brands that do more

theGeniusWorks.com

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

theGeniusWorks.com

Two turbulent years ...uncertainty

theGeniusWorks.com

hope theGeniusWorks.com

IDEAS

theGeniusWorks.com

theGeniusWorks.comGaga

theGeniusWorks.com

Provoke

theGeniusWorks.comTouch

theGeniusWorks.com

Bilbao

theGeniusWorks.com

CREATE

theGeniusWorks.comInspire

Volume

West

Big

FEW

Mass

Value

East

Small

MANY

Niche

theGeniusWorks.com

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

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

theGeniusWorks.com

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

peterfisk@peterfisk.comtheGeniusWorks.com