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Breaking Through the Clutter Jack Perlinski Director DAIS | Brand Strategy
Clutter in = Clutter out
Be prepared to think differently! It’s not about which style button works best. The idea is more important and more valuable than the action.
 
 
 
 
What’s your idea? Drill down to the simple truth.  One concept that sums it all up. Then ask yourself if you think it’s interesting enough.
Understand the environment. Know your target. Choose your time wisely. Present the best you've got. Adapt your approach.
Focus your creative energy and be strategic > Create Awareness > Establish Profile > Develop Relationships
BRAND DNA 0 . 06% What really makes your offer different ?
Innovation Methodology
 
 
 
Five simple rules.
1. Give to get.  Don’t sell to get. [ Never give something you wouldn't remember getting yourself ] Create interactions that are valued.  Basic Rules. Your brand should never break.
 
2. Express Passions to Connect to Desires.  [ You don't drive desire. Desire is the destination] What are you “being”? People remember and are more likely to respond to what they see than what they read or hear. Think about the message behind the message Basic Rules. Your brand should never break.
 
First Response: 6min
3. Disrupt the norm.  Get to the point upfront. Generate Awareness and create positive disruptions. [ Brave enough and innovative enough to stand out from the pack. Your way! ] Basic Rules. Your brand should never break.
Break the surface with attractive distractions. [ think beyond two dimensions and content ] What if you could touch it?  What if you could hear it?
 
 
 
 
 
4. Establish Profile.  Fly the flag. Engage & Engaged [ Establish a leadership mentality & remember to inspire + cross sell ] Tell your story.  Basic Rules. Your brand should never break.
 
 
 
 
 
5. Build Relationships.  Celebrate. [ Build people nurturing processes that exist beyond you and outside of what you do. Make others look good. ]  Internally and Externally Basic Rules. Your brand should never break.
Campaign or Process Not everything needs to be done forever. Reinvent yourself constantly.
 
 
 
 
 
 
 
 
Remember. Clutter in = Clutter out
Create disruptions but do it with reliable consistency Think PROCESS !!
 
 
Hit more than one mark at a time. The more you hit the more it sticks.
Thank you. Jack Perlinski Director DAIS | Brand Strategy

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Breaking through the clutter | EMSA 2011

  • 1. Breaking Through the Clutter Jack Perlinski Director DAIS | Brand Strategy
  • 2. Clutter in = Clutter out
  • 3. Be prepared to think differently! It’s not about which style button works best. The idea is more important and more valuable than the action.
  • 4.  
  • 5.  
  • 6.  
  • 7.  
  • 8. What’s your idea? Drill down to the simple truth. One concept that sums it all up. Then ask yourself if you think it’s interesting enough.
  • 9. Understand the environment. Know your target. Choose your time wisely. Present the best you've got. Adapt your approach.
  • 10. Focus your creative energy and be strategic > Create Awareness > Establish Profile > Develop Relationships
  • 11. BRAND DNA 0 . 06% What really makes your offer different ?
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  • 17. 1. Give to get. Don’t sell to get. [ Never give something you wouldn't remember getting yourself ] Create interactions that are valued. Basic Rules. Your brand should never break.
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  • 19. 2. Express Passions to Connect to Desires. [ You don't drive desire. Desire is the destination] What are you “being”? People remember and are more likely to respond to what they see than what they read or hear. Think about the message behind the message Basic Rules. Your brand should never break.
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  • 22. 3. Disrupt the norm. Get to the point upfront. Generate Awareness and create positive disruptions. [ Brave enough and innovative enough to stand out from the pack. Your way! ] Basic Rules. Your brand should never break.
  • 23. Break the surface with attractive distractions. [ think beyond two dimensions and content ] What if you could touch it? What if you could hear it?
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  • 29. 4. Establish Profile. Fly the flag. Engage & Engaged [ Establish a leadership mentality & remember to inspire + cross sell ] Tell your story. Basic Rules. Your brand should never break.
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  • 35. 5. Build Relationships. Celebrate. [ Build people nurturing processes that exist beyond you and outside of what you do. Make others look good. ] Internally and Externally Basic Rules. Your brand should never break.
  • 36. Campaign or Process Not everything needs to be done forever. Reinvent yourself constantly.
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  • 45. Remember. Clutter in = Clutter out
  • 46. Create disruptions but do it with reliable consistency Think PROCESS !!
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  • 49. Hit more than one mark at a time. The more you hit the more it sticks.
  • 50. Thank you. Jack Perlinski Director DAIS | Brand Strategy

Editor's Notes

  1. Darren
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