2. BIG IDEAS
are
getting smaller
3. 4. 5. 6. 7. 8. Big
Ideas are BIG
9. Big
Ideas are monumental
10. But Big
Ideas can
be small too
11. 12. 13. Why?
14. vs.
A series
of small ideas
One Big Idea
vs.
15. Attention Deficit
16. We are inundated with information: data points, powerpoints,
you name it.
17. To break through this clutter, branded content must contain a
compact idea, a point
18. Small compact ideas fit into our headspace more easily than big
ideas
19. So were starting to actively resist big, monolithic
ideas.
20. So were starting to actively resist big, monolithic
ideas.
And seek
out small, compact ones.
21. To use an art analogy: were moving into an era of more
conceptual advertising
22. Of series and patterns, not masterpieces.
Of coherence, not consistency.
23. An era of pull messaging, not
push messaging
24. And its all
about getting
heard.
25. But getting heard doesnt mean that your idea will get...
shared
26. And to have a shot at getting shared, your idea has to be
shareable
27. Small ideas are infinitely more sharable.
28. They can be summed up in less than 140 characters, explained in
a Facebook post.
29. They can be summed up in less than 140 characters, explained in
a Facebook post.
They are light and they travel well.
30. And they help us define ourselves.
Who am I, really?
You are who your wall posts say you are.
31. Big, monolithic ideas dont fair well in this environment
They are often
hard to explain
to people.
And there is rarely a motivation to share them.
You are who your wall posts say you are.
32. Big ideas tend to be cumbersome and coercive. And they are
increasingly easy to tune out.
A Diamond is Forever
Maybe shes born with it maybe its Maybelline
Breakfast of Champions
Maxwell: Good to the last drop
33. Big ideas tend to be cumbersome and coercive. And they are
increasingly easy to tune out.
All we have to do is turn our heads 5 degrees and look down at our
laptop screens.
34. So what about the Nike work?
I see it as a reaction to the small-ideas movement a bigger and
better kind of monumental campaign.
35. But even Nike complemented it with small-scale activation
ideas.
36. Appendix
37. Not all brands need to act small
- Brands that are highly targeted (e.g. B2B)
38. Brands that need to drive people to stores 39. Brands that
need to show how their products workBut slowly, these brands will
follow suit as their audience becomes more tech-savvy and they find
more places to store content.
40. Discussion points
Are brands becoming idea-makers?
Are todays iconic brands the ones that produce smart, coherent
content on a consistent basis?
Are we seeing a new poetry of ideas?
Are smaller, more concise ideas driving new businesses today?
Does social media and scalability allow us to amplify small ideas,
make them reach farther?
E.g. Businesses like Kickstarter, AirBnB, Facebook are we drawn to
them because they are good ideas, or because they offer us a
utility?
