{"id":28515,"date":"2025-09-02T14:19:25","date_gmt":"2025-09-02T14:19:25","guid":{"rendered":"https:\/\/locksmith.works\/?p=28515"},"modified":"2025-09-02T14:44:43","modified_gmt":"2025-09-02T14:44:43","slug":"lots-of-littles","status":"publish","type":"post","link":"https:\/\/locksmith.works\/lots-of-littles\/","title":{"rendered":"Why Most Teams Struggle to Deliver \u201cLots of Littles\u201d"},"content":{"rendered":"\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"570\" src=\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/09\/fig2-1024x570.jpg\" alt=\"\" class=\"wp-image-28517\" srcset=\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/09\/fig2-980x545.jpg 980w, https:\/\/locksmith.works\/wp-content\/uploads\/2025\/09\/fig2-480x267.jpg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cYou can build a big brand with lots of littles.\u201d<\/p>\n<\/blockquote>\n\n\n\n<p>That simple insight from Dr Grace Kite has become one of marketing\u2019s most-shared ideas.<\/p>\n\n\n\n<p>And for good reason.<\/p>\n\n\n\n<p>In a world of shrinking attention spans and splintered media, it makes sense to prioritise short, emotionally resonant, and consistent executions \u2014 instead of always chasing the next big hero ad.<\/p>\n\n\n\n<p>But here\u2019s the thing:<\/p>\n\n\n\n<p>Doing \u201clots of littles\u201d well is surprisingly hard.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">What is \u201cLots of Littles\u201d?<\/h2>\n\n\n\n<p>It\u2019s the idea that brands grow by showing up:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Early<\/li>\n\n\n\n<li>Often<\/li>\n\n\n\n<li>Consistently<\/li>\n\n\n\n<li>In ways that accumulate over time.<\/li>\n<\/ul>\n\n\n\n<p>Instead of a few big moments, you aim for lots of small ones \u2014 each reinforcing the brand and nudging memory. But that only works if:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Every little execution hits the brand memory threshold<\/li>\n\n\n\n<li>Teams know how to apply the brand distinctively across touchpoints<\/li>\n\n\n\n<li>Creative, strategy and media are working in sync<\/li>\n<\/ul>\n\n\n\n<p><strong>The theory is elegant. The reality is messy.<\/strong><\/p>\n\n\n\n<p>Let\u2019s break down why this idea breaks down in practice:<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">1. Most teams don\u2019t know what \u201ccounts\u201d as a little<\/h2>\n\n\n\n<p>It\u2019s not just more content. It\u2019s brand-building bits \u2014 recognisable, consistent, emotionally resonant fragments.<br>Think sonic logos. One-liner taglines. TikTok-native formats. Display banners. Out-of-home with no copy.<br>Your team needs the skills to spot and shape these \u2014 not just deliver \u201cbig\u201d brand campaigns.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">2. Most comms don\u2019t reach the memory threshold<\/h2>\n\n\n\n<p>According to <a href=\"https:\/\/www.linkedin.com\/in\/karen-nelson-field-phd-a4b5b519\/?originalSubdomain=au\">Dr Karen Nelson-Field<\/a>, 85% of digital ads don\u2019t pass the memory test. That means most \u201clittles\u201d simply don\u2019t stick. They\u2019re seen but not stored.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote is-layout-flow wp-block-quote-is-layout-flow\">\n<p>\u201cIf it doesn\u2019t hit the memory threshold, it doesn\u2019t build the brand.\u201d<br>\u2014 Karen Nelson-Field, Amplified Intelligence<\/p>\n<\/blockquote>\n\n\n\n<p>To fix this, teams need training in:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Distinctive brand assets<\/li>\n\n\n\n<li>Memory structures<\/li>\n\n\n\n<li>Asset application across platforms<\/li>\n<\/ul>\n\n\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1024\" height=\"571\" src=\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/09\/attention-memory-threshold-1024x571.jpeg\" alt=\"\" class=\"wp-image-28518\" srcset=\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/09\/attention-memory-threshold-980x546.jpeg 980w, https:\/\/locksmith.works\/wp-content\/uploads\/2025\/09\/attention-memory-threshold-480x268.jpeg 480w\" sizes=\"(min-width: 0px) and (max-width: 480px) 480px, (min-width: 481px) and (max-width: 980px) 980px, (min-width: 981px) 1024px, 100vw\" \/><\/figure>\n\n\n\n<h2 class=\"wp-block-heading\">3. Strategy, media and creative aren\u2019t aligned<\/h2>\n\n\n\n<p>\u201cLots of Littles\u201d only works if every part of your team is rowing in the same direction. That means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Planners writing modular briefs<\/li>\n\n\n\n<li>Creatives designing for recognisability<\/li>\n\n\n\n<li>Media buying for frequency and salience<\/li>\n\n\n\n<li>Stakeholders resisting the urge to reinvent<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">4. Teams don\u2019t always value the boring stuff<\/h2>\n\n\n\n<p>Repetition feels wrong. Simplicity gets watered down. Creative egos want novelty.