The New Consumer Agenda 2013-2015 by Peter Fisk

the new consumer agenda 2013-15 Peter Fisk peterfisk@peterfisk.com+genius www.theGeniusWorks.com

Tribal niches Connecting Building a people movement Simple Doing Inspiring Natural Pleasure good meaning authentic Me to We Smart Provoking Good Statement value Products to debate to to people Great Stories Being Human Special Products Consistent to to editions People Deviant Branded Places Curated From the Twist solutions fringes and fuse Passive Selling to to Participating Enabling Creating Do more content together Being a Enable member me Made by me Right here© Peter Fisk 2012 Right nowwww.thegeniusworks.com +genius

What do consumers want In a VUCA WORLD? VolatileUncertain ComplexAmbiguous +genius

GDP GROWTH Source: OECD +genius

How are brands adapting To this new world? Vibrant UNREAL CRAZYASTOUNDING +genius +genius

CONSUMER CONFIDENCE Source: Neilsen +genius

FROM few ...+genius ... To many

FROM PUSH ... $ $+genius ... To pull

Emerging segments+genius

Millenials SO-LO-MO’s Alpha Women+genius Boomers Emerging Middle Down shifters

Me to We Good Statement Products to to to people Great StoriesProducts Consistent to to People Deviant Passive Selling to to Participating Enabling +genius

1 me to we +genius

1 me to we Tribal niches Connecting people Building a movement Me to We Good Statement Products to to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling +genius

togetherness+genius

FAN TWEET-UPS +genius

Tribal places +genius

Connecting people +genius

NIKE+ +genius

NIKE+... Nike helps people run

NIKE+ +genius

Creating MOVEMENTs RELEVANCE +genius

COLLABORATION

2 Good to Great +genius

2 Good to Great Dream Doing possible good Me to We Smart Good Statement value Products to to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling +genius

DREAM REALITY +genius

SMART DESIGN +genius

SMART VALUE

FRUGAL INNOVATION +genius

GREEN AND SEXY +genius

3 Products to People+genius

3 Products to People Me to We Good Statement Products to to to people Great Stories Being Human Products Consistent to to People Deviant Branded Places Curated solutions Passive Selling to to Participating Enabling +genius

Being human +genius

Playing games +genius

+genius BRAND SPACES

ULTRA 10+genius

simplicity +genius

HUMAN CURATING SOLUTIONS +genius +genius

Getting PERSONAL +genius

ZAPPOS, SELLING SHOES? +genius

… delivering happiness

DELIVERING HAPPINESS

Happiness Tour +genius

4 PASSIVE to PARTICIPATE+genius RENTAL

4 PASSIVE to PARTICIPATE Me to We Good Statement Products to to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling Creating content Being a member Made by me +genius

THREADLESS +genius

Crowdsourcing +genius

CrowdSELLING +genius

+genius

customising

Co-creating +genius

RENTAL+genius

+genius RENTAL subscription

GIFTING +genius

4 Selling to enabling +genius

4 Selling to enabling Me to We Good Statement Products to to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling Do more together Enable me Right here Right now +genius

DRAMATICENABLING MORE +genius +genius

TWO Square METRE +genius

Wear Cosmetics +genius

Umpqua Bank +genius

Supporting you +genius

MORE TOGETHER +genius

DOING MORE +genius

more Dramatic +genius

5 CONSISTENT TO DEVIANT +genius

5 CONSISTENT TO DEVIANT Me to We Good Statement Products to to to people Great Stories Products Consistent Special to to editions People Deviant From the Twist fringes and fuse Passive Selling to to Participating Enabling +genius

UNLIKE OTHERS

ABSOLUTELY UNIQUE +genius

ASIAN FUSION +genius

RADICAL CONCEPTS+genius

RAPHA + PAUL SMITH +genius

PANTy BY POST Community SUBSCRIPTION+genius

6 STATEMENT TO STORIES

6 STATEMENT TO STORIES Inspiring Natural meaning authentic Me to We Good Statement Provoking Products to debate to to people Great Stories Products Consistent to to People Deviant Passive Selling to to Participating Enabling +genius

heritage +genius

+genius ADDING MEANING

Abercrombie & Fitch

WOrld’s biggest vlogger +genius

Future proofedSocial currency +genius

BEING PROVOCATIVE +genius

Creating DEBATE +genius

the new consumer agenda+genius

Tribal niches Connecting Building a people movement Simple Doing Inspiring Natural Pleasure good meaning authentic Me to We Smart Provoking Good Statement value Products to debate to to people Great Stories Being Human Special Products Consistent to to editions People Deviant Branded Places Curated From the Twist solutions fringes and fuse Passive Selling to to Participating Enabling Creating Do more content together Being a Enable member me Made by me Right here© Peter Fisk 2012 Right nowwww.thegeniusworks.com +genius

WHAT ABOUT YOUR CONSUMERS?

