130131 mg innovation vs nostalgia
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presented by Oriol Iglesias & Sergei Mitrofanov at Medinge Group annual Paris meeting; Jan 31st, 2013
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130131 mg innovation vs nostalgia
- 1. THE MEDINGE GROUP INNOVATION VS NOSTALGIA Sergei Mitrofanov Oriol Iglesias
- 3. How to innovate? Looking ahead
- 6. Effects of cosmetic innovation Core product base line SALES ROI Minor product base line Line extension TIME Source: ESADE Brand Institute
- 11. NOSTALGIA Looking back
- 12. NOSTALGIA CONSUMERS BRANDS © Oriol Iglesias
- 13. CONSUMERS AND NOSTALGIA Personal nostalgia Communal nostalgia Source: Brown et al. (2003) Journal of Marketing
- 14. CONSUMERS AND NOSTALGIA 20th Century 21st Century Individual Community Owning Sharing Hyper consumption Constientious consumption Advertising power Collective wisdom
- 15. CONSUMERS AND NOSTALGIA Tribalism 21st Century Community Sharing Constientious consumption Collective wisdom
- 16. CONSUMERS AND NOSTALGIA There is a gowing desire to find purpose and an authentic story behing what we buy. 1960s © Oriol Iglesias 2000s
- 17. BRANDS AND NOSTALGIA PURPOSE Traceability History Human Transparency and Story Relationships Authenticity NOSTALGIA © Oriol Iglesias
- 18. During times of economic uncertainty, consumers lap up nostalgic brands. © Oriol Iglesias
- 19. CONSUMERS AND NOSTALGIA There is a gowing desire to find purpose and an authentic story behing what we buy. © Oriol Iglesias
- 20. GENERATION-Y & NOSTALGIA © Oriol Iglesias
- 21. VINTAGE AND NOSTALGIA © Oriol Iglesias
- 23. PURPOSE Provide evidence Rediscover identity Make it personal Foster community and core values Reinterpret history and build story
- 24. INNOVATION VS NOSTALGIA © Oriol Iglesias
- 25. INNOVATION VS NOSTALGIA Time to discuss both. 25