130131 mg innovation vs nostalgia

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presented by Oriol Iglesias & Sergei Mitrofanov at Medinge Group annual Paris meeting; Jan 31st, 2013

Published in: Business

130131 mg innovation vs nostalgia

  1. 1. THE MEDINGE GROUPINNOVATION VS NOSTALGIASergei MitrofanovOriol Iglesias
  2. 2. INNOVATION© Oriol Iglesias
  3. 3. How to innovate? Looking ahead
  4. 4. © Oriol Iglesias
  5. 5. Effects of cosmetic innovation Core product base lineSALES ROI Minor product base line Line extension TIME Source: ESADE Brand Institute
  6. 6. ENOUGH© Oriol Iglesias
  7. 7. NOSTALGIA© Oriol Iglesias
  8. 8. NOSTALGIA Looking back
  9. 9. NOSTALGIA CONSUMERS BRANDS© Oriol Iglesias
  10. 10. CONSUMERS AND NOSTALGIA Personal nostalgia Communal nostalgiaSource: Brown et al. (2003) Journal of Marketing
  11. 11. CONSUMERS AND NOSTALGIA20th Century 21st CenturyIndividual CommunityOwning SharingHyper consumption Constientious consumptionAdvertising power Collective wisdom
  12. 12. CONSUMERS AND NOSTALGIA Tribalism 21st Century Community Sharing Constientious consumption Collective wisdom
  13. 13. CONSUMERS AND NOSTALGIA There is a gowing desire to find purpose and an authentic story behing what we buy.1960s© Oriol Iglesias 2000s
  14. 14. BRANDS AND NOSTALGIA PURPOSE Traceability History Human Transparency and Story Relationships Authenticity NOSTALGIA© Oriol Iglesias
  15. 15. During times of economic uncertainty, consumers lap up nostalgic brands.© Oriol Iglesias
  16. 16. CONSUMERS AND NOSTALGIA There is a gowing desire to find purpose and an authentic story behing what we buy.© Oriol Iglesias
  17. 17. GENERATION-Y & NOSTALGIA© Oriol Iglesias
  18. 18. VINTAGE AND NOSTALGIA© Oriol Iglesias
  19. 19. BRANDS AND NOSTALGIA
  20. 20. PURPOSE Provide evidence Rediscover identityMake it personal Foster community and core values Reinterpret history and build story
  21. 21. INNOVATION VS NOSTALGIA© Oriol Iglesias
  22. 22. INNOVATION VS NOSTALGIATime to discuss both. 25

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