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BIG IDEAS,[object Object]
BIG IDEAS,[object Object],are ,[object Object],getting smaller,[object Object]
Big ideas getting smaller
Big ideas getting smaller
Big ideas getting smaller
Big ideas getting smaller
Big ideas getting smaller
Big ,[object Object],Ideas are BIG,[object Object]
Big ,[object Object],Ideas are monumental,[object Object]
But Big ,[object Object],Ideas can,[object Object],be small too…,[object Object]
Big ideas getting smaller
Big ideas getting smaller
Why?,[object Object]
vs.,[object Object],A series ,[object Object],of small       	ideas,[object Object],One Big Idea,[object Object],vs.,[object Object]
Attention Deficit,[object Object]
We are inundated with information: data points, powerpoints, you name it.,[object Object]
To break through this clutter, branded content must contain a compact idea, a point,[object Object]
Small compact ideas fit into our headspace more easily than big ideas,[object Object]
So we’re starting to actively resist big, monolithic ideas.,[object Object]
So we’re starting to actively resist big, monolithic ideas.,[object Object],And seek ,[object Object],out small, compact ones.,[object Object]
To use an art analogy: we’re moving into an era of more conceptual advertising,[object Object]
Of series and patterns, not masterpieces. ,[object Object],Of coherence, not consistency.,[object Object]
An era of pull messaging, not,[object Object],push messaging,[object Object]
And it’s all,[object Object],about getting,[object Object],heard.,[object Object]
But getting heard doesn’t mean that your idea will get...,[object Object],shared,[object Object]
And to have a shot at getting shared, your idea has to be…,[object Object],shareable,[object Object]
Small ideas are infinitely more sharable.,[object Object]
They can be summed up in less than 140 characters, explained in a Facebook post. ,[object Object]
They can be summed up in less than 140 characters, explained in a Facebook post. ,[object Object],They are light and they travel well.,[object Object]
And they help us define ourselves.,[object Object],Who am I, really?,[object Object],You are who your wall posts say you are.,[object Object]
Big, monolithic ideas don’t fair well in this environment,[object Object],They are often ,[object Object],hard to explain ,[object Object],to people.,[object Object],And there is rarely a motivation to share them.,[object Object],You are who your wall posts say you are.,[object Object]
Big ideas tend to be cumbersome and coercive. And they are increasingly easy to tune out.,[object Object],“A Diamond is Forever”,[object Object],“Maybe she’s born with it – maybe it’s Maybelline”,[object Object],“Breakfast of Champions”,[object Object],Maxwell: “Good to the last drop”,[object Object]
Big ideas tend to be cumbersome and coercive. And they are increasingly easy to tune out.,[object Object],All we have to do is turn our heads 5 degrees and look down at our laptop screens. ,[object Object]
So what about the Nike work?,[object Object],I see it as a reaction to the “small-ideas” movement – a bigger and better kind of monumental campaign. ,[object Object]
But even Nike complemented it with small-scale activation ideas.,[object Object]
Appendix,[object Object]
Not all brands need to act small,[object Object],[object Object]
Brands that need to drive people to stores

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