What makes a greatidea nowadays?

Gareth KayHead 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 forbanners

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 preferenceJustifies a higher priceAdds an incremental 64% to brand value than salesgrowth 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 justa commercial proposition

Make people think aboutthe 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

Provide anuplifting experience

that enrichespeople’s lives

language,eg ‘skinny’

specials eg frappucino

habitsformation

rangeand options

orderingsystem

starbuckscompany

baristaculture

‘my sister’book

africa 05

socialresponsibility

used groundsfor gardeners

fair tradecoffee

causepublicityin store

sofas andambience

hearmusicXm

burn your owncd

music cd

in storeperformance

and art

book reading

starbuckssalon

akelah and the bee

Source: John Grant, ‘The Brand Innovation Manifesto’

“Any idea is dangerous if it’s a person’sonly 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 nowadayscreates energy

Thank youhttp://www.garethkay.com

http://www.modernista.com