Upload
paul-mcenany
View
1.859
Download
1
Tags:
Embed Size (px)
DESCRIPTION
Presentation from Infopresse Creativity and Web Strategy Conference in Montreal. See it live here (Click more for the full link): http://heehawmarketing.typepad.com/hee_haw_marketing/2011/12/working-with-uncertainty.html
Citation preview
Working with Uncertainty branding, creativity, strategy and stuff
Every discovery by definition is unpredictable. If it were predictable it wouldn't be a discovery. Creativity exposes
unpredictable things to be discovered. Arthur Koestler, The Act of Creation
People can also have negative associations with novelty;
an attribute at the heart of what makes ideas creative in
the first place. Mueller, Melwani, Goncalo
Cornell University
The Illusion of Knowing
Every product and every single brand wants to 'engage' users in a massive participatory experience. Even Especially if they're utterly dull…but by now you've discovered there's very little to say if you're a brand people don't care much about. Tim Malbon, Made by Many
Market Research Spending skyrockets +23% 5 years
What drove Sony’s shift from a disruptive to a sustaining innovation strategy? Prior to 1980, all new product launch decisions were
made by cofounder Akio Morita and a trusted team of associates. They never did market research, believing that if markets did not exist they could not be analyzed. Their process for assessing new
opportunities relied on personal intuition. Clay Christensen,
Technology Review
Seinfeld, Mary Tyler Moore, Hill Street Blues, Friends – all pre-testing failures.
The payoffs to innovation are greatest where the uncertainty is highest.
Charles Leadbeater
Motorola, Hewlett-Packard, Xerox, Ryder, Unisys, Texas Instruments, Revlon, Converse, La-Z-boy, Interstate Bakeries
All formed in the aftermath of the Great Depression
Reinvention is happening in every market at an accelerating pace. Just in the last two years we’ve seen fundamental shifts in music,
gaming, banking, education, government, automobiles, energy, coupons, payments, retail, rental cars, manufacturing, publishing,
journalism, just to name a few…
I’m a believer that in the next 5 years we’re going to see every major industry reinvented in ways we didn’t see coming.
Bryce T. Roberts, AlphaTech Ventures
We need to make uncertainty work for us.
Purpose
Creative Capitalism
Cultural Innovation
Find focus in purpose, not consistency.
360° The answer for a growing number of marketers is to take a 360° approach, zeroing in on a target group
likely to be receptive to a message – and surrounding it from every angle.
You’re a rational, self-interested, entrepreneurial individual who is trying to satisfy unlimited wants, whatever they may be.
The more information you have, the better decisions you’ll make. Relationships are impersonal, anonymous and transactional.
The Monoculture
Finding purpose. I think many people assume, wrongly, that a
company exists simply to make money. While this is an important result of a company's existence, we
have to go deeper and find the real reasons for our being.
David Packard
Ask yourself this:
What cause are you a credible voice for?
What a brand feels is important
How a brand talks
How a brand acts
What a brand rallies the community around
Why a brand does it
To contribute to the real change in Braddock, the Levi’s brand is
committed to funding the refurbishment of Braddock’s
community center, a focal point of the town and their youth-based
programming. Additionally, Levi’s is supporting Braddock’s urban farm
which supplies produce to local area residents at reduced costs.
What the people of Braddock are
proving is that decay and destruction don’t always mean the end, a point of no return. They can also be a frontier,
a place to start anew.
Embrace creative capitalism.
[A process that] incessantly revolutionizes the economic structure from within, incessantly
destroying the old one, incessantly creating a new one. This process of Creative Destruction is the
essential fact about capitalism. Creative Destruction
Five of today’s hundred largest public companies were among the top hundred in 1917.
Half of the top hundred of 1970 had been replaced in the rankings by 2000.
The most resilient companies are actively contributing to their destruction and reinvention.
Once upon a time an ad was about a company's unique selling position. But people can now
accept more complex brands, and I thought we might be able to build a deeper relationship if we
built on multiple fronts. Mike Hughes, Martin Agency
Red Bull Massive Niche
exploration
Red Bull Crashed Ice
Good Magazine A platform for experimentation
Create cultural innovations.
Invention Conceiving a new idea Innovation Arranging the economic requirements Diffusion Adoption of the idea
Joseph Schumpter
Most often, when people are asked to describe the current media landscape, they respond by making an inventory of tools and technologies.
Our focus should be not on emerging technologies but on emerging cultural practices.
Henry Jenkins, Convergence Culture
The Difficulty of Doing
The Difficulty of Doing
If agencies want to think more like tech startups, they might focus less on clever storytelling and
more on utility. Adam Glickman, Founder, the IdeaLists
The Framing Layer
That's what we need to add to so many things, to give them that extra necessary magic. A pretending layer. So it's not just a useful or beautiful or functional object - it's got some little nod to who we're pretending to be when
we're using it. Russell Davies
3X as many smartphones are being activated every minute
around the world than there are babies being born
Cultural Innovations have never been so attainable.
Technology advances à Cultural advances From R & D to Cultural studios
From USPs to coherency through purpose Build Infrastructure for experimentation
Develop new working relationships Follow the DIS principle
You learn to like the excitement of mild, ongoing risk taking…Sometimes it works, sometimes it doesn't,
but it's the creation of possibility. Brad Blanton, Founder of Radical Honesty
Thanks. You can find me on the internet. Paul McEnany Director of Strategy at Twist Image heehawmarketing.com // @paulmcenany Credit to: David Coacci, Corey Litvak Flickr: Beth19, mateugrin, cdm, harleyhaskett, karl_hab, michaelsissions, uzbecca, thorne_ryne, vamitos, whsimages, nitsrejk