A short distillery of my key takeaways from Planning-ness 2011.

1. planning-ness2011matt summersmanager, account planning

2. caveat the opinions I share in this deck are those of my own and not of my employer. ialso have heavily borrowed thoughts, quotes and even some assets from the brilliant speakers I enjoyed at planning-ness 2011. as a result, what’s shared here is my interpretation of their key notes, and I may be interpreting differently than they intended. there may also be some formatting errors that have occurred in uploading.

3. a lot of stuff has changed media client spend agency revenues culture consumer behavior advertising

4. the more complex the world grows, the less interesting brands become cultural complexity interest in brands

5. and the less likely a singular positioning will be relevant cultural complexity chance for messaging success

6. so what do modern brands look like?

7. “modern brands are built for a world of experiences and interactions, not a mass media one.” Adrian Ho

8. modern strategy needs to be as flexible as modern brands

9. the brands we love most are always in beta

10. “modern strategy reactsto new opportunities as they become available and uses them to solve business and marketing problems.” Adrian Ho

11. think as you make and make as you think know what the end goal is, what success looks like and that the path to get there will be uncertain stop thinking that changes in the plan are the result of failure essentially, create a strategic process rather than a strategic plan

12. insights aren’t a thing, they’re a process, too

13. discovered new fresh deep-seeded “moms believe their kids don’t like eating healthy food.”

14. discovered new fresh deep-seeded that’s an observation, and a damn obvious one at that “moms assume their kids won’t like healthy food.”

15. “runners like to listen to music when they train”

16. the process you use is what makes it insightful how you frame it how you target it how you leverage it identify the most relevant behavior/attitude to fuel a solution to a business problem

17. but what makes people work hasn’t changed

18. we are motivated by things beyond our awareness

19. this isn’t rational, but neither are we

20. we aren’t rational, but can always find rationale

21. “at it’s heart consumerists capitalism isn’t materialistic but semiotic.” Geoffrey Miller

23. fertility

25. extraversion

26. stability

27. openness

29. so marketers need to appeal to our ultimate interests secure social status autonomy & control fun (achieved through resources, friends, team mates)

30. work within our cognitive limits aspirin tissues jelly beans

31. work within our cognitive limits

33. use our decision-making influences

34. use our decision-making influences social proof reciprocity commitment & contingency scarcity & loss-aversion liking authority

35. understand how people work to understand everything else

36. thoughts?@mattsummers