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Let’s get married for
the right reason
Gareth Kay
Head of Planning, Modernista!
Polygamous Wedding 10.26.07
Courtesy of Richard Huntington (www.adliterate.com)
Photo from Tim WIlliams
(Ignition Consulting Group)
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
This marriage needs to be about the
creation 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 preference
             Justifies a higher price
             Adds an incremental 64% to brand value
             than sales growth alone
6 ways to create more energy
1. Be enthusiastic
A brand without a point of view
 is like a song without a tune
Have a social mission, not just
  a commercial proposition
Make people think about
 the world around them
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
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 what
 they want to read and sometimes it's an ad.”
                                 Howard Gossage




 “Often our biggest mistake as managers is
  believing that, in general, customers care
   a lot about your brand. They do not.”
                                   Patrick Barwise
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
3. Do stuff
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
4. Do more than one thing
Any idea is dangerous if
it 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
specials eg
                                                                    language,                 frappucino
                                                                    eg ‘skinny’
                                                                                    habits
                                                                                  formation
                            ‘my sister’
                              book                                    range
                                                                   and options

                                                                                               book
                                     barista             Provide an
                                                                                              reading
                                     culture        uplifting experience ordering
                                                        that enriches     system                            akelah and
                used grounds                          people’s lives                                          the bee
                for gardeners                                                           in store
                                            starbucks
                                                                    sofas and         performance
                                            company
                               social                               ambience            and art   starbucks
                           responsibility                                                           salon
                                                   africa 05
                                                                             hearmusic
                   fair trade                                      Xm
                     coffee
                                                        music cd
                                 cause
                                                                        burn your own
                                publicity
                                                                              cd
                                in store




Source: John Grant, ‘The Brand Innovation Manifesto’
Integration
Interaction
The rule of 5%
5. Get out of the
distribution industry
“We're not in the business of
keeping the media companies
alive. We're in the business of
 connecting with consumers.”
                  Trevor Edwards, Nike
               New York Times, 10.14.07
The best ad is 30 times more
  likely to be stopped and
  watched than the worst.

       The worst ad is 5.5 times
         more 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
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
Polygamous Marriage - Gareth Kay
Stop delivering messages,
   start creating energy
Thank you
 http://www.garethkay.com
http://www.modernista.com

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Polygamous Marriage - Gareth Kay

  • 1. Let’s get married for the right reason Gareth Kay Head of Planning, Modernista! Polygamous Wedding 10.26.07
  • 2. Courtesy of Richard Huntington (www.adliterate.com)
  • 3. Photo from Tim WIlliams (Ignition Consulting Group)
  • 8. This marriage needs to be about the creation 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 preference Justifies a higher price Adds an incremental 64% to brand value than sales growth alone
  • 9. 6 ways to create more energy
  • 11. A brand without a point of view is like a song without a tune
  • 12. Have a social mission, not just a commercial proposition
  • 13. Make people think about the world around them
  • 16. Photo: Andrew Hovells (aka Northern Planner)
  • 17. Photo: Andrew Hovells (aka Northern Planner)
  • 18. 2. Be interesting or useful (better still be both)
  • 19. “Nobody reads advertising. People read what they want to read and sometimes it's an ad.” Howard Gossage “Often our biggest mistake as managers is believing that, in general, customers care a lot about your brand. They do not.” Patrick Barwise
  • 29. 4. Do more than one thing
  • 30. Any idea is dangerous if it is a person's only idea George Will’s take on the American idea Atlantic Monthly, November 2007
  • 31. Stop making a thing, start creating a puzzle
  • 32. specials eg language, frappucino eg ‘skinny’ habits formation ‘my sister’ book range and options book barista Provide an reading culture uplifting experience ordering that enriches system akelah and used grounds people’s lives the bee for gardeners in store starbucks sofas and performance company social ambience and art starbucks responsibility salon africa 05 hearmusic fair trade Xm coffee music cd cause burn your own publicity cd in store Source: John Grant, ‘The Brand Innovation Manifesto’
  • 36. 5. Get out of the distribution industry
  • 37. “We're not in the business of keeping the media companies alive. We're in the business of connecting with consumers.” Trevor Edwards, Nike New York Times, 10.14.07
  • 38. The best ad is 30 times more likely to be stopped and watched than the worst. The worst ad is 5.5 times more likely to be fast forwarded than the best. Source: Millward Brown, DVRs and Link research 2005 via Adliterate
  • 39. 6. Sweat the small stuff
  • 40. Thank you Ed and Influx Insights for spotting this
  • 44. Stop delivering messages, start creating energy