34. Your fans work at progressive
challenger companies
employees who like Y
Y
Z .083
.583 Y
Z .050
.950 Y
Z .083
.583
Y
Z .023
.267
Y
Z .047
.367 Y
Z .014
.115
Y
Z 2.26
.038
Y
Z 2.76
.537 Y
Z 3.85
.001
Y
Z .345
.045 Y
Z .076
.005 Y
Z .110
.019
employees who like Z
Friday, April 18, 2014
35. Your followers align you with
the same types of brands
1.75
1.17
1.14
1.13
0.23
0.17
0.14
-‐0.20
-‐0.24
-‐0.25
-‐0.31
-‐0.36
-‐0.75
-‐1.00
high # of mutual Y followerslow # of mutual Z followers
Friday, April 18, 2014
36. “It’s no surprise that more than half of the Weather Company’s ad revenue is now generated from its
digital operations, analyzing millions of local climates to predict how shoppers’ habits swaywith the
weather. In Atlanta, ice cream consumption is higherwhen summers aren’t overly hot, because ice
cream is less likely to melt.”
Friday, April 18, 2014
45. 83%
of women say
important
factor
truth
“I AM WHAT
I WEAR”
MORE THAN 7 OUT OF 10
WOMAN PREFER JEANS
OVER CASUAL SLACKS
Eventually, a
good pair of
jeans becomes
your best friend
FOR THE OTHER 82%,
THE QUEST FOR A
“DENIM SOULMATE”
IS AN EPIC MISSION...
EVEN WHEN THE
JEANS GET WORN OUT
“WHEN MY JEANS IS ‘SICK’
I LOOK TO FIX THEM” OR TO
BUY THE SAME ONE AGAIN..
ONLY 18% OF THEM
CONSIDER “BRAND” AN
IMPORTANT FACTOR IN
DENIM PURCHASES
...and they always
go back for
another pairpair they love, they
keep them
MORE THAN 50% WOMEN FAVOR
QUALITY & DURABILITY OVER STYLE.
friends and family are
in jean purchase
decisions (53%).
celebrities are a minor
of women.
THEY LOOK FOR
JEANS THAT ARE
COMFORTABLE
(74%) AND
FLATTERING (71%)
there are a variety
body type
jean obituaries:
the reality
CONVENTION
“I AM WHAT
I WEAR”
Source : lifestyle monitor survey, cotton inc, 2013
JEAN STRUGGLES
THE ROLE OF DENIM IN WOMEN’S LIVES
Friday, April 18, 2014
54. Don't get set into one form, adapt it and build your own, and let it grow, be like water
Emptyyour mind, be formless, shapeless — like water
Now you put water in a cup, it becomes the cup
You put water into a bottle it becomes the bottle
You put it in a teapot it becomes the teapot
Now water can flow or it can crash
Be water, my friend
Friday, April 18, 2014
55. Convergence is a constant process, not an
end point. Technology, creativity, and media
are constantlyevolving, and so is the
converged company. It is a never-ending
challenge to adapt a customer experience
that, in ourdigital age, will always be in flux.Bob Lord, CEO Razorfish
Friday, April 18, 2014
56. Art And Technology Get
Closer In L.A.Lori Kozlowski, Contributor, Forbes
“L.A. is a city driven by imagination and creativity;
it’s natural that artists and technology
entrepreneurs are thriving here.
Much recent innovation in consumer technology
has been driven by design, and many tech
entrepreneurs draw their inspiration from artists
and aspire to artistry in their products — so I’d
expect to see increased convergence between
the two worlds over time.”
Friday, April 18, 2014
59. We have entered a new golden age, one in which
technology has finally caught up with humans’
endless curiosity, and one that has the potential
to revolutionize a wide swath of occupations and
research fields.
David Weinberger, Too big to know
Friday, April 18, 2014
60. Darwin todaywould not be operating this way. He would verylikelybe tweeting from
the Beagle. He would be announcing his findings and initial ideas online, and people
would be arguing with him all along, taking his ideas, applying them elsewhere,
pushing back, criticizing him deeply— all of the things we do on the Web.
That work has revolutionary, incredible value, but put into the Web, it gets teased out,
amplified, corrected, as well as misunderstood and degraded. Nevertheless, that Web
itself has more value than the individual content, so I would expect that Darwin today
would be gathering his data from clouds of linked data, trying out ideas on the Web,
and drawing those ideas in the tussle. The old rhythm of knowledge and science not
coincidentallyis the rhythm of publishing.
The Web has completely broken that rhythm.
Friday, April 18, 2014
85. The intention was good: "Let's give a behind-the-scenes glimpse into
the editorial process!" But you know what it ends up looking like? A
bunch of people sitting in a meeting. That's it. Most of us have to
endure enough conference room monotony of our own. Please don't
subject us to yours as well, USA Today.
OK, so you're a gum brand. Your videos will likely
involve people chewing gum. But there's really
nothing -- nothing -- interesting about a person
unwrapping a piece of gum and shoving it in his
mouth. It's boring. The end.
Friday, April 18, 2014
92. In our focus on real time content, it is easy to overlook the bigger
opportunity that is the blurring of the boundaries between
content and commerce. If we accept that a majority of consumers
will now experience our brands not on destination websites but
distributed across the stream it is essential that we begin to
build the ability to transact within the stream.
Patricia McDonald
Chief StrategyOfficer, Isobar
Friday, April 18, 2014
100. The most important lesson from last Sunday’s event is perhaps this: the
power of an “organising idea” for a brand.
“Red Bull gives you wings” is the brand’s time-honoured platform and one that
serves not just as the consumer proposition for its energy drinks, but also as a
driving force for the business and its marketing activities.
Rarely can a marketing claim have been dramatised more extravagantly. But
without the brilliant distillation of the brand’s benefit down to those three
words, last week’s event might never have happened.
Laurence Green
Marketing101/ThinkTank
Friday, April 18, 2014
103. WHOWE
“GREAT BRANDS CELEBRATE WHATTHEYLOVE.
SUCCESSFUL BRANDS ARE NOT COLD: THEY HAVE A SOUL, A CHARACTER. IF YOUR
BRAND DOES NOT HAVE A BELIEF, IF IT DOES NOT HAVE A SOUL AND DOES NOT
CORRECTLY ARCHITECT ITS MESSAGES EVERYWHERE IT TOUCHES CONSUMERS,
IT CAN BECOME IRRELEVANT. THE EMOTIONAL CENTRE, THE BELIEF OF A BRAND,
HAS TO INFORM ITS BEHAVIOR, AND THIS CAN’T ALL BE DONE WITH THE LEFT
SIDE OF THE BRAIN.”
BE MORE
HUMAN(and if in doubt)
BE MORE DOG
Friday, April 18, 2014
105. technology should serve people,
not the other way around
simple, intuitive
brand behaviorbrand belief
gatorade is a catalyst for
athletic achievement.
fuel and inspire athletes everywhere
by innovating to equip them to
achieve their athletic best.
brand behaviorbrand belief
Friday, April 18, 2014
121. Planning
Client - Creative
Brand - Culture
People - People
Differentiation
Defamiliarisation
Content and commerce
Tell a great story
Make strange connections
Develop your special skills
In a world of flux, embrace instability
Endless stimulation, go beyond curation
Proliferation of platforms, choose wisely
Resist neophilia
Identifyyour soul
Figure out how to behave
Find your rhythm
The truth lets you be brave
We’re all planners
Strategy is everywhere
It gets betterwith others
Friday, April 18, 2014
