Media agency PHD, part of OMG, hosted the 10th edition of Brainscape, its annual thought-leadership event Wednesday, October 30.
This year, the conference focused on the notion of ‘challenger’, questioning the conventional norms and approaches brands usually take and motivating them to adopt a new mindset. A more challenging mindset.
Meaning to convey in a very clear-cut way this idea, the conference’s stage was designed in the shape of a T with a plaster sculpture in the shape of a fist right in the center. ‘Nuff said.
The event began with a keynote address from Luca Allam, managing director of PHD UAE, who walked the audience through the history of Brainscape over the past nine years.
Then followed a line-up of speakers who each addressed challenges in very personal ways.
Chief strategy officer, PHD Worldwide
- Effectiveness is the extent to which you’ve achieved your goal. Efficiency is a measure of the effort needed to reach that goal.
- The media industry has used these terms almost interchangeably.
- You need both but if you don’t focus on effectiveness first, then you’re in trouble.
- Efficiency is easy to measure but it needs to be in the service of effectiveness.
- Be likable, be memorable and excite emotions – the three fundamental drivers of sales effectiveness.
- Digital transformation is not the same as digital media.
- Focus on getting a share of distinctiveness, not share of voice.
- The rule-breakers really are ruling.
Former CEO of Lidl and founder of Heunadel Retail Advisory
- As a disruptor, sometimes you don’t invent the game yourself but you just copy.
- You need to keep in mind that even while disrupting, everything depends on facts and figures. Scrutiny depends on the figures.
- Be prepared to throw everything, but also be prepared to keep everything.
- Have a low-ego organization.
- Have a constant change DNA.
- Learn fast and don’t make [the same] mistake twice.
- Being a dramatic disruptor is more than one brilliant idea. It is a mindset of constant change and permanent steps for improving your business growth.
Co-founder of Nomu Hub
- Establishing a business is tough but sustaining that business is even harder.
- Have a strong message.
- Be as purpose-driven as you’re profitability-driven.
- Build a strong community.
- Have a purpose and influence others with that purpose.
Former brand lead of Lush, head of comms of Parcelpoint and co-founder of ARNA
- Create a sense of belonging in the world of branding.
- Push through fear.
- Be unapologetic in your cause.
- Build brand consistency and authenticity from the outset.
- Create moments of emotional impact with your audience.
- Make mistakes and learn from them.
- Go back to your roots.
- Don’t just accept the status quo; recreate.
Executive coach, facilitator, trainer and author
- If you don’t have challenging individuals in your organization, you don’t end up with challenging organizations or brands.
- If you want to encourage a challenger mindset in your organization, where people feel safe enough to speak up, you need trust.
- We are fabulous lawyers for ourselves and extraordinary judges for others.
- We talk about truth as we perceive them through our different filters of culture, upbringing, etc.
- We end up talking about our perception of the truth, which is also known as ‘potential.’
Hult International Business School professor, TED-X keynote speaker, advisor and author
- Challenge assumptions.
- Identify purpose.
- Make the right decision when it comes to organization culture, style, the kind of talent you hire.
- If you really are a challenger, take the first step and challenge yourself!