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What makes a great
idea nowadays?
Gareth Kay
Head of Planning, Modernista!
Fresh Meet 11.13.07
Not that many ideas seem to be great

“in most categories a brand’s market share is stationary”

4 out of 5 categories seen as increasingly homogeneous

less than 1 in 10 ads seen as different

4% response rate successful in dm; 0.5% average click-thru rate for
banners

3x $ spent on price cutting as on ‘brand building’ in packaged goods
The usual objectives are wrong

Awareness doesn’t really matter in a world of overchoice

Attributes and attitudes, adjusted for brand size,
don’t change

Image doesn’t shift until after behavior
It’s energy that matters

       The active or moving force of a brand

       A leading indicator of usage and preference
       Justifies a higher price
       Adds an incremental 64% to brand value than sales
       growth alone




Source: Y&R Brand Asset Valuator
Energetic ideas are different

They’re about a big idea behind the idea, not the ‘big idea’
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)
Energetic ideas are different

They’re about a big idea behind the idea, not the ‘big idea’

They’re about being interesting and useful, not narcissistic
Energetic ideas are different

They’re about a big idea behind the idea, not the ‘big idea’

They’re about being interesting and useful, not narcissistic

They’re about doing stuff, not just delivering a message
Energetic ideas are different

They’re about a big idea behind the idea, not the ‘big idea’

They’re about being interesting and useful, not narcissistic

They’re about doing stuff, not just delivering a message

They’re about doing lots of stuff, not doing one thing everywhere
specials eg
                                                                    language,                 frappucino
                                                                    eg ‘skinny’
                                                                                    habits
                                                                                  formation
                            ‘my sister’
                                                                      range
                              book
                                                                   and options

                                                                                               book
                                                         Provide an
                                     barista
                                                                                              reading
                                     culture        uplifting experience ordering
                                                                          system
                                                        that enriches                                       akelah and
                used grounds                          people’s lives                                          the bee
                                                                                        in store
                for gardeners               starbucks
                                                                                      performance
                                                                    sofas and
                                            company
                                                                                        and art
                               social                                                             starbucks
                                                                    ambience
                           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’
“Any idea is dangerous if it’s a person’s
 only idea”*
 A culture full of depth and complexity

 The rule of the 5%

 Why not when the economics have changed?




* George Will’s take on the American idea, Atlantic Monthly, November 2007
Energetic ideas are different

They’re about a big idea behind the idea, not the ‘big idea’

They’re about being interesting and useful, not narcissistic

They’re about doing stuff, not just delivering a message

They’re about doing lots of stuff, not doing one thing everywhere

They’re about sweating the small stuff, not stopping at the big thing
A great idea nowadays
    creates energy
Thank you
 http://www.garethkay.com
http://www.modernista.com

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What makes a great idea nowadays?

  • 1. What makes a great idea nowadays? Gareth Kay Head of Planning, Modernista! Fresh Meet 11.13.07
  • 2. Not that many ideas seem to be great “in most categories a brand’s market share is stationary” 4 out of 5 categories seen as increasingly homogeneous less than 1 in 10 ads seen as different 4% response rate successful in dm; 0.5% average click-thru rate for banners 3x $ spent on price cutting as on ‘brand building’ in packaged goods
  • 3. The usual objectives are wrong Awareness doesn’t really matter in a world of overchoice Attributes and attitudes, adjusted for brand size, don’t change Image doesn’t shift until after behavior
  • 4. It’s energy that matters The active or moving force of a brand A leading indicator of usage and preference Justifies a higher price Adds an incremental 64% to brand value than sales growth alone Source: Y&R Brand Asset Valuator
  • 5. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’
  • 6. Have a social mission, not just a commercial proposition
  • 7. Make people think about the world around them
  • 8.
  • 9.
  • 10. Photo: Andrew Hovells (aka Northern Planner)
  • 11. Photo: Andrew Hovells (aka Northern Planner)
  • 12. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic
  • 13.
  • 14.
  • 15. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic They’re about doing stuff, not just delivering a message
  • 16.
  • 17. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic They’re about doing stuff, not just delivering a message They’re about doing lots of stuff, not doing one thing everywhere
  • 18. specials eg language, frappucino eg ‘skinny’ habits formation ‘my sister’ range book and options book Provide an barista reading culture uplifting experience ordering system that enriches akelah and used grounds people’s lives the bee in store for gardeners starbucks performance sofas and company and art social starbucks ambience 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. “Any idea is dangerous if it’s a person’s only idea”* A culture full of depth and complexity The rule of the 5% Why not when the economics have changed? * George Will’s take on the American idea, Atlantic Monthly, November 2007
  • 20.
  • 21. Energetic ideas are different They’re about a big idea behind the idea, not the ‘big idea’ They’re about being interesting and useful, not narcissistic They’re about doing stuff, not just delivering a message They’re about doing lots of stuff, not doing one thing everywhere They’re about sweating the small stuff, not stopping at the big thing
  • 22.
  • 23.
  • 24.
  • 25. A great idea nowadays creates energy