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Let’s get married for
the right reason
Gareth Kay
Head of Planning, Modernista!
Polygamous Wedding 10.26.07
Courtesy of Richard Huntington (www.adliterate.com)
Photo from Tim WIlliams
(Ignition Consulting Group)
This marriage needs to be about the
creation of energy
The active or moving force of a brand

H&P:         Momentum rules
...
6 ways to create more energy
1. Be enthusiastic
A brand without a point of view
 is like a song without a tune
Have a social mission, not just
  a commercial proposition
Make people think about
 the world around them
Photo: Andrew Hovells
(aka Northern Planner)
Photo: Andrew Hovells
(aka Northern Planner)
2. Be interesting or useful
   (better still be both)
“Nobody reads advertising. People read what
 they want to read and sometimes it's an ad.”
                                ...
3. Do stuff
4. Do more than one thing
Any idea is dangerous if
it is a person's only idea
            George Will’s take on the American idea
                  ...
Stop making a thing,
start creating a puzzle
specials eg
                                                                    language,                 frappucino
     ...
Integration
Interaction
The rule of 5%
5. Get out of the
distribution industry
“We're not in the business of
keeping the media companies
alive. We're in the business of
 connecting with consumers.”
   ...
The best ad is 30 times more
  likely to be stopped and
  watched than the worst.

       The worst ad is 5.5 times
      ...
6. Sweat the small stuff
Thank you Ed and Influx Insights for spotting this
Stop delivering messages,
   start creating energy
Thank you
 http://www.garethkay.com
http://www.modernista.com
Polygamous Marriage
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Polygamous Marriage
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Charts from Polygamous Marriage Connections Planning conference, New Orleans October 26 2007. Argues that we need to stop being in the message delivery industry and instead be in the business of creating energy for brands.

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Polygamous Marriage

  1. 1. Let’s get married for the right reason Gareth Kay Head of Planning, Modernista! Polygamous Wedding 10.26.07
  2. 2. Courtesy of Richard Huntington (www.adliterate.com)
  3. 3. Photo from Tim WIlliams (Ignition Consulting Group)
  4. 4. This marriage needs to be about the creation of energy The active or moving force of a brand H&P: Momentum rules Y&R BAV: Brand energy is a leading indicator of usage and preference Justifies a higher price Adds an incremental 64% to brand value than sales growth alone
  5. 5. 6 ways to create more energy
  6. 6. 1. Be enthusiastic
  7. 7. A brand without a point of view is like a song without a tune
  8. 8. Have a social mission, not just a commercial proposition
  9. 9. Make people think about the world around them
  10. 10. Photo: Andrew Hovells (aka Northern Planner)
  11. 11. Photo: Andrew Hovells (aka Northern Planner)
  12. 12. 2. Be interesting or useful (better still be both)
  13. 13. “Nobody reads advertising. People read what they want to read and sometimes it's an ad.” Howard Gossage “Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” Patrick Barwise
  14. 14. 3. Do stuff
  15. 15. 4. Do more than one thing
  16. 16. Any idea is dangerous if it is a person's only idea George Will’s take on the American idea Atlantic Monthly, November 2007
  17. 17. Stop making a thing, start creating a puzzle
  18. 18. specials eg language, frappucino eg ‘skinny’ habits formation ‘my sister’ book range and options book barista Provide an reading culture uplifting experience ordering that enriches system akelah and used grounds people’s lives the bee for gardeners in store starbucks sofas and performance company social ambience and art starbucks responsibility salon africa 05 hearmusic fair trade Xm coffee music cd cause burn your own publicity cd in store Source: John Grant, ‘The Brand Innovation Manifesto’
  19. 19. Integration
  20. 20. Interaction
  21. 21. The rule of 5%
  22. 22. 5. Get out of the distribution industry
  23. 23. “We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.” Trevor Edwards, Nike New York Times, 10.14.07
  24. 24. The best ad is 30 times more likely to be stopped and watched than the worst. The worst ad is 5.5 times more likely to be fast forwarded than the best. Source: Millward Brown, DVRs and Link research 2005 via Adliterate
  25. 25. 6. Sweat the small stuff
  26. 26. Thank you Ed and Influx Insights for spotting this
  27. 27. Stop delivering messages, start creating energy
  28. 28. Thank you http://www.garethkay.com http://www.modernista.com
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Charts from Polygamous Marriage Connections Planning conference, New Orleans October 26 2007. Argues that we need to stop being in the message delivery industry and instead be in the business of creating energy for brands.

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