The Context for Getting to Great Ideas

2013 INFLUX CREATIVITY CONFERENCE

INFLUX CREATIVITY NYC-2013-SPEAKERS

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THE CONTEXT FOR GREAT IDEAS


BRANDS SOLVED MASS PROBLEMS

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THE PROBLEMS HAVE CHANGED- RELIABILITY?

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“It’s 10 years since J.D. Power revealed that there is no such thing as a bad car; they’re all good.”

—Mark Earls, Herd


THE COUNTRY IS CHANGING- MORE DIVERSE BY THE DAY

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The percentage of people identifying themselves as multiracial grew three-and-a-half times faster during the last decade than the number of Americans reporting a single race.

US Census- September 2012


THE OLD STEREOTYPES ARE CHANGING

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THE DRIVERS OF CONSUMER CHANGE

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Technology + The Economy


TECHNOLOGY-WHY THE GROWTH?

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TECHNOLOGY – THE JOY OF CONNECTIVITY

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“Smartphone users reach for their phones 150x per day.”

—Mary Meeker, Kleiner Perkins Caufield &

Byers


TECHNOLOGY- MEERKATING

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Red Bull Second Screen


TECHNOLOGY-CHANGES OUR DEMANDS

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No time to.....

“There’s no opt-in for attention with an animated GIF”

Alexis Kaplan- Tumblr

Tinder


ECONOMY – A “LESS” MENTALITY

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PRIORITIZATION OVER ACCUMULATION

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COVEY’S TIME MANAGEMENT MATRIX

“The accumulation of more is giving way to the prioritization of less.”

—J. Walker Smith, The Futures Company, 2013

Urgent Not Urgent

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Impo

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WILL YOUR BRAND GET CUT?

“Preliminary data suggest that August sales still are weak, though “better than July,” said Malcolm Knapp, a New York-based consultant who created the index and has monitored the industry since 1970. The summer slowdown is a symptom of a “reallocation nation,” in which people choose between different discretionary items to purchase each month, he said.”Bloomberg- August 2013

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CONTROL A NON-LINEAR PROCESS

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Source: The Futures Company, 2012

THE PURCHASE


BLOWBACK-CONSUMERS BUY THEIR OWN ADS

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ZERO TIME FOR BRANDS THAT AREN’T RELEVANT

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“Consumers wouldn’t care if 73% of brands disappeared.”

—Havas, 2012

HOW DO BRANDS RESPOND?


WHO ARE YOU TALKING TO?

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Your fans

People who know you

Everyone else


TREAT THEM LIKE NUMBERS

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DEMOS AREN’T EFFECTIVE

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Source: Catalina, 2012


GIVING CARROTS TO RABBITS

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“...in recent years, fueled by the need to grab eyeballs in our short attention-span culture, marketers have deploying the “Made ya look!” fakeout with an increasingly exhausting regularity. We now live in the age in which any wild, weird thing can still go viral—but it’ll also soon after provoke a weary question of ‘Yeah, and what’s it trying to sell?’”

—Salon, October 4, 2013


ANOTHER CRAZY STUNT, FOR SMART?

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In a desperate quest for fame, the strategy was ignored.

THE STRATEGY WAS IGNORED

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Video Shares Peak Two Days After Brand Launch for Top Brands

ATTENTION IS NOT A DEAD CERT

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MANY BRANDS ARE RUNNING SCARED

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BRAND AND CONSUMER MISMATCH

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Source: Edelman, 2013

Offers High-Quality Products or Services41%

63%

Listens to Customer Needs and Feedback

Treats Employees Well

Places Customers Ahead of Profits23%

24%

30%

59%

61%

62%

IMPORTANCE PERFORMANCE

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-32

-37

-36

Difference


THE THREAT OF DISINTEMEDIATION

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2012 Market Cap ($B)

2011 Revenue ($B)

2011 EBITDA ($B) Top Companies by Market Cap

Financials $6,855 $4,647 $1,035 ICBC, China Construction Bank, Wells Fargo

Consumer Staples $4,386 $3,972 $543 Wal-Mart, Nestlé, P&G, Coca-Cola

Information Technology $3,966 $2,298 $422 Apple, Microsoft, IBM, Google, Samsung

Energy $3,926 $6,652 $1,068 Exxon Mobile, PetroChina, Shell, Chevron

Consumer Discretionary $3,734 $4,734 $624 Toyota, Amazon.com, McDonald’s, Walt Disney

Health Care $3,380 $2,204 $455 Johnson & Johnson, Pfizer, Roche, Novartis

Industrials $3,198 $4,407 $608 General Electric, Siemens, UPS

Materials $3,129 $2,607 $712 BHP Billiton, Rio Tinto, Vale

Telecommunication Services $2,572 $2,045 $699 China Mobile, AT&T, Telefónica, Vodafone

Utilities $1,188 $1,501 $315 GDF Suez, National Grid, E.ON, EDF

TOTAL $36,335 $35,066 $6,483

Source: Mary Meeker, Kleiner Perkins Caufield & Byers


NEW, BETTER, MORE HUMAN, MORE PERSONAL

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THERE’S A NEW HIGH BAR FOR BRANDSNew expectations

New demands- it’s not about your category

= brands can’t ignore the realities

Be Real

Be Concrete

Be Human/Connected/Personal

Be Believable

Do something

Solve a problem

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THINK ABOUT ACTIVITY, NOT AUDIENCE“As more organizations realise that the key to long-lasting, commercially pleasant relationships is great digital service delivery - not message delivery - you can expect audience thinking to diminish and activity thinking to increase.”

