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.

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.

5. All he did was Stand.Stand up. He is definitely one of the first symbols of the
rising power of the individual.

6. Malala Yousufzai- younger than all of us here. A Pakistani
girl who made her Voice heard .

8. UnSystem.Be bold. Speak up.

9. 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.

11. Flip our thinking.

12. 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.

14. Turn the world
Inside Out

16. Break. Create

17. 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.

18. 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.

20. Stars & Smileys
drive performance. They are the new highs. Gives
our Voice a spotlight.

22. Fameis being redefined.

24. 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.

25. 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.

26. Culture
hotspots

28. How do brands
connect to the
new marketer?

29. By Embrace.
Inspire, Collaborate, Open Innovation,
Advocate Rating

30. Inspiration

32. Collaboration

34. Open
Innovation

36. Advocate
rating

38. 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……

40. Thank you