Great presentation by Graham Brown,founder of Mobile Youth. He's a super smart guy connected with other super smart people all over the world(including me, if you leave out the super smart part), teaching brands how to connect with young consumers.
I just got my copy of his new book, All Is Social (thanks Graham!). The subtitle — Social Thinking and the End of the Big Idea expresses an idea I've been saying for years: Ideas are nothing, action is everything.
The road to hell has so far has been paved with big ideas, which is advertising-speak for an idea developed by a creative director with a big ego and bought by a client who isn't really paying attention. In most cases, these ideas are not driven by any real knowledge of how consumers really live.
Discretionary income is in the hands of an educated generation with exacting standards. Brown's book talks about the shift away from big agency ideas that throw money at an invisible consumer. At the very least you come away with a discussion on the new keys to brand success, but more importantly it's a story about the new global community and the social codes that connect us all. Read the book and let us know what you think.