Brands that Do More
Upcoming SlideShare
Loading in...5
×
 

Brands that Do More

on

  • 2,854 views

Peter Fisk's keynote from the 2010 Marketing Forum on how brands need to do much more for people ... and business

Peter Fisk's keynote from the 2010 Marketing Forum on how brands need to do much more for people ... and business

Statistics

Views

Total Views
2,854
Views on SlideShare
2,854
Embed Views
0

Actions

Likes
4
Downloads
253
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Brands that Do More Brands that Do More Presentation Transcript

  • Brands that Do More Peter Fisk theGeniusWorks.com
  • Welcome
  • to the new business world
  • Slowly emerging ...
  • ... from the wreckage of economic crisis
  • Welcome to a different world
  • Where There is no going back to “normal”
  • Where people’s attitudes and priorities
  • ... Have changed
  • A world that is Emerging
  • With uncertainty and fear ... but also with hope
  • With new challenges
  • With new challenges And opportunities
  • Where power has shifted
  • From Business to Consumer
  • From Business to Consumer From big to small
  • Where Expectations are high
  • Trust is low
  • And Loyalty is rare
  • And business needs to learn
  • And business needs to learn To work in new ways
  • And for brands?
  • The challenge is even greater
  • But so are the opportunities
  • If you think differently
  • What do consumers want From brands today?
  • How can do brands do more for them?
  • CRISIS theGeniusWorks.com
  • uncertainty Two turbulent years ... theGeniusWorks.com
  • hope theGeniusWorks.com
  • IDEAS theGeniusWorks.com
  • Gaga theGeniusWorks.com
  • Provoke theGeniusWorks.com
  • Touch theGeniusWorks.com
  • Bilbao theGeniusWorks.com
  • CREATE theGeniusWorks.com
  • Inspire theGeniusWorks.com
  • West East Big Small FEW MANY Mass Niche Volume Value theGeniusWorks.com
  • 3.1% Growth E7 +5.1% in 2010 E7 +1.7% G7 +1.3% in 2009 in 2010 G7 -3.4% in 2009 But where? theGeniusWorks.com
  • E7 Nations Women EDUCATION Healthcare Cities Water GRIN Rental Boomers
  • Old consumers $1.2 trillion in 5 years Youth consumers $1.6 trillion in 5 years Female consumers $2.2 trillion in 5 years theGeniusWorks.com
  • Ageing (big business) ... Artvertising (ads need to do more for you) ... Brand alliances Bioplastics ... eBooks (eventually come of age) ... Business models (in every sector) CHIME nations ... Creative charities ... Crowdsourcing (research, design, communicate) Debt ... Device convergence ... Digital nomads (wandering in a virtual world) Energy (where the brains are focused) ... Social Entrepreneurs ... Extreme weather Fairtrade ... Fractional ownership ... Fuel cells (where the venture capital is focused) Genetic-based services ... GPS devices (the power of mobility) ... Graffiti fashion Happiness (yes, it really is the new priority) ... Healthcare revolution ... Reid Hoffman Identity protection (you, your brand, your reputation) ... Inflation ... Islamic finance Fashion jewellery ... Multi jobbing ... Jumpsuits (yes, they're back with Stella McCartney) Knowledge clouds ... Korean brands (the new innovation leaders) ... Kazikstan Licensing ... Life caching ... Location-based marketing (when and where are customers) Managing complexity ... Meaning (making sense, adding purpose) ... Micropayments Nanotechnology (from cleaning to clothes) ... Neural networks ... N11 nations Obesity (whilst half the world still starves) ... Oil prices ... Cautious optimism Personalisation ... Pop-up retailing (no longer a fad, serious business) ... Privacy InQBox (fantastic Japanese retail concept) ... Quantum computing ... Quebec online Realness ... Rental culture ... Responsible business (more than the environment) Self publishing ... Simplicity (the biggest trend of all) ... Space tourism (Virgin Galactic) Tablet computers (just wait for MacWorld 2010) ... Tweeting ... Two-speed economy Unemployment ... Urbanisation ... User generated (from Current TV to Threadless) Viral rage (customer complaints just went global) ... Virtual Hybrids ... Volatility Water scarcity ... Wild weather ... Women consumers (growing faster than China) Generation X ... X-Prizes (space travel to electric cars) ... XL accessories Yang Du (Shanghai cool) ... YouTubevertising (one that works) ... Mohammad Yunus Zespri Gold (amazing kiwis) ... Zipcars ... Zopa (business model for future banking)
  • Brands need to do more
  • Responsible Considered Meaningful Caring EMPOWERED RESOURCEFUL CAPABLE SELFLESS WELLBEING human INDIVIDUAL HAPPINESS COLLABORATIVE CONTRIBUTING PARTICIPATIVE SHARING INDULGENT EXPRESSIVE ESCAPIST QUIRKY
  • Brands need to do more for people
  • 1 Seeing brands Differently
  • 1 Seeing brands Differently
  • 2 Brands are About people
  • 2 Brands are About people
  • 3 Enabling people To do more
  • 3 Enabling people To do more
  • 4 Tapping into Aspirations
  • 4 Tapping into Aspirations
  • 5 Engaging people More deeply
  • 5 Engaging people More deeply
  • 6 Redefining Your context
  • 6 Redefining Your context
  • 7 Enabling you To do more too
  • 7 Enabling you To do more too
  • “Few businesses unlock the power of their brands”
  • From brand as name identity Product Experience reputation
  • to brand as Purpose Narrative Provocation Enablement Growth
  • “Brands put a ding in the universe”
  • How can you do more with Brands That do more?
  • The new spaces for future growth
  • The new ways to engage consumers
  • The new platforms For design and innovation
  • Did the world change?
  • Or was it just a crisis?
  • Will consumers go back to normal?
  • or is there a “neW normal”?
  • As power shifts
  • As power shifts from west to east
  • As power shifts from west to east big to small
  • As power shifts from west to east big to small business to consumer
  • Who will people trust?
  • not brands ...
  • Who will they be loyal to?
  • Each other
  • Connected and Intelligent
  • But what else has changed?
  • from conspicuous to cautious
  • from conspicuous to cautious from thoughtless to thoughtful
  • from conspicuous to cautious from thoughtless to thoughtful From extrovert to introvert
  • So where are the white spaces?
  • People are more considered
  • They think about the consequences,
  • They think about the consequences, they think about alternatives,
  • They think about the consequences, they think about alternatives, they give a shit
  • People are more resourceful
  • They want to do more themselves,
  • They want to do more themselves, to do more with less,
  • They want to do more themselves, to do more with less, to be enabled
  • People are more human
  • They are more individual,
  • They are more individual, they care about themselves,
  • They are more individual, they care about themselves, and want to be happy
  • They are more individual, they care about themselves, and want to be happy
  • People are more participative
  • They want to be part of it,
  • They want to be part of it, to give more and shape more,
  • to do more together
  • People are more escapist
  • They want to escape from it all
  • They want to escape from it all to express their personality
  • in little ways
  • The new whitespaces For brands
  • Emerging and evolving
  • The new opportunities to do more for people
  • By thinking about brands differently
  • Creating brands about people Not about ourselves
  • Enabling them to do what they Never thought possible
  • Inspiring Provoking Engaging Supporting Enabling
  • Creating a better world And a better business
  • As Pablo Picasso said
  • Times of turbulence are the most exciting times ...
  • ... Because everything gets shaken up
  • noW’s the time to Rethink
  • To create a brand That does more
  • Be bold
  • Be bold Be brave
  • Be bold Be brave Be brilliant
  • Available November 2010
  • peterfisk@peterfisk.com theGeniusWorks.com