brands that do more
DESCRIPTION
Peter Fisk's keynote from the 2010 Marketing Forum on how brands need to do much more for people ... and businessTRANSCRIPT
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Brands that
Do More
Peter Fisk
Welcome
to the new business world
Slowly emerging ...
... from the wreckage of
economic crisis
Welcome to a different world
Where There is no going back
to “normal”
Where people’s attitudes
and priorities
... Have changed
A world that is Emerging
With uncertainty and fear
... but also with hope
With new challenges
With new challenges
And opportunities
Where power has shifted
From Business to Consumer
From Business to Consumer
From big to small
Where Expectations are high
Trust is low
And Loyalty is rare
And business needs to learn
And business needs to learn
To work in new ways
And for brands?
The challenge is even greater
But so are the opportunities
If you think differently
What do consumers want
From brands today?
How can do brands
do more for them?
CRISIS
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Two turbulent years ...uncertainty
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hope theGeniusWorks.com
IDEAS
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theGeniusWorks.comGaga
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Provoke
theGeniusWorks.comTouch
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Bilbao
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CREATE
theGeniusWorks.comInspire
Volume
West
Big
FEW
Mass
Value
East
Small
MANY
Niche
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3.1% Growth
But where?
G7
-3.4%
in 2009
E7
+1.7%
in 2009
E7
+5.1%
in 2010
G7
+1.3%
in 2010
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E7 Nations Women
Cities
BoomersGRIN
WaterHealthcare
EDUCATION
Rental
Old consumers
$1.2 trillion in
5 years
Youth consumers
$1.6 trillion in
5 years
Female consumers
$2.2 trillion in
5 years
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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)
Brands need todo more
Responsible
RESOURCEFUL
human
PARTICIPATIVE
ESCAPIST
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
INDIVIDUAL
HAPPINESS
COLLABORATIVE
CONTRIBUTING
SHARING
INDULGENT
EXPRESSIVE
QUIRKY
Brands need to
do more for people
Seeing brandsDifferently1
1Seeing brands
Differently
Brands areAbout people2
Brands areAbout people2
3Enabling people
To do more
Enabling peopleTo do more3
Tapping intoAspirations4
Tapping intoAspirations4
Engaging peopleMore deeply5
Engaging peopleMore deeply5
RedefiningYour context6
RedefiningYour context6
Enabling youTo do more too7
Enabling youTo do more too7
“Few businessesunlock the power
of their brands”
From brand as
name
identity
Product
Experience
reputation
to brand as
Purpose
Narrative
Provocation
Enablement
Growth
“Brands put
in the universe”a ding
How can you do more
with Brands
That do more?
The new spaces for
future growth
The new ways to
engage
consumers
The new platforms
For design and
innovation
Did the world change?
Or was it just a crisis?
Will consumers go back
to normal?
or is there a “neW normal”?
As power shifts
As power shifts
from west to east
As power shifts
from west to east
big to small
As power shifts
from west to east
big to small
business to consumer
Who will people trust?
not brands ...
Who will they be loyal to?
Each other
Connected and Intelligent
But what else
has changed?
from conspicuous to cautious
from conspicuous to cautious
from thoughtless to thoughtful
from conspicuous to cautious
from thoughtless to thoughtful
From extrovert to introvert
So where are the white spaces?
People are more considered
They think about the consequences,
They think about the consequences,
they think about alternatives,
They think about the consequences,
they think about alternatives,
they give a shit
People are more resourceful
They want to do more themselves,
They want to do more themselves,
to do more with less,
They want to do more themselves,
to do more with less,
to be enabled
People are more human
They are more individual,
They are more individual,
they care about themselves,
They are more individual,
they care about themselves,
and want to be happy
They are more individual,
they care about themselves,
and want to be happy
People are more participative
They want to be part of it,
They want to be part of it,
to give more and shape more,
to do more together
People are more escapist
They want to escape from it all
They want to escape from it all
to express their personality
in little ways
The new whitespaces
For brands
Emerging and evolving
The new opportunities
to do more
for people
By thinking about brands
differently
Creating brands about people
Not about ourselves
Enabling them to do what they
Never thought possible
Inspiring
Provoking
Engaging
Supporting
Enabling
Creating a better world
And a better business
As Pablo Picasso said
Times of turbulence are
the most exciting times ...
... Because everything
gets shaken up
noW’s the time to Rethink
To create a brand
That does more
Be bold
Be bold
Be brave
Be bold
Be brave
Be brilliant
Available
November 2010
