The Context for Getting to Great Ideas

INFLUX CREATIVITY NYC-2013-SPEAKERS

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2013 INFLUX CREATIVITY
CONFERENCE

BRANDS SOLVED MASS PROBLEMS

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CONFERENCE

THE PROBLEMS HAVE CHANGED- RELIABILITY?
“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

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CONFERENCE

THE COUNTRY IS CHANGING- MORE DIVERSE BY THE DAY
The percentage of people
identifying themselves as
multiracial grew three-anda-half times faster during
the last decade than the
number of Americans
reporting a single race.
US Census- September 2012

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CONFERENCE

THE OLD STEREOTYPES ARE CHANGING

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CONFERENCE

THE DRIVERS OF CONSUMER CHANGE

Technology + The Economy

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CONFERENCE

TECHNOLOGY-WHY THE GROWTH?

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CONFERENCE

TECHNOLOGY – THE JOY OF CONNECTIVITY

“Smartphone users
reach for their phones
150x per day.”
—Mary Meeker,
Kleiner Perkins Cauﬁeld &
Byers

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CONFERENCE

TECHNOLOGY- MEERKATING

Red Bull Second Screen

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CONFERENCE

TECHNOLOGY-CHANGES OUR DEMANDS

“There’s no opt-in for
attention with an
animated GIF”
Alexis Kaplan- Tumblr
Tinder

No time to.....
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CONFERENCE

ECONOMY – A “LESS” MENTALITY

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CONFERENCE

PRIORITIZATION OVER ACCUMULATION
COVEY’S TIME MANAGEMENT MATRIX

Important

Not Urgent

1

2

Not Important

Urgent

3

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

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—J. Walker Smith, The Futures Company,
2013

CONFERENCE

WILL YOUR BRAND GET CUT?
“Preliminary data suggest that August sales still are weak,
though “better than July,” said Malcolm Knapp, a New Yorkbased 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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CONFERENCE

CONTROL A NON-LINEAR PROCESS
THE PURCHASE

Source: The Futures Company, 2012

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CONFERENCE

BLOWBACK-CONSUMERS BUY THEIR OWN ADS

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CONFERENCE

ZERO TIME FOR BRANDS THAT AREN’T RELEVANT
“Consumers wouldn’t
care if 73% of brands
disappeared.”
—Havas, 2012

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CONFERENCE

WHO ARE YOU TALKING TO?

Everyone else

People who know you
Your fans
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CONFERENCE

TREAT THEM LIKE NUMBERS

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CONFERENCE

DEMOS AREN’T EFFECTIVE

Source: Catalina, 2012

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CONFERENCE

GIVING CARROTS TO RABBITS
“...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

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CONFERENCE

ANOTHER CRAZY STUNT, FOR SMART?

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CONFERENCE

THE STRATEGY WAS IGNORED
In a desperate quest for fame, the strategy was ignored.

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CONFERENCE

ATTENTION IS NOT A DEAD CERT
Video Shares Peak Two Days After Brand Launch for Top Brands

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CONFERENCE

MANY BRANDS ARE RUNNING SCARED

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CONFERENCE

BRAND AND CONSUMER MISMATCH
IMPORTANCE

PERFORMANCE

Offers High-Quality Products or Services

41%

Places Customers Ahead of Profits

63%
62%

Listens to Customer Needs and Feedback

Treats Employees Well

Difference

30%
61%
24%
59%
23%

-22
-32
-37
-36

Source: Edelman, 2013

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CONFERENCE

THE THREAT OF DISINTEMEDIATION
2012 Market
Cap ($B)

2011
Revenue ($B)

2011
EBITDA ($B)

Financials

$6,855

$4,647

$1,035

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

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

Top Companies by Market Cap
ICBC, China Construction Bank, Wells Fargo

Exxon Mobile, PetroChina, Shell, Chevron

Source: Mary Meeker, Kleiner Perkins Cauﬁeld & Byers

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CONFERENCE

NEW, BETTER, MORE HUMAN, MORE PERSONAL

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CONFERENCE

THERE’S A NEW HIGH BAR FOR BRANDS
New 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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CONFERENCE

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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CONFERENCE

FROM GENERALIZATIONS TO SOLUTIONS
Messaging

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

Need

Solving for individual needs

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CONFERENCE

WHAT DO USERS WANT TO DO?
Learn

Personalize

Brag

Play
Entertain

Connect
Experience
Solve
Share

Buy

Net- Highly Personalized solutions
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CONFERENCE

WHAT DO USERS WANT?

Source: Adaptive Path

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CONFERENCE

THE BLANK SLATE OF TUMBLR
Today 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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CONFERENCE

WHAT OTHER PROBLEMS COULD YOUR BRAND SOLVE?
Nike Training Club: 600k workouts/week

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CONFERENCE

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

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CONFERENCE

PAPER MAKES CREATING EASY

Paper
http://vimeo.com/75045142
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CONFERENCE

ZOMBIE HACK THE SELFIE
No3 App in the World
50 photos uploaded every
second
People love “selﬁes”
500m photos a day are
uploaded to social
networks

Dead Yourself

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

DON’T SOLVE EVERYTHING- LET PEOPLE WORK THINGS OUT

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CONFERENCE

WHAT NEEDS SOLVING?
“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

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CONFERENCE

THE RISE OF THE SMALL AND PERSONAL
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

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CONFERENCE

MAKING BIG, PERSONAL

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CONFERENCE

INNOVATION CAN COME FROM BIG

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CONFERENCE

EMBRACE THE NAIVE

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CONFERENCE

MAKING THE INTANGIBLE, TANGIBLE

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CONFERENCE

CLARITY OF PURPOSE

“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.”

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“Everyone’s private driver”

CONFERENCE

CLARITY OF PURPOSE MAKES IT EASIER
Dove: Brand consistency and continuity—from viral to social
responsibility.

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CONFERENCE

BE USEFUL-BE GENEROUS- USE YOUR SCALE

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

BE USEFUL-SOLVE BIG PROBLEMS

Coca-Cola Ekocenter- Africa
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CONFERENCE

MAKE PARTICIPATION HAPPEN

http://vimeo.com/
62082218
Charity Water Birthday Campaign
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CONFERENCE

INITIATE A CONVERSATION

http://vimeo.com/68751825

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CONFERENCE

INITIATE A CONVERSATION

2 months late
No ideas
Off the radar- small project
Leader who wanted it to be great
Patient

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CONFERENCE

YOU CAN’T ITERATE MAGIC

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CONFERENCE

MAGIC MATTERS

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CONFERENCE

MAGIC MATTERS
A student wanted more human-like footwear

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CONFERENCE

MAGIC MATTERS
Let the art out of the
gallery

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CONFERENCE

MAGIC MATTERS
MINI owners get to drive
Indianapolis

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CONFERENCE

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
‣

‣

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OK-BUT........

CONFERENCE

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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CONFERENCE

The Context for Getting to Great Ideas

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