Old 7 measures of effectiveness:

• Points communicated
• Impact/stand out
• Recall of brand
• Brand imagery
• Emotional involvement
• Preference or attitude shift
• Open ended questions

Old 7 measures of effectiveness

• Points communicated
• Impact/stand out
• Recall of brand
• Brand imagery
• Emotional involvement
• Preference or attitude shift
• Open ended questions

Seven ways to make brands and their communications matter again by Gareth Kay

• Challenge (the old) assumptions
• Energy is what really matters
• Embrace complexity
• Be uncomplete
• Be humble
• Sweat the small stuff
• DO then learn then DO again

Seven Deadly Sins by Gareth Kay

• Living by old, unchallenged assumptions.
• We care about the wrong objectives.
• Our craving for simplicity and order of outcome.
• What’s the main message?
• Self-importance.
• It’s the big things that matter.
• Learn then do.

Finding The Message

• build up
• eliminate
• work forward
• work backward
• associate
• generalize
• compare
• focus
• purge
• verbalize
• visualize
• hypothesize
• define
• dissect
• symbolize
• simulate
• manipulate
• transform
• adapt
• substitute
• combine
• separate
• vary
• repeat
• multiply
• invert
• transpose
• unify
• distort
• rotate
• flatten
• squeeze
• stretch
• abstract
• translate
• expand
• reduce
• exaggerate
• understate

Simplicity

• Shrink
• Hide
• Embody