David Hackworthy 01nov2010
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Transcript of David Hackworthy 01nov2010
Big Ideas Fast!
Oh sh*t…
What do clients want?
B I G I D E A S S L O W L Y
Bad ideas quickly
Big Ideas Fast?
What is a Big Idea anyway?
Heaven help us!
Spiritual values
Myriad of loosely related facts, ephemera and rational attributes
Generic rational benefits
Whopping self-actualising emotional benefits
The Holy Grail
You either love it or hate it Dirt is good
Position not Positioning
Make the most of now
The Power of Positions
The Power of Positions
The Power of Positions
POSITION
JUST DO IT
Big Ideas Fast?
A Bi-polar Approach
Introspection
The Panic-Relax Approach
No pressure, no diamonds
Shakespeare’s 7 plots
Authenticity
Performance
Passion
Challenge
Empowerment
Liberation
Possibilities
Philosophy
Product
Know-how
Interest
Brand stretch
Source: Jean-Noel Kapferer
Grab a Model
Philosophy
Product
Know-how
Interest
Brand stretch
Source: Jean-Noel Kapferer
Put more play in your day
The 36˚ Solution
The 36˚ Solution
Trendy ThinkingMy bank
Let’s sort money out together
Straight talk Live richly
COMPLEX
SIMPLE
ME HEDONISM
Capitalize
MEANINGWE
Charting new ways forward
Taglines
…There’s more to it
…A wider perspective
…Open
…The other side
…Intertainment
…Adult entertainment
…Think about it
Intelligent Entertainment
Taglines
Obiter Dictum
ECOSYSTEM
Altitude
Fruit
Book it, Wik it and Tag it
beer, green, german, dutch, drunk, amsterdam, good, skunky,
piss, holland, tasty, good, beer, yum, bitter, lager, cool, refreshing, import, gross, skunk, german, beer, keg, crap,bier, germany, cold, overrated, cheap, yuck, heineken, party, dutch beer
Book it, Wik it and Tag it
Fake it ‘til you make it
The Friendly Casino
Research the Researchers
If all else fails…
A Bi-Polar Approach
No pressure, no diamonds
Grab a Model
Trendy Thinking
Obiter Dictum
Fake it ‘til you make it
Shakespeare’s 7 Plots
The 36˚ Solution
Taglines
Book it, Wik it, Tag it
Research the Researchers
Rugby World CupChampions
League
Bière Sans Frontieres
Unofficial Beer of
the World
Unofficial Beer of…
Champions League
Rugby World CupChampions
League
Barman TourHeinepedia
Barbarians Event
Bière Sans Frontieres
Unofficial Beer of
the World
The Long Way Round
How do you know?
CEO CLIENT CREATIVE FRANK
In the end…
“It’s easy. You think of a lot of ideas, and throw away the bad ones”.
Linus Pauling, Nobel Prize winning Scientist
THANK YOU