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The Future of Marketing: Make Things People Want or Make People Want Things?

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The Future of Marketing: Make Things People Want or Make People Want Things?

  1. john v willshire, smithery twitter - @willsh Ideja X, Croatia, 2012
  2. hello bok oh hai
  3. my name is john i can be hard to understand
  4. I can’t speak german i do run a one-man-studio it is called smithery
  5. i help businesses solve problems
  6. it’s something to do with these things
  7. but it is messier than that
  8. i started writing it on blank playing cards
  9. ideas you can step inside
  10. creation of exploitation demand of demand
  11. creation of exploitation demand of demand not a choice, a balance
  12. creation of demand exploitation of demand yet we seem to do more of This >>
  13. it made me think of these
  14. easter island - 1722 • population of 2000 • 64 square miles • 1,400 miles from the nearest inhabitable place • 2,000 miles from the nearest continent
  15. no trees
  16. 200 giant statues 30ft high 80 tons
  17. how?
  18. the original settlers arrived in massive canoes
  19. the island they found was covered in trees
  20. survive thrive finite resources
  21. 3. you can’t survive 1. too much of this... 2. this all disappears...
  22. there are over 700 unfinished statues on easter island they kept making them right until the trees ran out...
  23. is our predicament really that bad?
  24. creation of exploitation demand of demand finite resources
  25. people would not care if 70% of brands disappeared havasbrand study meaningful Media
  26. Make Things Make people want people want Things we need to redress the balance
  27. 1 2 four ways to make things 3 people want 4
  28. make
  29. The maker used to be the marketer
  30. making is thinking
  31. antonio Stradivari’s workshop created the finest stringed instruments of all time
  32. he left it to his sons, who had worked beside him all their lives.
  33. the workshop closed within twenty years.
  34. “he could not teach either of them how to be a genius.” Sennett on Stradivari
  35. The marketing died with the maker
  36. even the most brilliant minds cannot cheat death
  37. Though they try...
  38. branding was the next best thing
  39. [ ] long section on 100 years of brand evolution
  40. yet we’re still incredibly focussed on ‘the maker’
  41. “when the founder is still there, people respect the brand in a way that doesn’t happen when the reins have been handed down over and over” Entrepreneur magazine Apr 12
  42. “when the founder is still there, people respect the brand in a way that doesn’t happen when the reins have been handed down over and over” Entrepreneur magazine Apr 12
  43. “when the founder is still there, people respect the brand in a way that doesn’t happen when the reins have been handed down over and over” Entrepreneur magazine Apr 12
  44. And the makers don’t seem too bothered about ‘brand’
  45. “I don't believe in brands.  People buy our product, not our company.  You're only as good as your last product.” James Dyson
  46. yet when they do depart... who replaces the maker?
  47. Sometimes there are weird replacements
  48. product designer at hp?
  49. packaging designer at diet coke?
  50. creative director of polaroid?
  51. creative director of intel?
  52. but usually there are safe replacements
  53. “accountants drift to the top ” stephen king, jwt, 1985
  54. 0.6 51% 0.45 36% ftse 100 0.3 24% ceos with 0.15 finance 0 backgrounds 1996 2008 2012 source - Robert Half / Hendricks & Struggles
  55. Make Things Make people want people want Things Safe pair of hands
  56. those nice people in finance like the wrong sort of marketing
  57. ( you should really read ) Has Marketing Failed, or was it never really tried? 1985 paper by Stephen king, JWT
  58. four marketing routes to failure
  59. 1 thrust marketing
  60. 2 marketing department marketing silo marketing
  61. 3 marketing accountant’s payback january december
  62. 4 marketing formula x + Y success = z
  63. four essential aspects of real marketing
  64. 1 start with the customer
  65. 2 over time working
  66. 3 resources using all CEO marketing manufacturing
  67. 4 innovating
  68. all deeply linked to the product
  69. 1 be a real marketer 2 3 4
  70. things
  71. what do marketers know about making things...?
  72. you are the ruiners of all things good bill hicks on marketers
  73. with this ad, sadden us, you will
  74. there is nothing interesting about our world let’s borrow someone else’s
  75. you are the ruiners of all things good bill hicks on marketers
  76. marketing has drifted too far from product reality
  77. the atoms of a product, or the seconds spent with a service
  78. the feelings we get from buying, using or experiencing the thing
  79. the two cannot be separated
  80. pre-industrial industrial network
  81. pre-industrial brands suffered the stradivari problem
  82. mass-production branding helped solve that problem
  83. strip out and replicate the essence of the maker
  84. the art of branding was compression
  85. companies still seek their fortune in the ideas of a long dead mind...
  86. compression don’t work for this world
  87. every time we blink a brand changes
  88. which can be disconcerting if you are used to consistency
  89. “I struggle to identify a consistent set of measures across our digital campaigns” John Woods Coke, GB & Ireland
  90. it will get a lot, lot stranger
  91. we will need automation & Robots to understand it all this will scare and confuse us The NEw yorker, 1946
  92. don’t lose sleep over it... “We use the word 'machines' in place of 'software designed by people predicated on a set of cultural assumptions'...” kim plowright
  93. but don’t pretend it isn’t happening
  94. “Nostalgia isn’t a business Model” john naughton http://memex.naughtons.org/archives/2012/04/05/15944
  95. “We are born of complexity, shaped by complexity, and interact with a world that is inexorably growing more complex.” Bud Caddell graphic from http://whtebkgrnd.tumblr.com/
  96. don’t fight fragmentation accelerate it
  97. fragmentation doesn’t destroy brand value it demonstrates value ....or lack of it
  98. there’s a different way to think about value... the labour theory of value
  99. developed ...and later by adam by karl smith... marx
  100. modern economics: the value of a thing is determined by what one is willing to give up to obtain the thing