DEEPER insight Energisers “Aspirations” “Distinguishers” What would excite me? Enablers “Wants” “Differentiators” What do I want to be able to do? Essentials “Needs” What is necessary and expected? “Must Dos”© GeniusWorks 2012. All rights reserved.

WHAT ABOUT YOUR brands? +genius

How can you fuse ideas? +genius

Creative Fusion Existing Parallel Creative business: world: fusion: Silent Silent Silent Cashiers Cashiers Cashiers Bars Bars Bars Long Queues Long Queues Long Queues Finance Finance Finance Complicated Complicated Complicated Transactions Transactions Transactions Boring Boring Boring© GeniusWorks 2012. All rights reserved.

And new business models? +genius

CAN THEY BE PART OF IT TOO? +genius

How do you enable more? +genius

Enabling more Passive experience Brand as an Brand as an Scripted educator entertainer Unscripted delivery delivery Brand as a Brand as a guide coach Active experience © GeniusWorks

VolatileUncertain ComplexAmbiguous +genius

VibrantUnREALCrazyAstounding +genius

Peter Fisk is a customer, innovation and branding expert, making sense of a rapidly changing business world, learning from a new generation of business, digital and physical, large and small … inspiring and enabling you to innovate and win in the new marketspaces. He is a bestselling author and inspirational speaker, and consultant to leading companies around the world . Peter is the Founder and Creative Director of the GeniusWorks, a strategic innovation business with offices in London and Budapest, Dubai and Istanbul, that works with senior management to “see things differently” – to develop and implement more inspired strategies for brands, innovation and marketing. Gamechanger is a strategy accelerator for leadership teams, Innolab is a facilitated innovation process based on deep customer insights and creative thinking, and BrandOptima is a platform to develop better brands and brand portfolios. His latest book Creative Genius brings together entrepreneurs and artists, rockstars and rockets scientists, in "the essential guide to innovation for visionaries, border crossers and game changers". From Air Asia to Virgin Galactic, Gaga to Miyamoto, it offers 50 inspirational tracks to inspire your ideas, and make them happen. Marketing Genius explores the left and right-brain approaches to competitive success (translated into 35 languages), Customer Genius describes how to build a customer-centric business, Business Genius is about inspired leadership and strategy, whilst People Planet Profit explains how to grow, and do good. Peter grew up in the remote farming community of Northumberland, in the North East of England, and after exploring the world of nuclear physics, joined British Airways at a time when it was embarking upon becoming “the world’s favourite airline” with roles in sales, marketing and brand management. He went on to work with many of the world’s leading companies, helping them to grow more profitably by becoming more customer-centric in their structure, operations and leadership. He works across sectors, encouraging business leaders to take a customer perspective, and learning from different types of experiences. His clients include American Express and Aeroflot, Coca Cola and Cooperative Bank, HSBC and Lastminute.com , Marks & Spencer and Microsoft, O2 and Orange, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone. He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest marketing organisation. He led the strategic marketing consulting team of PA Consulting Group, was MD of Brand Finance and partner of The Foundation, before founding his own business. He waspeterfisk@peterfisk.com recently described by Business Strategy Review as “one of the best new business thinkers” and is inwww.theGeniusWorks.com demand around the world as an expert advisor and energising speaker.

Bolder Winning brands strategies Smarter Creative innovation solutions Better Inspiring Accelerating Optimising marketing ideas growth performance Conference Cambridge Energising Developing keynotes academy events people One-day Expert seminars workshops Leadership CEO retreats mentoring© Peter Fisk 2012www.thegeniusworks.com +genius

+genius

http://www.cyroul.com	1757
http://www.conseilsmarketing.com	284
http://www.paperblog.fr	36
http://www.entreprise-marketing.fr	31
http://cyroul.com	9
http://pinterest.com	2
http://www.linkedin.com	2
https://twitter.com	1
http://sandi8416apr	1

The New Consumer Agenda 2013-2015 by Peter Fisk

by Peter Fisk on Sep 16, 2012

Accessibility

Categories

Upload Details

Usage Rights

9 Embeds 2,123

Statistics

The New Consumer Agenda 2013-2015 by Peter Fisk Presentation Transcript