via slideshare.net
This is a lovely presentation from GS&P's Gareth Kay. It's nice to see some of the old briefs in here and I agree with some of the major arguments he is making. I especially liked Slide 76 with the quote, "The bigger a brand gets, the smaller it should act, because no one likes big" by Stephen King. That quote stuck out because it validated a trend a colleague of mine and I had been watching: that big brands were beginning to act local. There are some interesting examples on Trendwatching that you can look at if curious (apparently Kit Kat made 17 different flavors for 17 different regions in Japan).
Well done Mr. Kay. I look forward to hearing him at Planningness in Boulder in late September.
