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Written by David Lemley, former Creative Director of LDC, LPK and Hornall Anderson who now presides as High Priest of Retail Voodoo.
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© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 1
If You Believe
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 2
I've seen the best brands of my generation destroyed by
madness and greed.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 3
Factories and post-war prosperity spawning an era of hyper choice to the point where we now have 300
choices of toothpaste.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 4
Design has become a shroud of sameness, protecting us from the
original, the different.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 5
Business schools and marketing firms have chased the Four P’s of Marketing
into the corner, stripped them naked and stomped them to death.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 6
There are 300 choices of toothpaste.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 7
My mission is to rid the world of unnecessary products by helping breakthrough ideas dominate so
powerfully that the pretenders die.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 8
Have you ever killed a brand just to watch it die?
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 9
300 choices.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 10
The experience economy is a real conversation helping people
to commune.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 11
To be different, together.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 12
To disrupt consumer driven society and reconnect with other people.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 13
Against all business school theory, I believe that people will let brands
help define them so long as you, their stewards, understand the following:
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 14
The people have assumed control of your brand.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 15
They want you, and your brand, to have morals and values.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 16
People look to brands to take a stand on issues the way previous
generations looked to religion.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 17
They willingly help ideology driven brands become distinctive markers
of human identity.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 18
No one is waiting to erect amonument to our excuses.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 19
I believe design without a voice is futile.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 20
Ideology trumps systems.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 21
I believe that people look to leaders who are self-aware enough to
listen without worrying what they will say in response.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 22
And that the people will follow, if they believe.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 23
300, I say.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 24
Now, is your mission to sell more product to 18-34 year olds?
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 25
To increase shareholder value?
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 26
Is your mission to line extend in pursuit of 2% share increase, or doyou actually believe in something?
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 27
Are you in the business of selling things, or do you have a higher calling?
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 28
Because if you believe – if you truly believe – then maybe
we can believe, too,
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 29
and maybe we can help reach others who believe…
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 30
and together, build a community of believers.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 31
But if your biggest goal is line extension – if share capture or stock price is
keeping you up at night,
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 32
then perhaps we will have the pleasure of meeting on the battle field.
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 33
Written from the cottage on the dock, somewhere in Seattle
© 2011 Retail Voodoo, LLC. All rights reserved. Thursday, June 16, 2011 34
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