3. This isn’t really about the brief or digital...
It’s about the long, slow stuff of culture,
not the tech du jour
It’s about digital as a type of idea, not a channel
It’s about ideas and planning, not just briefs
All that being said....
27. Technology has driven dramatic, and
More social and communal (arguably amplifying who
human beings are)
Location increasingly important
76. “The bigger a brand
gets, the smaller it
should act, because
no one likes big.”
78. “Any idea is dangerous if it’s a person
A culture full of depth and complexity
The rule of 5% requires lots of matches to start a fire
Why not when the economics have changed and the
cost of failure is near zero?
80. “The mistake of science is to
pretend everything is a clock
when the world is a cloud.”
-Jonah Lehrer, referencing the work of Karl Popper
81. Coherency, not consistency
barista Provide an
uplifting experience ordering
that enriches system akelah and
used grounds people’s lives the bee
for gardeners in store
sofas and performance
social ambience and art starbucks
fair trade Xm
burn your own
Source: John Grant, ‘The Brand Innovation Manifesto’
82. It’s about understanding
Google Google Scholar
Google and make it
accessible and Google
sketch Fossil fuel
88. Better questions
What’s the real problem?
Who is this among?
How might we best approach solving this?
Why might they talk about this idea?
How do they get involved?
What keeps the conversation going?
89. There are no great briefs,
only great ads.
There are no great briefs,
but there are a lot of bad ones.
A good brief is probably about as
good as a brief gets.
97. Modern communication ideas are different
They are more about what they do and how they feel, not what they say
They come from culture, not commerce, first (it’s about how you can
make a positive contribution to culture; be interested in what people
are interested in, not yourself)
They are participatory and need to be designed with gaps
They are always on
They are liquid or linked
They might not be ‘ads as we know them’
They create, don’t fill, media space; media positive not media neutral
98. But at their heart, there is simplicity
GET the audience
TO do, feel or think something
BY the power of an idea