New consumer priorities and
marketing ideas for 2011+
Peter Fisk
www.theGeniusWorks.com
Gaga
theGeniusWorks.com
Inspire
theGeniusWorks.comDifferent
Provocative
theGeniusWorks.com
Inspiring theGeniusWorks.com
theGeniusWorks.com
iconic
1: Game changing
Volume
West
Big
FEW
Mass
Value
East
Small
MANY
Niche
theGeniusWorks.com
Here’s to tHe crazy ones ...
The misfits.The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who s...
GE
born in a
recession
1876
HP
born in a
recession
1929
born in a
recession
1975
MTV
born in a
recession
1981
born in a
re...
Game changingtheGeniusWorks.com
Game changingtheGeniusWorks.com
Game changing
theGeniusWorks.com
Game changingtheGeniusWorks.com
Game changing
theGeniusWorks.com
Game changingtheGeniusWorks.com
theGeniusWorks.com
Game changing
Game changingtheGeniusWorks.com
Game changing
theGeniusWorks.com
2: Brand spaces
Outside in
theGeniusWorks.com
theGeniusWorks.com
Do you believe Tripadvisor or the brochure?
theGeniusWorks.com
Deep Diving
theGeniusWorks.com
theGeniusWorks.com
Opportunity of unmet needs and non-consumers
Energising people
Advantages
Building relevance and preference
Essentials
Building awareness and trust
Energisers
Building...
theGeniusWorks.com
Context change: From shoes to “delivering happiness”
Changing context
theGeniusWorks.com
Customise: Doing everything on customers terms
Responsible
RESOURCEFUL
human
PARTICIPATIVE
ESCAPIST
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
IND...
Brands need to
do more for people
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
RELATIONSHIPS
PLACE
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
COMMUNITIES
P...
3: Creative ideas
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
innocent
Fruitstock
Aviva
theGeniusWorks.com
Umpqua
A bottle of
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
lego theGeniusWorks.com
theGeniusWorks.com
Obama
Krispy Kreme
KitKat jp
Get free Gas
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
City garden
Give me tap
theGeniusWorks.com
Corona
Corona
Barclays
Barclays
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
CK Jeans
Smint
Disigual
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
(RED)
TIDE
Project 7
VAI VAI
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
A+Fitch
Nokia
Gatwick Airport
Gatwick Airport
Harley Davidson
Harimaya
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
theGeniusWorks.com
S-twEETS
theGeniusWorks.com
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
theGeniusWorks.com
DRENCH
DRENCH
Unilever
Pop Tarts
Pop Tarts
Pop Tarts
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
Cocktail Box
Cocktail Box
Cocktail Box
theGeniusWorks.com
Nike+
Nike+
Nike+
theGeniusWorks.com
Nike+
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubs
Brand
Spaces
IDEAS
Concepts
Impact
Time
L
M
S
S M L
Priorities
4: More impact
APPLE theGeniusWorks.com
iMAC 1999
JOBS/WOZNIAK 1976
$1bn by 1980
1985-1996
Jobs & JELLYBEANS
Online/retail
DIGITAL HUB
theGeniusWorks.com
theGeniusWorks.com
Iphone 2007
ipod 2001
$8bn
Itunes 2003
10bn
Ipad 2010
$13bn
theGeniusWorks.com
theGeniusWorks.com
BEYOND PROCESS
MOBILE DEVICE CO.
JOBS + IVE
BEAUTIFUL OBJECTS
SAYING NO
Bold Experiments
platforms
theGeniusWorks.com
Focus on the feel
Don’t seLL proDucts
Never first
Early adopters
Magic words
Keep moving
Packaging
iPad
theGeniusWorks.com
ideas.factory design.studio impact.zone
theGeniusWorks.com
theGeniusWorks.com
Open up + close down
theGeniusWorks.com
theGeniusWorks.com
Creative fusions
theGeniusWorks.com
theGeniusWorks.com
Short & Long-term
theGeniusWorks.com
Peter Fisk
Bestselling author
Inspirational speaker
Brand and innovation facilitator
peterfisk@peterfisk.com
www.theGenius...
Brandscapes 2011+
Brandscapes 2011+
Brandscapes 2011+
Brandscapes 2011+
Brandscapes 2011+
Brandscapes 2011+
Brandscapes 2011+
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Brandscapes 2011+

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New brand insights, new consumer priorities, new marketing ideas ... from the Coca Cola InnoLab by Peter Fisk ... find out more at www.theGeniusWorks.com

