The document discusses how consumers are no longer passive and simply consuming products, but are now active, skeptical, creative and entrepreneurial. It notes that behaviors that used to be niche are now mainstream as people reshape their relationships with companies and sidestep traditional authorities. The document provides strategies for companies to connect with these new types of consumers, such as being transparent and honest, giving people ways to create and collaborate, providing flexibility and options, and reimagining the relationship as an exchange where the brand is joint property.

1. THE NEW
MAINSTREAM
Creating a new
relationship between
people and brands

2. WOLFF OLINS + FLAMINGO + 20 CUSTOMER EXPERTS
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3. CONSUMERS
NO LONGER
SIMPLY
CONSUME
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4. THEY’RE
ACTIVE,
SKEPTICAL,
CREATIVE,
ENTRE-PRENEURIAL
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5. USED TO
BE NICHE
NOW
MAINSTREAM
03/11/2014 WOLFF OLINS + FOOTER PAGE 5

6. PEOPLE ARE
RESHAPING
THEIR
RELATION-SHIPS
WITH
COMPANIES
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7. PEOPLE ARE
SIDESTEPPING

8. PEOPLE QUESTION AUTHORITY
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9. FINDING WAYS TO SIDESTEP IT
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10. AND DEMANDING TRUTH, OPENESS AND HONESTY

11. STRATEGY
BE THE PLACE PEOPLE
SIDESTEP TO

12. SHARE
YOUR OWN
SENSE OF
PURPOSE
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13. FIND WAYS
FOR
EVERYONE
TO TAKE PART
03/11/2014 WOLFF OLINS + FOOTER PAGE 13

14. LESS ABOUT
SELLING TO
MORE ABOUT
ENLISTING
WITH
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15. PEOPLE ARE
MAKING MEANING

16. PEOPLE HAVE SO MANY WAYS TO CREATE, USE, MAKE
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17. EVERYONE CAN START THEIR OWN BUSINESS
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18. AND FIND FRUGAL WAYS TO DO AND MAKE THINGS
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19. STRATEGY
GIVE PEOPLE WAYS TO
MAKE, SHARE AND
SELL

20. BUILD A
‘MINIMUM
VIABLE BRAND’
THAT PEOPLE
CAN ADOPT
ADAPT AND
IMPROVE
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21. GIVE
PEOPLE A
MARKETPLACE
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22. HELP PEOPLE
COLLABORATE
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23. USE YOUR
BRAND TO
HELP PEOPLE
DO MORE
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24. PEOPLE ARE
SHAPING TIME

25. PEOPLE LOOKING FOR WAYS TO GET THINGS WHEN,
WHERE AND HOW THEY WANT THEM
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26. AND GET MORE BACK
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27. STRATEGY
BE PEOPLE FOCUSED

28. LET PEOPLE
DO THINGS
ON THEIR
TERMS + IN
THEIR TIME
03/11/2014 WOLFF OLINS + FOOTER PAGE 28

29. GIVE PEOPLE
OPTIONS
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30. BE
GENEROUS
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31. FAIR
EXCHANGE
Defining the
new relationship

32. A RELATIONSHIP OF EXCHANGE
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33. NEW DIMENSIONS OF EXCHANGE
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34. BRAND AS JOINT PROPERTY:
REIMAGINE, REDESIGN, REGENERATE
03/11/2014 WOLFF OLINS + FOOTER PAGE 34

35. THANK
YOU