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The New Mainstream // Future of Marketing Masterclass - REMIX London December 2013
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The New Mainstream // Future of Marketing Masterclass - REMIX London December 2013

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Wolff Olins presentation at REMIX London conference, December 2013, focusing on how The New Mainstream will impact arts + culture organisations

Wolff Olins presentation at REMIX London conference, December 2013, focusing on how The New Mainstream will impact arts + culture organisations

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  • 1. WOLFF OLINS MARKETING MASTERCLASS REMIX 2013
  • 2. WOLFF OLINS DOES BRAND
  • 3. THE NEW MAINSTREAM THE RESEARCH Wolff Olins Flamingo 2013
  • 4. AN AGE-OLD WAR individuals v institutions is the power balance shifting? PINK FLAMINGOS BY WILLIAM WARBY SOURCE: FLICKR.COM
  • 5. WHAT IF it’s consumers who are really changing the game? PINK FLAMINGOS BY WILLIAM WARBY SOURCE: FLICKR.COM
  • 6. TECHNOLOGY IS DRIVING NEW PATTERNS OF CONSUMPTION and they’re not minority pursuits
  • 7. THREE BEHAVIOURS Influencing people and consumption of goods, services and experiences
  • 8. behaviour 1 PEOPLE ARE SIDESTEPPING INSTITUTIONS Everywhere in the world, people are questioning authority – and finding ways to side-step it. People question, compare, probe, mistrust, even boycott corporations– and find alternatives. MASKED PROTESTERS SOURCE: WIKIMEDIA COMMONS
  • 9. THIS MEANS YOU TOO Bill Gates questions why anyone would donate money to build a new wing of a museum rather than spend it on preventing illnesses Financial Times, 1 November 2013 MASKED PROTESTERS SOURCE: WIKIMEDIA COMMONS
  • 10. YOU’RE NO LONGER COMPETING WITH YOUR PEERS FOR ATTENTION Audiences are defining what is important to them – not just accepting what you tell them MASKED PROTESTERS SOURCE: WIKIMEDIA COMMONS
  • 11. WHO’S SIDESTEPPING YOU?
  • 12. STRATEGY BE THE PLACE PEOPLE SIDESTEP TO TOM’S SHOES INSPIRED BY DAN ELDON SOURCE: THEBREASTESTNEWS.CO.UK
  • 13. SHARE YOUR OWN SENSE OF PURPOSE SOURCE: WOLFF OLINS
  • 14. AND FIND WAYS FOR EVERYONE TO TAKE PART IN IT FIREFOX OS APP DAYS BY ROLAND TANGLAO SOURCE: FLICKR.COM
  • 15. Video from web
  • 16. FIREFOX OS APP DAYS BY ROLAND TANGLAO SOURCE: FLICKR.COM
  • 17. ENO OPERA UNDRESSED
  • 18. TO GET PEOPLE’S TRUST GIVE PEOPLE A NEW PURPOSE
  • 19. behaviour 2 PEOPLE ARE MAKING, NOT JUST CONSUMING The days when consumers simply consumed are over. People now have so many ways to create, use, adapt, mix things up, sell things, and even build their own businesses. HOUSE OF FRANKENSTEIN, 1944 SOURCE: DOCTORMACRO.COM
  • 20. ‘OUR ERA IS ELIZABETHAN’ GRANT MCCRACKEN, CULTUREMATIC HOUSE OF FRANKENSTEIN, 1944 SOURCE: DOCTORMACRO.COM
  • 21. 170,000 EBAY BUSINESSES
  • 22. 77% OF US CREATE CONTENT ONLINE HOUSE OF FRANKENSTEIN, 1944 SOURCE: DOCTORMACRO.COM
  • 23. WHAT DO YOUR AUDIENCES WANT TO MAKE… WITH YOU?
  • 24. WHAT DO YOUR AUDIENCES WANT TO MAKE…
  • 25. WHAT DO YOUR AUDIENCES WANT TO MAKE… WITH YOU?
  • 26. STRATEGY GIVE PEOPLE WAYS TO MAKE + SHARE IKEA TOY BEAST SOURCE: ADSOFTHEWORLD.COM
  • 27. GIVE PEOPLE INGREDIENTS RATHER THAN THE FINISHED ARTICLE NIKEID SOURCE: NIKE.CO.UK
  • 28. GIVE PEOPLE SKILLS SOURCE: FABERACADEMY.COM
  • 29. MoMA unadulterated
  • 30. TO GET PEOPLE’S MONEY GIVE PEOPLE A PLATFORM
  • 31. behaviour 3 PEOPLE ARE TAKING BACK THEIR TIME Faster and more frequent communication has allowed brands to push too much at us – and people are looking for ways to control that flow, to get things when they want them, where they want them, and on their terms. GHOSTFACE CHILLAH SOURCE: SNAPCHAT
  • 32. ‘WE’RE CREATING NEW PATTERNS OF CONVERSATION’ MARTIN GEDDES GHOSTFACE CHILLAH SOURCE: SNAPCHAT
  • 33. VERY FEW OF US WATCH TELEVISION IN REAL TIME ANY MORE WHY SHOULD THEY VISIT YOU IN REAL TIME? GHOSTFACE CHILLAH SOURCE: SNAPCHAT
  • 34. HOW CAN YOU BE ON-DEMAND?
  • 35. STRATEGY LET PEOPLE MANAGE THEIR TIME WITH YOU FITBIT DEVICE AND INTERFACE SOURCE: TRENDHOEK.NL
  • 36. DON’T BE DEMANDING SOURCE: COURSERA.COM
  • 37. GIVE PEOPLE A MENU, FROM QUICK SNACKS, TO LONGER, DEEPER EXPERIENCES HBOGO APP SOURCE: INTOMOBILE.COM
  • 38. CURZON ON DEMAND
  • 39. TO GET PEOPLE’S TIME GIVE PEOPLE FREEDOM
  • 40. ADDING UP TO A FAIR EXCHANGE TRUST < --- > PURPOSE MONEY < --- > MARKET TIME < --- > FREEDOM
  • 41. TO GET PEOPLE’S: TRUST MONEY TIME EFFORT FEEDBACK HABITS IDEAS NETWORKS COMMITMENT ADVOCACY GIVE PEOPLE: PRODUCTS SERVICES PURPOSE TRADE SECRETS INSIDE STORIES MARKETPLACE SKILLS TOOLS COMMUNITIES FREEDOM
  • 42. RESULTING IN AUDIENCE < --- > CONTRIBUTOR CO-CREATION < --- > VALUE TIME < --- > INVESTMENT
  • 43. THE NEW ROLE FOR BRAND? Creating a new relationship between brands and consumers. One of give and take. What new value do you create for people? And what value do they create for you? XXX SOURCE: XXX
  • 44. EVERYONE WILL CREATE MORE VALUE FOR EACH OTHER BRAND WILL BE THE THING EVERYONE SHARES
  • 45. LET’S CHAT @DAZEZULI WOLFFOLINS.COM