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1、Whatmakesagreatideanowadays?GarethKayHeadofPlanning,Modernista!FreshMeet11.13.07Notthatmanyideasseemtobegreat“inmostcategoriesabrand’smarketshareisstationary”4outof5categoriesseenasincreasinglyhomogeneouslessthan1in10adsseenasdifferent4%responseratesuccessful
2、indm;0.5%averageclick-thrurateforbanners3x$spentonpricecuttingason‘brandbuilding’inpackagedgoodsTheusualobjectivesarewrongAwarenessdoesn’treallymatterinaworldofoverchoiceAttributesandattitudes,adjustedforbrandsize,don’tchangeImagedoesn’tshiftuntilafterbehavio
3、rIt’senergythatmattersTheactiveormovingforceofabrandAleadingindicatorofusageandpreferenceJustifiesahigherpriceAddsanincremental64%tobrandvaluethansalesgrowthaloneSource:Y&RBrandAssetValuatorEnergeticideasaredifferentThey’reaboutabigideabehindtheidea,notthe‘bi
4、gidea’Haveasocialmission,notjustacommercialpropositionMakepeoplethinkabouttheworldaroundthemPhoto:AndrewHovells(akaNorthernPlanner)Photo:AndrewHovells(akaNorthernPlanner)EnergeticideasaredifferentThey’reaboutabigideabehindtheidea,notthe‘bigidea’They’reaboutbe
5、inginterestinganduseful,notnarcissisticEnergeticideasaredifferentThey’reaboutabigideabehindtheidea,notthe‘bigidea’They’reaboutbeinginterestinganduseful,notnarcissisticThey’reaboutdoingstuff,notjustdeliveringamessageEnergeticideasaredifferentThey’reaboutabigid
6、eabehindtheidea,notthe‘bigidea’They’reaboutbeinginterestinganduseful,notnarcissisticThey’reaboutdoingstuff,notjustdeliveringamessageThey’reaboutdoinglotsofstuff,notdoingonethingeverywherespecialseglanguage,frappucinoeg‘skinny’habitsformation‘mysister’bookrang
7、eandoptionsbookbaristaProvideanreadingcultureupliftingexperienceorderingthatenrichessystemakelahandusedgroundspeople’slivesthebeeforgardenersinstorestarbucksperformancecompanysofasandsocialambienceandartstarbucksresponsibilitysalonafrica05hearmusicfairtradeXm
8、coffeemusiccdcauseburnyourownpublicitycdinstoreSource:JohnGrant,‘TheBrandInnovationManifesto’“Anyideaisdangerousifit’saperson’sonlyidea”*AculturefullofdepthandcomplexityTheruleofthe5%Whyn
