caroline hayter
TRANSCRIPT
Shifting targets
MRS Customers Exposed!
30th October 2014!
Agile…
Planning Marketing Research Business
5!
Hyper-connectivity creates a paradox – more modest in their material ambitions but
more aware of what they can’t have
“A modern day career person from our kind of generation is a bit more agile. We don’t need to put all our eggs in one basket, because that basket can get turned over very easily. You should be following different options…be more entrepreneurial with how you work and react to opportunities”
Modest financial ambition
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independence
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awareness of opportunities
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personal enjoyment is the goal
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“I have sort of a general idea of where I want to go in life, but, you know, my path has changed a few times at this point…I’ve come to realise I need not be so concrete, you know?”
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!“When I was in my last job everyone was like, ‘That’s great, that sounds fantastic, you’re obviously doing well,’ and when I first
started this one I think everyone thought I’d gone mad”
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“I think the internal stuff affects more of your happiness and the external stuff affects more of your unhappiness”
Millennials are learning to put less faith in the world, and more faith in themselves
1. House price booms
2. Final salary pensions
3. State privatisations
4. Demutualised building societies
5. Jobs for life
6. Free tertiary education
7. Free health
8. Bull markets
9. Richer than parents
10. Council house sales
Why should Millennials listen to ‘old’ business?
The new utilitarianism !
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“BMW are a brand with so much personality”!
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“Ranges change so often no one else will be wearing it” !
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“Innovative and run by an iconic individual”!
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“They are the technology leaders”!
“BMW are a brand with so much personality”!
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“Ranges change so often no one else will be wearing it” !
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“They are the technology leaders”!
“They are adapted to modern life”
“So convenient”
“Not for the style – it’s because they help me run my life”
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“They’re cheap and they go everywhere”
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“Innovative and run by an iconic individual”!
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“There is a shift occurring from adding intangible value to adding tangible value. Instead of adding emotion to function, brands are beginning to add function to function. We don’t have to play out a brand as a metaphor any more, when we can do it for real. Brands
will seem more valuable not just because they feel better but because they work better, or serve you better. This is not a denial of the emotional component of brands, it is just a different way of generating it. It is not about the power of associations, it is about
the power of reality”
Guy murphy, jwt
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Product first, brand second
22!
Offer true value for money
24!
Combine utility with storytelling
Consider the role of upwards mentoring
Don’t be afraid to fail
Throwing some grenades
#1 Is brand building dead?
Will Binet and Fields be proven wrong in ten years time?
#2 Should brands target in five year increments?
How can they keep up with technology?
#3 How to combine technology with stories?
What is the impact of visual learning and 140 character attention spans?
#4 What does this mean for the business of marketing,
advertising and branding? How can big brands bridge the gap
to smaller entrepreneurs?