<\/p>\n\n\n\n<p>But \u201cLots of Littles\u201d rewards discipline over reinvention.<\/p>\n\n\n\n<p>You don\u2019t need 10 different ideas. You need one idea applied brilliantly 100 different ways.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">5. Capability is the missing link<\/h2>\n\n\n\n<p>This isn\u2019t a comms problem. It\u2019s a capability one.<\/p>\n\n\n\n<p>Teams need practical, embedded skills to make this strategy work every day.<\/p>\n\n\n\n<p>That means:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>Training in asset development<\/li>\n\n\n\n<li>Building cross-functional ways of working<\/li>\n\n\n\n<li>Knowing what good \u201clittles\u201d actually look like<\/li>\n\n\n\n<li>And setting up systems to protect brand consistency<\/li>\n<\/ul>\n\n\n\n<h2 class=\"wp-block-heading\">Want the full framework?<\/h2>\n\n\n\n<p>We&#8217;ve put together a practical PDF guide: <strong>\u201cHow to Make Lots of Littles Work (In Practice)\u201d<br><\/strong>Including:<\/p>\n\n\n\n<ul class=\"wp-block-list\">\n<li>The 5 capability shifts teams need to make<\/li>\n\n\n\n<li>A brand asset readiness checklist<\/li>\n\n\n\n<li>Tips from KitKat, Dove and other fluent brands<\/li>\n<\/ul>\n\n\n\n<p>\ud83d\udc49 Unlock and sign up to our newsletter on our homepage <a href=\"http:\/\/www.locksmith.works\">here<\/a>.<\/p>\n<span class=\"et_bloom_bottom_trigger\"><\/span>","protected":false},"excerpt":{"rendered":"<p>\u201cYou can build a big brand with lots of littles.\u201d That simple insight from Dr Grace Kite has become one of marketing\u2019s most-shared ideas. And for good reason. In a world of shrinking attention spans and splintered media, it makes sense to prioritise short, emotionally resonant, and consistent executions \u2014 instead of always chasing the [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":28524,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","content-type":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-28515","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.8 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Why Most Teams Struggle to Deliver \u201cLots of Littles\u201d - LockSmith<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/locksmith.works\/lots-of-littles\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Most Teams Struggle to Deliver \u201cLots of Littles\u201d - LockSmith\" \/>\n<meta property=\"og:description\" content=\"\u201cYou can build a big brand with lots of littles.\u201d That simple insight from Dr Grace Kite has become one of marketing\u2019s most-shared ideas. 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In a world of shrinking attention spans and splintered media, it makes sense to prioritise short, emotionally resonant, and consistent executions \u2014 instead of always chasing the [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/locksmith.works\/lots-of-littles\/\" \/>\n<meta property=\"og:site_name\" content=\"LockSmith\" \/>\n<meta property=\"article:published_time\" content=\"2025-09-02T14:19:25+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2025-09-02T14:44:43+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/09\/Untitled-design-2.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"1080\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Chris\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Chris\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/locksmith.works\/lots-of-littles\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/locksmith.works\/lots-of-littles\/\"},\"author\":{\"name\":\"Chris\",\"@id\":\"https:\/\/locksmith.works\/#\/schema\/person\/1389d0815c10a6080d1cd618cd227e07\"},\"headline\":\"Why Most Teams Struggle to Deliver \u201cLots of Littles\u201d\",\"datePublished\":\"2025-09-02T14:19:25+00:00\",\"dateModified\":\"2025-09-02T14:44:43+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/locksmith.works\/lots-of-littles\/\"},\"wordCount\":493,\"commentCount\":0,\"publisher\":{\"@id\":\"https:\/\/locksmith.works\/#organization\"},\"image\":{\"@id\":\"https:\/\/locksmith.works\/lots-of-littles\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/locksmith.works\/wp-content\/uploads\/2025\/09\/Untitled-design-2.png\",\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/locksmith.works\/lots-of-littles\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/locksmith.works\/lots-of-littles\/\",\"url\":\"https:\/\/locksmith.works\/lots-of-littles\/\",\"name\":\"Why Most Teams Struggle to Deliver \u201cLots of Littles\u201d - 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