The Adnostic

Gareth Kay heads up planning for Modernista in Boston, while Mark Lewis does the same for DDB in San Francisco.

Seven Deadly Sins

- Brands are increasingly homogenous
-- We're not good at doing something completely different
-- We think we are changing, but we are what we do

- We base our thinking on the anomaly of TV
-- Passive, monologue, most $, most share of mind
-- Not like other communication where the best idea = the most share of mind

- What matters is energy
-- Brands with high energy grow faster
-- Salience moves brands forward

- Entropy is the number of states things can be in
-- Randomness creates energy
-- Order and simplicity makes no sense
--- The more random the source of information -> the more entropy -> the more information
- Multiple story lines add energy
-- Coolidge Effect = we are addicted to the new

- John Grant and the Brand Molecule
-- Reality is more ambiguous

- Have a social mission, not just a commercial
-- Proposition, a point of view on the world

- Big changes happen very quickly because of very small causes
-- Chaos theory

- Why are we complicating the input and simplifying the outcomes?
-- Instability makes us uncomfortable
-- Too much time thinking about the big things and not enough time with the small things that make a big impact
-- Go out and try some stuff to see what works

- If you don't like change, you're going to like irrelevance even less
-- Embrace uncertainty, stay loose and fluid
-- A continuous active process
-- Planning for uncertainty