Russell Davies-October 2013

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FROM GENERALIZATIONS TO SOLUTIONSMessaging

Finding the broad glue that connects lots of individuals grouped together under ridiculously broad generalizations

Need

Solving for individual needs

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WHAT DO USERS WANT TO DO?

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Entertain Connect

Share

Learn

Buy

Play Brag

Personalize

Experience

Solve

Net- Highly Personalized solutions


WHAT DO USERS WANT?

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Source: Adaptive Path


THE BLANK SLATE OF TUMBLRToday there are millions of people making stuff and putting it into the world: that's become part of our identity and it shouldn't be limited to people who fancy themselves writers, or who are particularly witty or talented.

David Karp on Tumblr

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WHAT OTHER PROBLEMS COULD YOUR BRAND SOLVE?

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Nike Training Club: 600k workouts/week


Samsung: Takes all your Foursquare data aggregates it and brings your city experience to life

MAKE SOMETHING BETTER

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PAPER MAKES CREATING EASY

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Paperhttp://vimeo.com/75045142

http://vimeo.com/75045142



ZOMBIE HACK THE SELFIE

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No3 App in the World 50 photos uploaded every secondPeople love “selfies”500m photos a day are uploaded to social networks

Dead Yourself http://www.youtube.com/watch?v=jStB1MnFqaU

http://www.youtube.com/watch?v=jStB1MnFqaU

http://www.youtube.com/watch?v=jStB1MnFqaU


DON’T SOLVE EVERYTHING- LET PEOPLE WORK THINGS OUT

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WHAT NEEDS SOLVING?

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“With every call, you’re telling Amazon how to be better. And getting better at selling to you is exactly what Amazon wants.”

—Roberto Baldwin, Wired


THE RISE OF THE SMALL AND PERSONAL

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In looking at the industry's growth over the last decade, Ms. Somers said the company realized that half of the growth was being driven by those smaller brands, with one-third driven by segments -- such as energy drinks -- that barely existed a decade ago.Out of 3,000 brands in the nonalcoholic category, only 33 are billion-dollar brands. Ms. Somers' group is hoping to identify and cultivate the next brand to crack the billion-dollar mark. To do that, VEB is looking for entrepreneurial brands with potential and identifying overseas brands that could be successful in the U.S."Plenty of products at Coca-Cola play in the middle of the distribution curve," Ms. Somers said. "At VEB, we really live on the left. We will develop things that not everybody will like, and that's OK.

Ad Age-2010


MAKING BIG, PERSONAL

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INNOVATION CAN COME FROM BIG

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EMBRACE THE NAIVE

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MAKING THE INTANGIBLE, TANGIBLE

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CLARITY OF PURPOSE

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“To create a family of devices and services for individuals and businesses that empower people around the globe at home, at work and on the go, for the activities they value most.”

“Everyone’s private driver”


Dove: Brand consistency and continuity—from viral to social responsibility.

CLARITY OF PURPOSE MAKES IT EASIER

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BE USEFUL-BE GENEROUS- USE YOUR SCALE

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http://www.youtube.com/watch?v=1nOcp16exF4




BE USEFUL-SOLVE BIG PROBLEMS

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Coca-Cola Ekocenter- Africa


MAKE PARTICIPATION HAPPEN

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Charity Water Birthday Campaign







INITIATE A CONVERSATION

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INITIATE A CONVERSATION

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2 months lateNo ideasOff the radar- small projectLeader who wanted it to be great Patient


YOU CAN’T ITERATE MAGIC

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MAGIC MATTERS

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A student wanted more human-like footwear

MAGIC MATTERS

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MAGIC MATTERS

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Let the art out of the gallery


MAGIC MATTERS

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MINI owners get to drive Indianapolis


GREAT IDEAS DEMAND‣ Magic‣ Understand, respect and value people‣ Think about needs- solve for them‣ Add something to their lives, make it better, rather than detract or distract

‣ OK-BUT........

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HOW DO YOU GET THERE? Be Willing to Experiment - Adopt a “test and learn mentality”

Iterate on the Spot

Clear the Path- Small Team/Easy Decision Making

Expect Idea Killers, but Stand Up to Them

Be Responsible/Accountable- “They have to pay their kids college tuition”Source: Eliza Esquivel- VP Brand Strategy, Mondelez

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Business

The Context for Getting to Great Ideas