BrandFlux: The Innovation Conversation

I have gotten a lot of feedback and have had some amazing conversations about the post a few weeks ago introducing BrandFlux as a model for sustainable innovation in advertising. BrandFlux is a proprietary way of identifying high-value market intelligence in real-time. Below are a few questions that have come up in the conversations and some brief answers to help add insight to the conversation. By the way, we are officially spinning off this into a new company.

Is this a CMO dashboard?

Yes. But it’s more than that. It’s a way to encourage collaboration and conversation across an ad agency (or a network) with the clients that it is aligned with and to identify a stream of high-value ideas that will allow a CMO to manage a brand in real-time.

Who “owns” it?

Our model is subscription based, following a bespoke build of the software, with components residing client side, agency side and other resources made available from our new company as deemed necessary from both sides.

Is this really something that ad agencies should be thinking about?

We have seen the execution of ideas become commoditized. And now it seems that ideas themselves are being commoditized—while the demand for faster more affordable advertising is increasing at an exponential rate. What is valuable and will become more valuable in the future is the ability quickly to create intellectual property out of fast moving information. This is the perfect way for an agency to own that intellectual property and become perpetually relevant.

Thanks to everyone who has become interested in this, looking forward to the continued conversation.  —Bernard Urban, President + Creative Director, Gigantic