Brands that Do More

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Peter Fisk's keynote from the 2010 Marketing Forum on how brands need to do much more for people ... and business

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Brands that Do More

  1. 1. Brands that Do More Peter Fisk theGeniusWorks.com
  2. 2. Welcome
  3. 3. to the new business world
  4. 4. Slowly emerging ...
  5. 5. ... from the wreckage of economic crisis
  6. 6. Welcome to a different world
  7. 7. Where There is no going back to “normal”
  8. 8. Where people’s attitudes and priorities
  9. 9. ... Have changed
  10. 10. A world that is Emerging
  11. 11. With uncertainty and fear ... but also with hope
  12. 12. With new challenges
  13. 13. With new challenges And opportunities
  14. 14. Where power has shifted
  15. 15. From Business to Consumer
  16. 16. From Business to Consumer From big to small
  17. 17. Where Expectations are high
  18. 18. Trust is low
  19. 19. And Loyalty is rare
  20. 20. And business needs to learn
  21. 21. And business needs to learn To work in new ways
  22. 22. And for brands?
  23. 23. The challenge is even greater
  24. 24. But so are the opportunities
  25. 25. If you think differently
  26. 26. What do consumers want From brands today?
  27. 27. How can do brands do more for them?
  28. 28. CRISIS theGeniusWorks.com
  29. 29. uncertainty Two turbulent years ... theGeniusWorks.com
  30. 30. hope theGeniusWorks.com
  31. 31. IDEAS theGeniusWorks.com
  32. 32. Gaga theGeniusWorks.com
  33. 33. Provoke theGeniusWorks.com
  34. 34. Touch theGeniusWorks.com
  35. 35. Bilbao theGeniusWorks.com
  36. 36. CREATE theGeniusWorks.com
  37. 37. Inspire theGeniusWorks.com
  38. 38. West East Big Small FEW MANY Mass Niche Volume Value theGeniusWorks.com
  39. 39. 3.1% Growth E7 +5.1% in 2010 E7 +1.7% G7 +1.3% in 2009 in 2010 G7 -3.4% in 2009 But where? theGeniusWorks.com
  40. 40. E7 Nations Women EDUCATION Healthcare Cities Water GRIN Rental Boomers
  41. 41. Old consumers $1.2 trillion in 5 years Youth consumers $1.6 trillion in 5 years Female consumers $2.2 trillion in 5 years theGeniusWorks.com
  42. 42. Ageing (big business) ... Artvertising (ads need to do more for you) ... Brand alliances Bioplastics ... eBooks (eventually come of age) ... Business models (in every sector) CHIME nations ... Creative charities ... Crowdsourcing (research, design, communicate) Debt ... Device convergence ... Digital nomads (wandering in a virtual world) Energy (where the brains are focused) ... Social Entrepreneurs ... Extreme weather Fairtrade ... Fractional ownership ... Fuel cells (where the venture capital is focused) Genetic-based services ... GPS devices (the power of mobility) ... Graffiti fashion Happiness (yes, it really is the new priority) ... Healthcare revolution ... Reid Hoffman Identity protection (you, your brand, your reputation) ... Inflation ... Islamic finance Fashion jewellery ... Multi jobbing ... Jumpsuits (yes, they're back with Stella McCartney) Knowledge clouds ... Korean brands (the new innovation leaders) ... Kazikstan Licensing ... Life caching ... Location-based marketing (when and where are customers) Managing complexity ... Meaning (making sense, adding purpose) ... Micropayments Nanotechnology (from cleaning to clothes) ... Neural networks ... N11 nations Obesity (whilst half the world still starves) ... Oil prices ... Cautious optimism Personalisation ... Pop-up retailing (no longer a fad, serious business) ... Privacy InQBox (fantastic Japanese retail concept) ... Quantum computing ... Quebec online Realness ... Rental culture ... Responsible business (more than the environment) Self publishing ... Simplicity (the biggest trend of all) ... Space tourism (Virgin Galactic) Tablet computers (just wait for MacWorld 2010) ... Tweeting ... Two-speed economy Unemployment ... Urbanisation ... User generated (from Current TV to Threadless) Viral rage (customer complaints just went global) ... Virtual Hybrids ... Volatility Water scarcity ... Wild weather ... Women consumers (growing faster than China) Generation X ... X-Prizes (space travel to electric cars) ... XL accessories Yang Du (Shanghai cool) ... YouTubevertising (one that works) ... Mohammad Yunus Zespri Gold (amazing kiwis) ... Zipcars ... Zopa (business model for future banking)
