17. 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
28. “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
29.
30.
31. “Nobody comes out of a movie saying,
“that was a really good movie. I really
enjoyed it. It was really clear.”
- Russell Davies
35. Technology has driven dramatic,
and continuous, cultural change
More participatory
More social and communal (arguably amplifying who human beings are)
More fragmented
More transparent
More playful
‘Always on’
Location increasingly important
52. Stop communicating products and
start making communication products.
Useful entertaining or memorable,
not interruptive, experiences.
Create, don’t fill, media space.
53. Not just what we do
but what people
do to what we do.
54. We tend to design finite,
complete products.
We’re not very good at
designing for gaps.
76. 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
77. “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.”
81. “The bigger a brand gets,
the smaller it should act,
because no one likes big.”
82.
83. “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?
85. “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
86. Coherency, not consistency
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’
87. It’s about understanding
distributed identity
Google
Books
Blogspot
Youtube
Google
Google Google Scholar
411 Search
Google
Docs
Organize the
world’s information
Google and make it
Shopping universally
accessible and Google
useful.
labs Chrome
Browser
Google
Maps Google.Org
Google
sketch Fossil fuel
Challenge
90. Pre-digital Post-digital
Interruption Participation
Image manipulation Value creation
Saying things at people Doing things for people
Intangible value Tangible value
Perception Behavior
93. 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?
94. 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.
95. The piece of paper is less
important than the journey.