Real People, Real Brands

Real People, Real Brands Peter Fisk

Welcome

to a new CONSUMER world

Slowly emerging ...

from the wreckage of economic DOWNTURN

Welcome to a different world

Where people’s attitudes and priorities

Have changed

A world that is Emerging

With uncertainty and fear

With uncertainty and fear ... but also with hope

With new challenges

With new challenges For brands

With new challenges For brands and RETAILERS

AND NEW OPPORTUNITIES TOO

Global but local

Fast And sustainable

Where Expectations are high

but Loyalty is rare

And We ALL need to learn

And WE ALL NEED to learn To THINK in new ways

And for the WORLD OF HOME APPLIANCES?

The challenge is even greater

But so are the opportunities

If you think differently

What DO CONSUMERS REALLY WANT?

HOW CAN WE ALL DO MORE

HOW CAN WE ALL DO MORE FOR THEM?

ARE YOUR READY TO RETHINK?

Real People, Real Brands Peter Fisk

Economic stagnation Technology explosion Environmental confusiongenius works

43% trying to save 38% driven by vouchers 47% waiting for the salesgenius works

28% have a smartphone 46% are on Facebook64% trust our friends mostgenius works

54% want to improve home 66% pay for technology 72% want more spacegenius works

25% women are size 18+54% want to support local 77% to work after retiredgenius works

20% grow our own veg 54% want to support local 66% more time at homegenius works

36% play on a Wii 52% travel worldwide 74% say future is the Eastgenius works

Convenience Wellbeing Price driven Going out Life improving Family livinggenius works

1. Rethinking prioritiesgenius works

1. Rethinking priorities 2. Reshaping lifestylesgenius works

1. Rethinking priorities 2. Reshaping lifestyles 3. Redefining valuegenius works

1. Rethinking priorities … Cautious and untrusting Relevance and choice Human and responsiblegenius works

1. Rethinking priorities …genius works

2. Reshaping lifestyles … Practical and resourceful Time and participation Family and friendsgenius works

2. Reshaping lifestyles …genius works

5 2. Reshaping lifestyles …genius works

2. Reshaping lifestyles …genius works

3. Refining value … Impulse and expectation Function and emotion Deals and vouchersgenius works

3. Refining value …genius works

1. Rethinking prioritiesgenius works

1. Rethinking priorities 2. Reshaping lifestylesgenius works

1. Rethinking priorities 2. Reshaping lifestyles 3. Redefining valuegenius works

… and the outlook?genius works

… and the outlook? Fear Inflation Debt Discontent Price spikes ProtectionismUncertaintygenius works

Time to rethink … Fear Inflation Debt Discontent Price spikes ProtectionismUncertaintygenius works

RETHINK

Volatile

Vibrant

Uncertain

Unreal

Complex

Ambiguous

Astounding

Shifting power

Consumers in Control

Nobody is average

Meaning Talks

Money walks

Expectations Are high

TrustIs low

Challenging

Caring

WORLD CHANGING

Budget cuts ToQuality of Life

British ToOpen-Minded

Nostalgic ToAmbitious

Ford Mondeo ToCitroen Picasso

Videos ToYou Tube

Phone Book To Facebook

Airtours To EasyJet

Disneyland ToCenter Parcs

Extrovert ToIntrovert

Indulgence To Happiness

Big House ToSafe Retreat

Functional Space To FAMILY SPACE

AUTOMATION ToINTELLIGENCE

SAVING TIME ToMAKING TIME

TRANSACTIONS To EXPERIENCES

Cheap ToValuable

Challenging times

Challenging times Changing times

Changing attitudes

Changing attitudesChanging priorities

Stay in the old world

Stay in the old world OR Embrace the new

RETHINKINGPriorities

RESHAPINGLIFESTYLES

REDEFINING VALUE

REAL People

REAL PeopleREAL Brands

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Real People, Real Brands

by Peter Fisk on Apr 01, 2011

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Real People, Real Brands — Presentation Transcript