alex brands - inspire! winner - 4a's strategy festival 2013

*Unless

Please tweet questions or comments to

@AlxBrands.

If I had only one hour to save the world, I would spend fifty-five minutes defining the problem, and only five minutes finding the solution.

– Einstein

Let’s talk about value.

Where does value come from?

Where does value come from?

Value can cascade over time.

How does this translate to planning?

How does this translate to planning?

Three-pronged issue.

Clients don’t want to pay for it.*

Clients don’t want to pay for it.*

Perception issue

Clients don’t want to pay for it.*

*Unless it creates tangible return.

Creatives don’t always value it.*

Creatives don’t always value it.*

Utility issue

Creatives don’t always value it.*

*Unless it elevates the creative plane.

Account people try to substitute for it.*

Account people try to substitute for it.*

Rarity issue

Account people try to substitute for it.*

*Unless it can’t be replicated.

Tangible ROI +Creative Elevation +Irreplaceability

Tangible ROI +Creative Elevation +Irreplaceability

DEPTH.

Value is layered.

Value can cascade.

Strategy that breaches the rarity frontier will create the most value.

*Thank You