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
![Page 1: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/1.jpg)
theGeniusWorks.com
Brands that
Do More
Peter Fisk
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Welcome
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![Page 5: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/5.jpg)
to the new business world
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Slowly emerging ...
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... from the wreckage of
economic crisis
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Welcome to a different world
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Where There is no going back
to “normal”
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Where people’s attitudes
and priorities
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... Have changed
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A world that is Emerging
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With uncertainty and fear
... but also with hope
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With new challenges
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With new challenges
And opportunities
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Where power has shifted
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From Business to Consumer
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From Business to Consumer
From big to small
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Where Expectations are high
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Trust is low
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And Loyalty is rare
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And business needs to learn
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And business needs to learn
To work in new ways
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And for brands?
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The challenge is even greater
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But so are the opportunities
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If you think differently
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What do consumers want
From brands today?
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How can do brands
do more for them?
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CRISIS
theGeniusWorks.com
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Two turbulent years ...uncertainty
theGeniusWorks.com
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hope theGeniusWorks.com
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IDEAS
theGeniusWorks.com
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theGeniusWorks.comGaga
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theGeniusWorks.com
Provoke
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theGeniusWorks.comTouch
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theGeniusWorks.com
Bilbao
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theGeniusWorks.com
CREATE
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theGeniusWorks.comInspire
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Volume
West
Big
FEW
Mass
Value
East
Small
MANY
Niche
theGeniusWorks.com
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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
theGeniusWorks.com
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E7 Nations Women
Cities
BoomersGRIN
WaterHealthcare
EDUCATION
Rental
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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
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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)
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Brands need todo more
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Responsible
RESOURCEFUL
human
PARTICIPATIVE
ESCAPIST
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
INDIVIDUAL
HAPPINESS
COLLABORATIVE
CONTRIBUTING
SHARING
INDULGENT
EXPRESSIVE
QUIRKY
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Brands need to
do more for people
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Seeing brandsDifferently1
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1Seeing brands
Differently
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Brands areAbout people2
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Brands areAbout people2
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3Enabling people
To do more
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Enabling peopleTo do more3
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Tapping intoAspirations4
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Tapping intoAspirations4
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Engaging peopleMore deeply5
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Engaging peopleMore deeply5
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RedefiningYour context6
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RedefiningYour context6
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Enabling youTo do more too7
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Enabling youTo do more too7
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“Few businessesunlock the power
of their brands”
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From brand as
name
identity
Product
Experience
reputation
![Page 72: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/72.jpg)
to brand as
Purpose
Narrative
Provocation
Enablement
Growth
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“Brands put
in the universe”a ding
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How can you do more
with Brands
That do more?
![Page 76: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/76.jpg)
![Page 77: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/77.jpg)
The new spaces for
future growth
![Page 78: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/78.jpg)
The new ways to
engage
consumers
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The new platforms
For design and
innovation
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Did the world change?
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Or was it just a crisis?
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Will consumers go back
to normal?
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or is there a “neW normal”?
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![Page 87: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/87.jpg)
As power shifts
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As power shifts
from west to east
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As power shifts
from west to east
big to small
![Page 90: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/90.jpg)
As power shifts
from west to east
big to small
business to consumer
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![Page 92: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/92.jpg)
Who will people trust?
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not brands ...
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Who will they be loyal to?
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Each other
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Connected and Intelligent
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But what else
has changed?
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from conspicuous to cautious
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from conspicuous to cautious
from thoughtless to thoughtful
![Page 101: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/101.jpg)
from conspicuous to cautious
from thoughtless to thoughtful
From extrovert to introvert
![Page 102: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/102.jpg)
So where are the white spaces?
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People are more considered
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They think about the consequences,
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They think about the consequences,
they think about alternatives,
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They think about the consequences,
they think about alternatives,
they give a shit
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![Page 108: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/108.jpg)
People are more resourceful
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They want to do more themselves,
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They want to do more themselves,
to do more with less,
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They want to do more themselves,
to do more with less,
to be enabled
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People are more human
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They are more individual,
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They are more individual,
they care about themselves,
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They are more individual,
they care about themselves,
and want to be happy
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They are more individual,
they care about themselves,
and want to be happy
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People are more participative
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They want to be part of it,
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They want to be part of it,
to give more and shape more,
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to do more together
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People are more escapist
![Page 125: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/125.jpg)
They want to escape from it all
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They want to escape from it all
to express their personality
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in little ways
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![Page 129: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/129.jpg)
The new whitespaces
For brands
![Page 130: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/130.jpg)
Emerging and evolving
![Page 131: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/131.jpg)
The new opportunities
to do more
for people
![Page 132: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/132.jpg)
By thinking about brands
differently
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![Page 134: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/134.jpg)
Creating brands about people
Not about ourselves
![Page 135: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/135.jpg)
Enabling them to do what they
Never thought possible
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Inspiring
Provoking
Engaging
Supporting
Enabling
![Page 137: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/137.jpg)
Creating a better world
And a better business
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![Page 139: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/139.jpg)
As Pablo Picasso said
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Times of turbulence are
the most exciting times ...
![Page 141: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/141.jpg)
... Because everything
gets shaken up
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noW’s the time to Rethink
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To create a brand
That does more
![Page 145: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/145.jpg)
Be bold
![Page 146: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/146.jpg)
Be bold
Be brave
![Page 147: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/147.jpg)
Be bold
Be brave
Be brilliant
![Page 148: Brands that Do More](https://reader034.vdocument.in/reader034/viewer/2022051514/54bacc504a7959b0028b4585/html5/thumbnails/148.jpg)
Available
November 2010