Brands that Do More

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

2 Brands are About people

3 Enabling people To do more

4 Tapping into Aspirations

5 Engaging people More deeply

6 Redefining Your context

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

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

Brands that Do More

by Peter Fisk on Oct 13, 2010

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Brands that Do More — Presentation Transcript