  101. The labour theory of value the value of something is determined by the labour that went into its production
  102. £0.99 £3.33 per pad per pad
  103. “marketing is world building. With unlimited bandwidth we can now show you the world.” @TobyBarnes, AKQA
  104. it’s easier to buy this world...
  105. ...than this world
  106. What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? Gareth Kay What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What if we stitched smaller ideas together to create a longer idea? What
  107. world building world borrowing
  108. “The internet is biased towards fact.  People don’t care about your brand mythology, they care about where your product is made and what’s in it.” douglas rushkoff
  109. Labour theory of brand value: show the constant additions to the essence and the substance
  110. 1 be a real marketer 2 let the deeds show 3 4
  111. people
  112. staring at people is rude
  113. staring down at people is a force of habit...
  114. “We do what we do largely because of our interaction with - and under the influence of - others. And mostly without realising it.” Mark Earls, Herd
  115. stop staring at people start looking between them
  116. different people want different things
  117. how do you look between people?
  118. anthropologish* *not hardcore anthropology, before anyone gets angry
  119. archeology culture four disciplines language social
  120. fuck yeah archeology !
  121. oh..... that archeology
  122. digging around in the things folk leave behind
  123. unseen UK, 2006 photos by the people at royal mail
  124. look for the things that show you what people are capable of...
  125. language
  126. google gets it wrong: Provjerite što ljudi žele
  127. a friend helps it get better?
  128. we want a... strapline three values proposition
  129. 200 million we need a... dictionary lexicon tweets phrase book per day
  130. it matters what they say about you not what you say about you
  131. culture don’t look for things that unite look for things that divide...
  132. “We seek out these obsessives, maniacs and eccentrics because they can help us get to big, breakthrough ideas” Brian Miller, Sense Worldwide
  133. social... ...hang on, we know about this one...
  134. facebook offers a partial glance of the intangible half of your social footprint
  135. galvanism: when we thought electricity would cure from “The Craftsman” by Richard sennett all disease
  136. facebook does not offer intimations of the sublime http://jeffberryman.com/2011/05/19/counting-on-the-sublime/
  137. always look through two lenses Material & virtual _____.jpg by Alan Belcher
  138. what’s fascinating is where the two now begin to meet People like the clothes online, appears on hangers in store C&A, Brasil
  139. archeology culture look between people language social
  140. 1 be a real marketer 2 let your deeds show 3 look between people 4
  141. want
  142. three different wants peter doyle, Value-Based Marketing
  143. incipient wants things which people want, but have no idea about until they see it.
  144. the things that sell themselves
  145. latent wants things there are no present solutions for, but are easy for people to describe
  146. existing wants things we already know we want, for which there are plenty of willing suppliers...
  147. existing wants ...this is where the interesting shit is let’s think about coffee, for example
  148. “like yacht racing, modern markets are an environment defined solely by the position of the competitors, rather than by any absolute geography” John Cronk
  149. Coffee was the Vendée globe
  150. you needed a super-yacht to be in the race, never mind score points
  151. The internet is a very lenient race judge it lets any small boat join in...
  152. i am a bit geeky about coffee...
  153. i can find a great place to buy coffee whenever I’m out and about
  154. I can blend my own coffee to suit my own taste profile. And name it
  155. I can watch 509 videos about how to use an aeropress
  156. I can read 19,200,000 internet links on coffee farm soil reports* *i haven’t
  157. ikawa coffee system i could even start roasting coffee at home
  158. amongst my friends, I am a novice
  159. so what’s happening?
  160. Talent hits a target no one else can hit genius hits a target no one else can see arthur Schopenhauer
  161. the big boats find it hard to see all the little boats
  162. all of their research tools are geared to look at the direct competitors marketers copy each other just like everyone else
  163. It should still be possible to do something though...?
  164. this is your best response?
  165. barista style....?
  166. barista style is free hugs
  167. no free hugs
  168. but we have market share?
  169. it never starts with people who want market share...
  170. there are always people who are more geeky about your market than you...
  171. make something they can believe in
  172. you have to want to make a difference
  173. To Do a common thing uncommonly well brings success henry john heinz
  174. uncommonly well is now a lot harder to achieve than it used to be
  175. want to makes things well
  176. want to tell your story
  177. want to create demand
  178. people will only want the things you make as much as you want to make them.
  179. 1 be a real marketer 2 let your deeds show 3 look between people 4 want to make things
  180. that sounds... hard where do i start?
  181. think of it this way you are an operating system
  182. they’re not consumers they’re users
  183. they will make great things that you are afraid to make by David Lee, howstrange.com
  184. they will take your things and make other things
  185. but they always have Jingle Bells, Batman smells, Robin flew away. Kojak lost his lollipop And bought a Milky Way trad. children’s song, 1960’s onwards
  186. open up your operating system
  187. celebrate the passionate outsiders who use your platform
  188. partner with people who are better at running your platform
  189. use your platform to share value watching your shitty hologram has no value
  190. use your platform for good things
  191. listen to the customers who’ve been begging for an open platform
  192. remember which side you are on
  193. we fight for the users
  194. hvala john v willshire twitter - @willsh http://smithery.co/blog thank you john@smithery.co

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