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David Hackworthy 01nov2010
- 3. Oh sh*t…
- 4. What do clients want?
- 5. B I G I D E A S S L O W L Y Bad ideas quickly
- 7. What is a Big Idea anyway?
- 8. 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
- 9. You either love it or hate itDirt is good Position not Positioning Make the most of now
- 10. The Power of Positions
- 11. The Power of Positions
- 12. The Power of Positions
- 13. POSITION
- 14. JUST DO IT
- 15. Big Ideas Fast?
- 18. No pressure, no diamonds
- 20. Philosophy Product Know-how Interest Brand stretch Source: Jean-Noel Kapferer Grab a Model
- 21. Philosophy Product Know-how Interest Brand stretch Source: Jean-Noel Kapferer Put more play in your day
- 22. The 36˚ Solution
- 23. The 36˚ Solution
- 24. Trendy Thinking My bank Let’s sort money out together Straight talk Live richly COMPLEX SIMPLE ME HEDONISM Capitalize MEANINGWE Charting new ways forward
- 25. Taglines …There’s more to it …A wider perspective …Open …The other side …Intertainment …Adult entertainment …Think about it Intelligent Entertainment
- 27. Taglines
- 29. Book it, Wik it and Tag it
- 30. 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
- 31. Fake it ‘til you make it
- 34. If all else fails…
- 35. 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
- 36. Rugby World CupChampions League Bière Sans Frontieres Unofficial Beer of the World
- 38. Champions League
- 39. Rugby World CupChampions League Barman TourHeinepedia Barbarians Event Bière Sans Frontieres Unofficial Beer of the World The Long Way Round
- 40. How do you know? CEO CLIENT CREATIVE FRANK
- 41. 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
- 42. THANK YOU