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Brandscapes 2011+

  1. New consumer priorities and marketing ideas for 2011+ Peter Fisk www.theGeniusWorks.com
  2. Gaga theGeniusWorks.com
  3. Inspire theGeniusWorks.comDifferent
  4. Provocative theGeniusWorks.com
  5. Inspiring theGeniusWorks.com
  6. theGeniusWorks.com iconic
  7. 1: Game changing
  8. Volume West Big FEW Mass Value East Small MANY Niche theGeniusWorks.com
  9. Here’s to tHe crazy ones ... The misfits.The rebels. The troublemakers. The round pegs in the square holes. The ones who see things differently. They're not fond of rules. And they have no respect for the status quo. You can praise them, disagree with them, quote them, disbelieve them, glorify or vilify them. About the only thing you can't do is ignore them. Because they change things. “Times of turbulence are the most exciting times ... because everything changes” theGeniusWorks.com
  10. GE born in a recession 1876 HP born in a recession 1929 born in a recession 1975 MTV born in a recession 1981 born in a recession 2001 eBay Microsoft theGeniusWorks.com
  11. Game changingtheGeniusWorks.com
  12. Game changingtheGeniusWorks.com
  13. Game changing theGeniusWorks.com
  14. Game changingtheGeniusWorks.com
  15. Game changing theGeniusWorks.com
  16. Game changingtheGeniusWorks.com
  17. theGeniusWorks.com Game changing
  18. Game changingtheGeniusWorks.com
  19. Game changing theGeniusWorks.com
  20. 2: Brand spaces
  21. Outside in theGeniusWorks.com
  22. theGeniusWorks.com Do you believe Tripadvisor or the brochure? theGeniusWorks.com
  23. Deep Diving theGeniusWorks.com
  24. theGeniusWorks.com Opportunity of unmet needs and non-consumers
  25. Energising people Advantages Building relevance and preference Essentials Building awareness and trust Energisers Building affinity and loyalty “Needs” “Wants” “Aspirations” “Must Dos” “Differentiators” “Distinguishers” theGeniusWorks.com
  26. theGeniusWorks.com Context change: From shoes to “delivering happiness”
  27. Changing context
  28. theGeniusWorks.com Customise: Doing everything on customers terms
  29. Responsible RESOURCEFUL human PARTICIPATIVE ESCAPIST Considered Meaningful Caring EMPOWERED CAPABLE SELFLESS WELLBEING INDIVIDUAL HAPPINESS COLLABORATIVE CONTRIBUTING SHARING INDULGENT EXPRESSIVE QUIRKY
  30. Brands need to do more for people theGeniusWorks.com
  31. PROMOTION Customers BRANDS PRODUCTS PRICE RELATIONSHIPS PLACE theGeniusWorks.com
  32. PROMOTION Customers BRANDS PRODUCTS PRICE Engagement Participants Ideas ENABLERS Context RELATIONSHIPS PLACE COMMUNITIES PARTNERS theGeniusWorks.com
  33. 3: Creative ideas
  34. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  35. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  36. innocent
  37. Fruitstock
  38. Aviva
  39. theGeniusWorks.com Umpqua
  40. A bottle of
  41. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  42. lego theGeniusWorks.com
  43. theGeniusWorks.com Obama
  44. Krispy Kreme
  45. KitKat jp
  46. Get free Gas
  47. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  48. City garden
  49. Give me tap
  50. theGeniusWorks.com
  51. Corona
  52. Corona
  53. Barclays
  54. Barclays
  55. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  56. CK Jeans
  57. Smint
  58. Disigual
  59. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  60. (RED)
  61. TIDE
  62. Project 7
  63. VAI VAI
  64. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  65. A+Fitch
  66. Nokia
  67. Gatwick Airport
  68. Gatwick Airport
  69. Harley Davidson
  70. Harimaya
  71. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  72. theGeniusWorks.com S-twEETS
  73. theGeniusWorks.com
  74. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  75. theGeniusWorks.com DRENCH
  76. DRENCH
  77. Unilever
  78. Pop Tarts
  79. Pop Tarts
  80. Pop Tarts
  81. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  82. Cocktail Box
  83. Cocktail Box
  84. Cocktail Box
  85. theGeniusWorks.com Nike+
  86. Nike+
  87. Nike+
  88. theGeniusWorks.com Nike+
  89. Caring people Save the world On the edge Having fun Being human Enabling life Taking part Fan clubs Brand Spaces
  90. IDEAS
  91. Concepts
  92. Impact Time L M S S M L Priorities
  93. 4: More impact
  94. APPLE theGeniusWorks.com
  95. iMAC 1999 JOBS/WOZNIAK 1976 $1bn by 1980 1985-1996 Jobs & JELLYBEANS Online/retail DIGITAL HUB theGeniusWorks.com
  96. theGeniusWorks.com
  97. Iphone 2007 ipod 2001 $8bn Itunes 2003 10bn Ipad 2010 $13bn theGeniusWorks.com
  98. theGeniusWorks.com
  99. BEYOND PROCESS MOBILE DEVICE CO. JOBS + IVE BEAUTIFUL OBJECTS SAYING NO Bold Experiments platforms
  100. theGeniusWorks.com
  101. Focus on the feel Don’t seLL proDucts Never first Early adopters Magic words Keep moving Packaging
  102. iPad theGeniusWorks.com
  103. ideas.factory design.studio impact.zone theGeniusWorks.com
  104. theGeniusWorks.com
  105. Open up + close down theGeniusWorks.com
  106. theGeniusWorks.com
  107. Creative fusions theGeniusWorks.com
  108. theGeniusWorks.com
  109. Short & Long-term theGeniusWorks.com
  110. Peter Fisk Bestselling author Inspirational speaker Brand and innovation facilitator peterfisk@peterfisk.com www.theGeniusWorks.com www.innoLab.co.uk www.CreativeGeniusLive.com

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