#Consumer is the new #marketer


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This is actually part of my key note address at IIFT India's National Marketing Conference 2013, #TradeWings. My friend Prof. Joyeeta Chatterjee and I are now working on a piece which will touch upon this as well.
In my keynote speech, the slides had only visuals and one word following the visual, making a point as I spoke. I have tried to include parts of what I said in slides as copy. Not the same effect, but hope it makes the point. That the consumer has a voice today. And that we need to collaborate.

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#Consumer is the new #marketer

  1. Consumer as the new marketer
  2. While this session is about the Consumer donning a new Role of a Marketer, it is important to always remember that the consumer is a life with desires and emotions. Someone who loves stories, has highs and lows, celebrates and suffers.
  3. My story today begins with the Lone Man. In the summer of 1989, he stood in front of the Chinese tanks and brought them to a standstill.
  4. All he did was Stand.Stand up. He is definitely one of the first symbols of the rising power of the individual.
  5. Malala Yousufzai- younger than all of us here. A Pakistani girl who made her Voice heard .
  6. UnSystem.Be bold. Speak up.
  7. Salman Khan, founder of the Khan Academy- a free education site on youtube. He talks about how our current education system is a legacy from Prussia, a country that does not even exist today. This system was designed to gear up nations for the Industrial revolution. For working in factories. For efficient production and processes. It’s a different world today where intangibles and experience command an equal if not greater premium.
  8. Flip our thinking.
  9. JR, a semi-anonymous French street artist, uses his camera to show the world its true face, by pasting photos of the human face across massive canvases. At TED 2011, he makes his audacious TED Prize wish: to use art to turn the world inside out.
  10. Turn the world Inside Out
  11. Break. Create
  12. We are not talking consumer here. We are talking revolution. Empowerment. We are talking of a Voice. That is being reclaimed. This is the Consumer today.
  13. In 1968, Andy Warhol talked about Fifteen Minutes of Fame. Empowerment as well as the fleeting nature of fame. Finds relevance today in the digital world.
  14. Stars & Smileys drive performance. They are the new highs. Gives our Voice a spotlight.
  15. Fameis being redefined.
  16. Camp-FiresA new campfire conversation is brewing up- with like minded interest, passion groups- debates, celebration. The Red Bull Gives Me Wings is a great example.
  17. With the consumer reclaiming her voice and technology acting as a catalyst, there is a new dimension to the brand relationship. It is a conversation. A participation. Brands need to flip- turn into culture hot spots.
  18. Culture hotspots
  19. How do brands connect to the new marketer?
  20. By Embrace. Inspire, Collaborate, Open Innovation, Advocate Rating
  21. Inspiration
  22. Collaboration
  23. Open Innovation
  24. Advocate rating
  25. I end my story with Psy- the new phenomenon. Is he a consumer who has donned a marketing hat? Is he a marketer who understood his consumer? Or are the lines getting even more blurred……
  26. Thank you