The New Consumer Agenda 2013-2015 by Peter Fisk
104
-
date post
11-Sep-2014 -
Category
Business
-
view
7.573 -
download
0
description
What are the trends and practices that are transforming your consumers' expectations and aspirations?
Transcript of The New Consumer Agenda 2013-2015 by Peter Fisk
Natural
authentic
Tribal
niches
Doing
good
Simple
Pleasure
Smart
value Products to
people
Good
to
Great
Being
Human
Branded
Places
Creating
content
Made by
me
Being a
member
Enable
me
Do more
together
Products
to
People
Special
editions
Twist
and fuse From the
fringes
Inspiring
meaning
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Curated
solutions
Building a
movement
Provoking
debate
Right here
Right now
Passive
to
Participating
Connecting
people
© Peter Fisk 2012
www.thegeniusworks.com
Volatile
Uncertain
Complex
Ambiguous
+genius
What do consumers want
In a VUCA WORLD?
+genius
GDP GROWTH
Source: OECD
+genius
How are brands adapting
To this new world?
+genius
Vibrant
UNREAL
CRAZY
ASTOUNDING
CONSUMER CONFIDENCE
Source: Neilsen
+genius
... To many
FROM few ...
+genius
... To pull
$
$
FROM PUSH ...
+genius
Emerging segments +genius
+genius
Millenials
Millenials
SO-LO-MO’s
Boomers Emerging Middle Down shifters
Alpha Women
Business
narrow
view
Business
narrow
view
Consumer
broader
view
Business Consumer
© GeniusWorks 2012. All rights reserved.
+genius
Consumer world
Products to
people
Good
to
Great
Products
to
People
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Passive
to
Participating
+genius
me to we 1
Tribal
niches
Products to
people
Good
to
Great
Products
to
People
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Building a
movement
Passive
to
Participating
Connecting
people
1 me to we
+genius
togetherness
+genius
FAN TWEET-UPS
+genius
Tribal places
+genius
Connecting people
NIKE+
+genius
... Nike helps people run
NIKE+
NIKE+
+genius
NIKE+
+genius
RELEVANCE
+genius
Creating MOVEMENTs
COLLABORATION
+genius
Good to Great 2
Doing
good
Dream
possible
Smart
value Products to
people
Good
to
Great
Products
to
People
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Passive
to
Participating
Good to Great 2
+genius
DREAM REALITY
+genius
SMART DESIGN
SMART VALUE
+genius
FRUGAL INNOVATION
+genius
GREEN AND SEXY
+genius
Products to People 3
Products to
people
Good
to
Great
Being
Human
Branded
Places
Products
to
People
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Curated
solutions Passive
to
Participating
Products to People 3
+genius
Being human
+genius
Playing games
+genius
BRAND SPACES
ULTRA 10
+genius
simplicity
+genius
HUMAN
+genius
+genius
CURATING SOLUTIONS
+genius
+genius
Getting PERSONAL
ZAPPOS, SELLING SHOES?
+genius
… delivering happiness
DELIVERING HAPPINESS
Happiness Tour
+genius
RENTAL +genius
PASSIVE to PARTICIPATE 4
Products to
people
Good
to
Great
Creating
content
Made by
me
Being a
member
Products
to
People
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Passive
to
Participating
PASSIVE to PARTICIPATE 4
THREADLESS +genius
+genius
Crowdsourcing
+genius
CrowdSELLING
+genius
customising
+genius
Co-creating
+genius
RENTAL
RENTAL +genius
subscription
+genius
GIFTING
+genius
Selling to enabling 4
Products to
people
Good
to
Great
Enable
me
Do more
together
Products
to
People
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Right here
Right now
Passive
to
Participating
Selling to enabling 4
DRAMATIC
+genius
+genius
ENABLING MORE
TWO Square METRE
+genius
Wear Cosmetics
+genius
+genius
Umpqua Bank
+genius
Supporting you
+genius
MORE TOGETHER
+genius
DOING MORE
+genius
CONSISTENT TO DEVIANT 5
Products to
people
Good
to
Great
Products
to
People
Special
editions
Twist
and fuse From the
fringes
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Passive
to
Participating
CONSISTENT TO DEVIANT 5
UNLIKE OTHERS
+genius
ABSOLUTELY UNIQUE
+genius
ASIAN FUSION
RADICAL CONCEPTS +genius
RAPHA + PAUL SMITH
+genius
PANTy BY POST
SUBSCRIPTION
Community
+genius
STATEMENT TO STORIES 6
Natural
authentic
Products to
people
Good
to
Great
Products
to
People
Inspiring
meaning
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Provoking
debate
Passive
to
Participating
STATEMENT TO STORIES 6
+genius
heritage
ADDING MEANING +genius
Abercrombie & Fitch
+genius
WOrld’s biggest vlogger
Future proofed
+genius
Social currency
+genius
BEING PROVOCATIVE
+genius
Creating DEBATE
+genius
agenda
the new
consumer
Natural
authentic
Tribal
niches
Doing
good
Simple
Pleasure
Smart
value Products to
people
Good
to
Great
Being
Human
Branded
Places
Creating
content
Made by
me
Being a
member
Enable
me
Do more
together
Products
to
People
Special
editions
Twist
and fuse From the
fringes
Inspiring
meaning
Me
to
We Statement
to
Stories
Consistent
to
Deviant
Selling
to
Enabling
+genius
Curated
solutions
Building a
movement
Provoking
debate
Right here
Right now
Passive
to
Participating
Connecting
people
© Peter Fisk 2012
www.thegeniusworks.com
WHAT ABOUT YOUR CONSUMERS?