  43. 43. Brands need to do more
  44. 44. Responsible Considered Meaningful Caring EMPOWERED RESOURCEFUL CAPABLE SELFLESS WELLBEING human INDIVIDUAL HAPPINESS COLLABORATIVE CONTRIBUTING PARTICIPATIVE SHARING INDULGENT EXPRESSIVE ESCAPIST QUIRKY
  45. 45. Brands need to do more for people
  46. 46. 1 Seeing brands Differently
  47. 47. 1 Seeing brands Differently
  48. 48. 2 Brands are About people
  49. 49. 2 Brands are About people
  50. 50. 3 Enabling people To do more
  51. 51. 3 Enabling people To do more
  52. 52. 4 Tapping into Aspirations
  53. 53. 4 Tapping into Aspirations
  54. 54. 5 Engaging people More deeply
  55. 55. 5 Engaging people More deeply
  56. 56. 6 Redefining Your context
  57. 57. 6 Redefining Your context
  58. 58. 7 Enabling you To do more too
  59. 59. 7 Enabling you To do more too
  60. 60. “Few businesses unlock the power of their brands”
  61. 61. From brand as name identity Product Experience reputation
  62. 62. to brand as Purpose Narrative Provocation Enablement Growth
  63. 63. “Brands put a ding in the universe”
  64. 64. How can you do more with Brands That do more?
  65. 65. The new spaces for future growth
  66. 66. The new ways to engage consumers
  67. 67. The new platforms For design and innovation
  68. 68. Did the world change?
  69. 69. Or was it just a crisis?
  70. 70. Will consumers go back to normal?
  71. 71. or is there a “neW normal”?
  72. 72. As power shifts
  73. 73. As power shifts from west to east
  74. 74. As power shifts from west to east big to small
  75. 75. As power shifts from west to east big to small business to consumer
  76. 76. Who will people trust?
  77. 77. not brands ...
  78. 78. Who will they be loyal to?
  79. 79. Each other
  80. 80. Connected and Intelligent
  81. 81. But what else has changed?
  82. 82. from conspicuous to cautious
  83. 83. from conspicuous to cautious from thoughtless to thoughtful
  84. 84. from conspicuous to cautious from thoughtless to thoughtful From extrovert to introvert
  85. 85. So where are the white spaces?
  86. 86. People are more considered
  87. 87. They think about the consequences,
  88. 88. They think about the consequences, they think about alternatives,
  89. 89. They think about the consequences, they think about alternatives, they give a shit
  90. 90. People are more resourceful
  91. 91. They want to do more themselves,
  92. 92. They want to do more themselves, to do more with less,
  93. 93. They want to do more themselves, to do more with less, to be enabled
  94. 94. People are more human
  95. 95. They are more individual,
  96. 96. They are more individual, they care about themselves,
  97. 97. They are more individual, they care about themselves, and want to be happy
  98. 98. They are more individual, they care about themselves, and want to be happy
  99. 99. People are more participative
  100. 100. They want to be part of it,
  101. 101. They want to be part of it, to give more and shape more,
  102. 102. to do more together
  103. 103. People are more escapist
  104. 104. They want to escape from it all
  105. 105. They want to escape from it all to express their personality
  106. 106. in little ways
  107. 107. The new whitespaces For brands
  108. 108. Emerging and evolving
  109. 109. The new opportunities to do more for people
  110. 110. By thinking about brands differently
  111. 111. Creating brands about people Not about ourselves
  112. 112. Enabling them to do what they Never thought possible
  113. 113. Inspiring Provoking Engaging Supporting Enabling
  114. 114. Creating a better world And a better business
  115. 115. As Pablo Picasso said
  116. 116. Times of turbulence are the most exciting times ...
  117. 117. ... Because everything gets shaken up
  118. 118. noW’s the time to Rethink
  119. 119. To create a brand That does more
  120. 120. Be bold
  121. 121. Be bold Be brave
  122. 122. Be bold Be brave Be brilliant
  123. 123. Available November 2010
  124. 124. peterfisk@peterfisk.com theGeniusWorks.com

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