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November 21, 2014
45 Main St #220 BKLN / 718 625 4843 / hugeinc.com
Inspiring creative in a digital first world.
Huge
November, 2014
Why am I here?
1993
“Have an idea or leave the room”
2001
2005
2008
2010
BKLN LDN LA
2010200+ employees.
ATL BKLN DC LDN LA PDX RIO SF SGP CAN
20141,000+ employees worldwide.
So … let me share a little about what I have learned
1886
1886
Passive consumers
Promises
Interruptive
Storytellers
Campaigns
Pre-digital.
People play the role of…
Brands are judged by…
Interactions are…
Great brands play the role of…
They deliver …
Say and Do
Single most compelling idea
One thing that we need to say
Unique selling proposition
But
Post-digital.(digital interactions became so ubiquitous, they transcended
mediums and became the new way of life)
Pre-digital.(media channels were limited
and broadcast reigned)
vs
Passive consumers
Promises
Interruptive
Storytellers
Campaigns
Pre-digital.
People play the role of…
Brands are judged by…
Interactions are…
Great brands play the role of…
They deliver …
Active users
Promises + behaviors
Permissive
Enablers
Capabilities
Post-digital.
How do you inspire creativity in this new word?
1880 2010
Pre-digital Digital-firstDigital
emergence
1990
Can you apply the processes and frameworks created in this era
How do you navigate the constantly evolving and expanding touchpoints?
What is your role when you are not the only valid strategic voice
You need to evolve a few things
1.Philosophy.
2.Strategic Approach.
3.View of Creative.
PhilosophyExpand your …
Customers first.
Users first.
Brands are built on values, mission and beliefs.
Brands are built on values, mission, beliefs and capabilities.
Create campaigns.
Create and make things.Participatory. Iterative. Valuable.
The planner sets the strategy.
The planner identifies the right strategy.
Strategic ProcessDeepen your …
Real Challenge
The problem that lies behind the
objective or goal
Un-spoken User Need
The want or need that the user
has but can not articulate
True Brand Capability
What must be enabled to deliver
on brand vision/mission
Strategic
idea
Overhaul your briefing tools
Unearth the real challenge.
AwarenessRelevanceEquitySales
AwarenessRelevanceEquitySales
LikesClicksTweets
But there is more!
WHY?But WHY?
WHY?WHY?
I want to drive more sales
why?Sales are down
why?Competition is stealing share
why?We are no longer seen as “special”
why?We have been there so long we are the boring staple mass option
We need to get our “Stige” back
Determine the root behavioral cause.
Understand and apply a valuable user need.
User Myth 1:
New insights exist
Insight = Existing knowledge + digital context
User Myth 2:
Research has all the answers
Clues are everywhere
Don’t ask observe
User myth 3
They know what they want
Technology creates expectations.
Expectations transfer behavior
Expectations lead to needs and desires
The Un-spoken Need
The Un spoken Need.
1.Solves a problem.
2.Sets expectations
3.Can be incremental
Go beyond the “Un-Met”
Aspire for the “Un-Known”
And you will find the “Un-Spoken”
Know your brand’s capability.
In truth brands are simple
Tendency to overcomplicate
A good brand has.
1.Focus.
2.Meaning.
3.Conviction
Mission
What drives us
BeliefsHow we achieve the mission and vision
Vision
Define where we want to be
Mission
What drives us
BeliefsHow we achieve the mission and vision
Capability
What we must enable for our user
Vision
Define where we want to be
What is a brand capability?
Addresses the challenge and un-spoken need
It is active and participatory
It delivers the brand’s vision, mission and beliefs
Think about what the brand should say, do and ENABLE
Capability based model
Shift from a campaign based model to a …
The other World Cup
vs
vs
“Adidas may be the official world cup sponsor,
but Nike wins the battle of the buzz.”
30%Nike’s “official and
competitor buzz.”
14%Adidas’ “official and
competitor buzz.”
vs
Data from Nielsen
http://www.fastcompany.com/1658906/adidas-may-be-official-world-cup-sponsor-nike-wins-battle-buzz
How do you shift from inspiring a campaign centric model to inspiring a capability-
centric model?
Create Value.Push forward.
Support it.
Uber Delivers Ice Cream#UBERICECREAM
Create Value:
Capability + need = authenticity.
Enable before say.
Deliver in context.
Create Value.Push forward.
Support it.
HBO Go
Nature Valley Trail View.
Push Forward:
Following = failure.
Try, learn and iterate.
What user needs you to do.
Create Value.Push forward.
Support it.
Insert image of President cheese
Lowe’s Fix in Six.
Support it:
Take the long view.
Get out of the silo.
Be agile.
Creating Value.Pushing forward.
Supportable.
Is the creative idea
Final Thoughts
You can not do this alone.
Inspire, identify, codify and help translate the strategic idea
“Have an idea or leave the room”
November 21, 2014
45 Main St #220 BKLN / 718 625 4843 / hugeinc.com
![[Digital strategic planner];[who are you, planner]](https://img.dokumen.tips/doc/110x75/587222131a28ab3b7a8b4707/digital-strategic-plannerwho-are-you-planner.jpg)
