transfer behavior
  54. 54. Expectations lead to needs and desires
  55. 55. The Un-spoken Need
  56. 56. The Un spoken Need. 1.Solves a problem. 2.Sets expectations 3.Can be incremental
  57. 57. Go beyond the “Un-Met” Aspire for the “Un-Known” And you will find the “Un- Spoken”
  58. 58. Know your brand’s capability.
  59. 59. In truth brands are simple
  60. 60. Tendency to overcomplicate
  61. 61. A good brand has. 1.Focus. 2.Meaning. 3.Conviction
  62. 62. Vision Define where we want to be Mission What drives us Beliefs How we achieve the mission and vision
  63. 63. Vision Define where we want to be Mission What drives us Beliefs How we achieve the mission and vision Capability What we must enable for our user
  64. 64. What is a brand capability?
  65. 65. Addresses the challenge and un-spoken need
  66. 66. It is active and participatory
  67. 67. It delivers the brand’s vision, mission and beliefs
  68. 68. Think about what the brand should say, do and ENABLE
  69. 69. Shift from a campaign based model to a … Capability based model
  70. 70. The other World Cup
  71. 71. vs
  72. 72. vs
  73. 73. “Adidas may be the official world cup sponsor, but Nike wins the battle of the buzz.” 30% Nike’s “official and competitor buzz.” 14% Adidas’ “official and competitor buzz.” vs Data from Nielsen http://www.fastcompany.com/1658906/adidas-may-be-official-world-cup-sponsor-nike-wins-battle-buzz
  74. 74. How do you shift from inspiring a campaign centric model to inspiring a capability-centric model?
  75. 75. Create Value. Push forward. Support it.
  76. 76. Uber Delivers Ice Cream #UBERICECREAM
  77. 77. Create Value: Capability + need = authenticity. Enable before say. Deliver in context.
  78. 78. Create Value. Push forward. Support it.
  79. 79. HBO Go
  80. 80. Nature Valley Trail View.
  81. 81. Push Forward: Following = failure. Try, learn and iterate. What user needs you to do.
  82. 82. Create Value. Push forward. Support it.
  83. 83. Insert image of President cheese
  84. 84. Lowe’s Fix in Six.
  85. 85. Support it: Take the long view. Get out of the silo. Be agile.
  86. 86. Is the creative idea Creating Value. Pushing forward. Supportable.
  87. 87. Final Thoughts
  88. 88. You can not do this alone.
  89. 89. Inspire, identify, codify and help translate the strategic idea
  90. 90. “Have an idea or leave the room”
  91. 91. jelee@hugeinc.com
  92. 92. November 21, 2014 45 Main St #220 BKLN / 718 625 4843 / hugeinc.com

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