Post on 21-Apr-2017
All very similar
A problem to be solved by advertising
‘Consumers’ to ‘target’
A message to say at them
Reasons to believe
Tone of voice
Maybe, if lucky, what space you’re filling
“This stuff is as mainstream as it can be. Google, the iPhone - these move the culture more than The Beatles did in the ’60’s. It’s shaping the human race.”
- Andy Hertzfeld
“Nobody comes out of a movie saying, “that was a really good movie. I really enjoyed it. It was really clear.”
- Russell Davies
Technology has driven dramatic, and continuous, cultural changeMore participatory
More social and communal (arguably amplifying who human beings are)
More fragmented
More transparent
More playful
‘Always on’
Location increasingly important
It’s not simply about the brief.
It’s about asking having a better map of the world to ask better questions.
Stop communicating products and start making communication products.
Useful entertaining or memorable,not interruptive, experiences.
Create, don’t fill, media space.
Radiohead went out to where people are and built experiences there with partnerships like:
- iTunes for remixes- aniBoom for an animation contest- Google for 3-D video
“Media is less and less often about crafting a single message to be consumed by individuals, and more and often a way of creating an environment for convening and supporting groups.”
“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 zero?
“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
Coherency, not consistency
Provide an uplifting experience
that enriches people’s lives
language, eg ‘skinny’
specials eg frappucino
habits formation
range and options
ordering system
starbucks company
barista culture
‘my sister’ book
africa 05
social responsibility
used grounds for gardeners
fair trade coffee
cause publicity in store
sofas and ambience
hearmusic Xm
burn your own cd
music cd
in store performance
and art
book reading
starbucks salon
akelah and the bee
Source: John Grant, ‘The Brand Innovation Manifesto’
It’s about understanding distributed identity
Organize the
world’s information
and make it
universally
accessible and
useful.
Search
411 Google
Docs
labs
Shopping
Scholar
Books
Maps
sketch
Google.Org
Fossil fuel
Challenge
Youtube
Chrome
Browser
Blogspot
Pre-digital
Interruption
Image manipulation
Saying things at people
Intangible value
Perception
Post-digital
Participation
Value creation
Doing things for people
Tangible value
Behavior
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?
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.