New consumer priorities and

marketing ideas for 2011+Peter Fisk

www.theGeniusWorks.com

GagatheGeniusWorks.com

InspiretheGeniusWorks.comDifferent

Provocative

theGeniusWorks.com

InspiringtheGeniusWorks.com

theGeniusWorks.com

iconic

1: Game changing

Volume

West

Big

FEW

Mass

Value

East

Small

MANY

Niche

theGeniusWorks.com

Here’s to tHe crazy ones ...

The misfits. The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They're not fond of rules.

And they have no respect for the status quo.

You can praise them, disagree with them,

quote them, disbelieve them,

glorify or vilify them.

About the only thing you can't do is

ignore them.

Because they change things.

“Times of turbulence are the most

exciting times ... because

everything changes”

theGeniusWorks.com

GEborn in a

recession

1876

HPborn in a

recession

1929

born in a

recession

1975

MTVborn in a

recession

1981

born in a

recession

2001

eBay

Microsoft

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Game changingtheGeniusWorks.com

Game changingtheGeniusWorks.com

Game changing

theGeniusWorks.com

Game changingtheGeniusWorks.com

Game changing

theGeniusWorks.com

Game changingtheGeniusWorks.com

theGeniusWorks.comGame changing

Game changingtheGeniusWorks.com

Game changing

theGeniusWorks.com

2: Brand spaces

Outside in

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theGeniusWorks.com

Do you believe Tripadvisor or the brochure?

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Deep Diving

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theGeniusWorks.com

Opportunity of unmet needs and non-consumers

Energising people

Advantages

Building relevance and preference

Essentials

Building awareness and trust

Energisers

Building affinity and loyalty

“Needs”

“Wants”

“Aspirations”

“Must Dos”

“Differentiators”

“Distinguishers”

theGeniusWorks.com

theGeniusWorks.com

Context change: From shoes to “delivering happiness”

Changing context

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Customise: Doing everything on customers terms

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

theGeniusWorks.com

PROMOTION

Customers

BRANDS

PRODUCTS

PRICE

RELATIONSHIPS

PLACE

theGeniusWorks.com

PROMOTION

Customers

BRANDS

PRODUCTS

PRICE

Engagement

Participants

Ideas

ENABLERS

Context

RELATIONSHIPS

PLACE

COMMUNITIES

PARTNERS

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3: Creative ideas

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

innocent

Fruitstock

Aviva

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Umpqua

A bottle of

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

legotheGeniusWorks.com

theGeniusWorks.com

Obama

Krispy Kreme

KitKat jp

Get free Gas

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

City garden

Give me tap

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Corona

Corona

Barclays

Barclays

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

CK Jeans

Smint

Disigual

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

(RED)

TIDE

Project 7

VAI VAI

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

A+Fitch

Nokia

Gatwick Airport

Gatwick Airport

Harley Davidson

Harimaya

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

theGeniusWorks.com

S-twEETS

theGeniusWorks.com

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

theGeniusWorks.com

DRENCH

DRENCH

Unilever

Pop Tarts

Pop Tarts

Pop Tarts

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

Cocktail Box

Cocktail Box

Cocktail Box

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Nike+

Nike+

Nike+

theGeniusWorks.com

Nike+

Caring

people

Save the

world

On the

edge

Having

fun

Being

human

Enabling

life

Taking

part

Fan

clubsBrand

Spaces

IDEAS

Concepts

Impact

Time

L

M

S

S M L

Priorities

4: More impact

APPLEtheGeniusWorks.com

iMAC 1999

JOBS/WOZNIAK 1976

$1bn by 1980

1985-1996

Jobs & JELLYBEANS

Online/retail

DIGITAL HUB

theGeniusWorks.com

theGeniusWorks.com

Iphone 2007

ipod 2001

$8bn

Itunes 2003

10bn

Ipad 2010

$13bn

theGeniusWorks.com

theGeniusWorks.com

BEYOND PROCESS

MOBILE DEVICE CO.

JOBS + IVE

BEAUTIFUL OBJECTS

SAYING NO

Bold Experiments

platforms

theGeniusWorks.com

Focus on the feel

Don’t seLL proDucts

Never first

Early adopters

Magic words

Keep moving

Packaging

iPad

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ideas.factory design.studio impact.zone

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theGeniusWorks.com

Open up + close down

theGeniusWorks.com

theGeniusWorks.com

Creative fusions

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theGeniusWorks.com

Short & Long-term

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Peter Fisk

Bestselling author

Inspirational speaker

Brand and innovation facilitator

peterfisk@peterfisk.com

www.theGeniusWorks.com

www.innoLab.co.uk

www.CreativeGeniusLive.com