Let’s get married forthe right reason
Gareth KayHead of Planning, Modernista!Polygamous Wedding 10.26.07
Courtesy of Richard Huntington (www.adliterate.com)
Photo from Tim WIlliams(Ignition Consulting Group)
This marriage needs to be about thecreation of energy
The active or moving force of a brand
H&P: Momentum rules
Y&R BAV: Brand energy is a leading indicator of usage and preferenceJustifies a higher priceAdds an incremental 64% to brand valuethan sales growth alone
6 ways to create more energy
1. Be enthusiastic
A brand without a point of viewis like a song without a tune
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)
2. Be interesting or useful(better still be both)
“Nobody reads advertising. People read whatthey want to read and sometimes it's an ad.”
Howard Gossage
“Often our biggest mistake as managers isbelieving that, in general, customers care
a lot about your brand. They do not.”Patrick Barwise
3. Do stuff
4. Do more than one thing
Any idea is dangerous ifit is a person's only idea
George Will’s take on the American idea
Atlantic Monthly, November 2007
Stop making a thing,start creating a puzzle
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’
Integration
Interaction
The rule of 5%
5. Get out of thedistribution industry
“We're not in the business ofkeeping the media companiesalive. We're in the business ofconnecting with consumers.”
Trevor Edwards, NikeNew York Times, 10.14.07
The best ad is 30 times morelikely to be stopped andwatched than the worst.
The worst ad is 5.5 timesmore likely to be fast
forwarded than the best.Source: Millward Brown, DVRs and Link research 2005 via Adliterate
6. Sweat the small stuff
Thank you Ed and Influx Insights for spotting this
Stop delivering messages,start creating energy
Thank youhttp://www.garethkay.com
http://www.modernista.com
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