DEEPER insight
Enablers
What do I want to be able to do?
Essentials What is necessary and expected?
Energisers What would excite me?
“Needs”
“Wants”
“Aspirations”
“Must Dos”
“Differentiators”
“Distinguishers”
© GeniusWorks 2012. All rights reserved.
+genius
WHAT ABOUT YOUR brands?
© GeniusWorks © GeniusWorks 2012. All rights reserved.
Product
Enablement
Benefit
REFRAMING CONTEXT
+genius
How can you fuse ideas?
Creative Fusion
© GeniusWorks 2012. All rights reserved.
Long Queues
Silent
Cashiers
Bars
Finance
Complicated
Transactions
Boring
Long Queues
Silent
Cashiers
Bars
Finance
Complicated
Transactions
Boring
Long Queues
Silent
Cashiers
Bars
Finance
Complicated
Transactions
Boring
Existing
business:
Parallel
world:
Creative
fusion:
+genius
And new business models?
Business models
© GeniusWorks 2012. All rights reserved.
+genius
CAN THEY BE PART OF IT TOO?
Co-marketing
© GeniusWorks 2012. All rights reserved.
+genius
How do you enable more?
Enabling more
Passive
experience
Active
experience
Scripted
delivery
Unscripted
delivery Brand as a
guide
Brand as a
coach
Brand as an
educator
Brand as an
entertainer
© GeniusWorks
Volatile
Uncertain
Complex
Ambiguous
+genius
Vibrant
UnREAL
Crazy
Astounding
+genius
Peter Fisk is a customer, innovation and branding expert, making sense of a rapidly changing
business world, learning from a new generation of business, digital and physical, large and small …
inspiring and enabling you to innovate and win in the new marketspaces. He is a bestselling author
and inspirational speaker, and consultant to leading companies around the world .
Peter is the Founder and Creative Director of the GeniusWorks, a strategic innovation business with
offices in London and Budapest, Dubai and Istanbul, that works with senior management to “see
things differently” – to develop and implement more inspired strategies for brands, innovation and
marketing. Gamechanger is a strategy accelerator for leadership teams, Innolab is a facilitated
innovation process based on deep customer insights and creative thinking, and BrandOptima is a
platform to develop better brands and brand portfolios.
His latest book Creative Genius brings together entrepreneurs and artists, rockstars and rockets
scientists, in "the essential guide to innovation for visionaries, border crossers and game changers".
From Air Asia to Virgin Galactic, Gaga to Miyamoto, it offers 50 inspirational tracks to inspire your
ideas, and make them happen. Marketing Genius explores the left and right-brain approaches to
competitive success (translated into 35 languages), Customer Genius describes how to build a
customer-centric business, Business Genius is about inspired leadership and strategy, whilst People
Planet Profit explains how to grow, and do good.
Peter grew up in the remote farming community of Northumberland, in the North East of England,
and after exploring the world of nuclear physics, joined British Airways at a time when it was
embarking upon becoming “the world’s favourite airline” with roles in sales, marketing and brand
management.
He went on to work with many of the world’s leading companies, helping them to grow more
profitably by becoming more customer-centric in their structure, operations and leadership. He
works across sectors, encouraging business leaders to take a customer perspective, and learning
from different types of experiences. His clients include American Express and Aeroflot, Coca Cola
and Cooperative Bank, HSBC and Lastminute.com , Marks & Spencer and Microsoft, O2 and Orange,
Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and
Vodafone.
He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largest
marketing organisation. He led the strategic marketing consulting team of PA Consulting Group, was
MD of Brand Finance and partner of The Foundation, before founding his own business. He was
recently described by Business Strategy Review as “one of the best new business thinkers” and is in
demand around the world as an expert advisor and energising speaker.
.
www.theGeniusWorks.com
Bolder
brands
Smarter
innovation
Better
marketing
Creative
solutions
Winning
strategies
CEO
mentoring
Expert
workshops
Cambridge
academy
Conference
keynotes
One-day
seminars
Leadership
retreats
Optimising
performance
Energising
events
Inspiring
ideas
Accelerating
growth
Developing
people
+genius © Peter Fisk 2012
www.thegeniusworks.com
+genius
