Genius propositions!

This revelation in retail POS came to our attention recently. Genius I think you'll agree.

Though simple executions always end up opening the bigger debate here at Le Manoir Open.

In this instance, it's prompted a discussion around a subject very close to our heart over 'sector norms'.

Why is it that brands so frequently become tied to their own rules? For instance, why do so many car brands present the same benefits, features and aspirations as their competitors. Same goes for mobile phones, for food groups, TVs, you name it.

Funny thing is, the most successful and popular communications tend to be those that break these norms, think - Skoda Cake, Cadbury Gorilla, Honda Cog, Sony Bravia...

What we've been focusing on now, is looking at pop culture and learning from how opinion forming consumers act, to then drive innovation for brands. So if consumers want to 'mash up' music and fashion genres, on/ off line experience, multi-format media on demand etc... then brands should follow suit, by being more inventive and mashing up communications and experiences.

Taking inspiration from other sectors and cultural influences allows brands to stretch more and have a more creative input into things like advertising, experiential, retail design... the ultimate result being more exciting and interesting consumer experience.

And that can only be a good thing.