The New Art of Marketing

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Peter Fisk's keynote "Gaga to Guggenheim, the New Art of Marketing" at the 2010 Edinburgh International Marketing Festival.

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The New Art of Marketing

  1. 1. GAGA O G G TO GUGGENHEIM AND THE NEW ART OF MARKETING theGeniusWorks.com
  2. 2. CRISIS theGeniusWorks.com
  3. 3. UNCERTAINTY Two turbulent years ... theGeniusWorks.com
  4. 4. HOPE theGeniusWorks.com
  5. 5. IDEAS theGeniusWorks.com
  6. 6. GAGA theGeniusWorks.com
  7. 7. PROVOKE theGeniusWorks.com
  8. 8. TOUCH theGeniusWorks.com
  9. 9. BILBAO theGeniusWorks.com
  10. 10. CREATE theGeniusWorks.com
  11. 11. INSPIRE theGeniusWorks.com
  12. 12. WEST EAST BIG SMALL FEW MANY MASS NICHE VOLUME VALUE theGeniusWorks.com
  13. 13. SEEING THINGS DIFFERENTLY Space FUTURE BACK NOW NOW FORWARD Time theGeniusWorks.com
  14. 14. DA VINCI
  15. 15. HADID theGeniusWorks.com
  16. 16. 3.1% GROWTH E7 +5.1% in 2010 E7 G7 +1.7% +1.3% in 2009 in 2010 G7 -3.4% in 2009 BUT WHERE? theGeniusWorks.com
  17. 17. E7 NATIONS WOMEN EDUCATION HEALTHCARE CITIES WATER GRIN RENTAL BOOMERS
  18. 18. 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
  19. 19. 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)
  20. 20. SEEING THINGS DIFFERENTLY Business narrow view BUSINESS CUSTOMER theGeniusWorks.com
  21. 21. BANKSY theGeniusWorks.com
  22. 22. STEWART theGeniusWorks.com
  23. 23. RESPONSIBLE CONSIDERED MEANINGFUL CARING EMPOWERED RESOURCEFUL CAPABLE SELFLESS WELLBEING HUMAN INDIVIDUAL HAPPINESS COLLABORATIVE CONTRIBUTING PARTICIPATIVE SHARING INDULGENT EXPRESSIVE ESCAPIST QUIRKY
  24. 24. THE CREATIVE AGE
  25. 25. INSPIRING PURPOSE CREATE A BIGGER ASPIRATION THAT GIVES PEOPLE HOPE CONTEXT STRETCH HUMAN theGeniusWorks.com
  26. 26. THE POWER OF IDEAS
  27. 27. ENABLING DESIGN CREATE SOLUTIONS THAT ENABLE PEOPLE TO DO MORE FUSE DESIGN ENABLE theGeniusWorks.com
  28. 28. THE NEW ART OF MARKETING
  29. 29. ENGAGING NETWORKS CREATE AFFINITY PARTICIPATION AND ADVOCACY AFFINITY, RESPONSIBLE CONNECT RESPONSIBLE S O S ENGAGE CREATE theGeniusWorks.com
  30. 30. THE NEW CREATIVE LEADERS
  31. 31. ALIBABA
  32. 32. ZAPPOS
  33. 33. CEMEX
  34. 34. LEGO
  35. 35. SAMSUNG
  36. 36. TESLA
  37. 37. NINTENDO
  38. 38. SHANGHAI TANG theGeniusWorks.com
  39. 39. ZIPCARS
  40. 40. THREADLESS
  41. 41. THE NEW ART OF MARKETING
  42. 42. “BE DISRUPTIVE ... TO MAKE THE WORLD A BETTER PLACE”
  43. 43. “MAKE HISTORY”
  44. 44. “PUT A DING IN THE UNIVERSE”
  45. 45. WHAT WILL YOU DO?
  46. 46. BE BOLD BE BRAVE BE BRILLIANT
  47. 47. p peterfisk@peterfisk.com p theGeniusWorks.com

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