35. Technology has driven dramatic,
and continuous, cultural change
More social and communal (arguably amplifying who human beings are)
Location increasingly important
81. “The bigger a brand gets,
the smaller it should act,
because no one likes big.”
83. “Any idea is dangerous if it’s a
person’s only idea”
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
85. “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
86. Coherency, not consistency
barista Provide an
culture 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’
87. It’s about understanding
Google Google Scholar
Google and make it
accessible and Google
sketch Fossil fuel
93. 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?
94. 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.