Post on 21-Apr-2017
THE NEW MAINSTREAM
Creating a new relationship between
people and brands
WOLFF OLINS + FLAMINGO + 20 CUSTOMER EXPERTS
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CONSUMERS NO LONGER SIMPLY CONSUME
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THEY’RE ACTIVE, SKEPTICAL, CREATIVE, ENTREPRENEURIAL
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USED TO BE NICHENOW MAINSTREAM
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PEOPLE ARE RESHAPING THEIR RELATIONSHIPS WITH BUSINESSES/ORGANIZATIONS
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PEOPLE ARE SIDESTEPPINGPEOPLE ARE SIDESTEPPING
CLICK ICON TO ADD IMAGE
PEOPLE ARE SIDESTEPPING
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THEY QUESTION AUTHORITY
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THEY WANT CONTROL
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THEY DEMAND TRANSPARENCY
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THEY FIND NEW WAYS
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BE THE PLACEPEOPLE SIDESTEP TO
STRATEGY
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SHARE YOUR OWN SENSE OF PURPOSE
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LESS TRANSACTION. MORE CONNECTION.
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FIND WAYS FOR EVERYONE TO TAKE PART
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PEOPLE ARE MAKING MEANING
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THEY HAVE SO MANY WAYS TO CREATE, USE, MAKE
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EVERYONE CAN START/BE THEIR OWN BUSINESS
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AND FIND FRUGAL WAYS TO DO AND MAKE THINGS
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GIVE PEOPLE WAYS TO MAKE, SHARE AND
SELL
STRATEGY
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BUILD A MINIMAL VIABLE BRAND THAT PEOPLE CAN ADOPT,ADAPT AND IMPROVE
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GIVE PEOPLE A MARKETPLACE
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HELP PEOPLECOLLABORATEAND DO MORE
CLICK ICON TO ADD IMAGE
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PEOPLE ARE SHAPING TIME
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THEY’RE LOOKING FOR WAYS TO GET THINGS WHEN, WHERE AND HOW THEY WANT THEM
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…AND GET MORE BACK
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BE PEOPLE FOCUSED
STRATEGY
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02/05/2023 WOLFF OLINS + FOOTER PAGE 28
LET PEOPLE DO THINGSON THEIR TERMS ANDIN THEIR TIME
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GIVE PEOPLE OPTIONS
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BE GENEROUS
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FAIR EXCHANGE
Defining the new relationship
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A RELATIONSHIP OF EXCHANGE
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NEW DIMENSIONS OF EXCHANGE
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WORKSHOP—Split in teams of no more than 8—Choose a business/organization
(one you work for/know well)—Identify a target audience for that biz/org
and an unmet need they have—Agree which trend is relevant to that audience:
Sidestepping / Making Meaning / Shaping Time—As a team, brainstorm:
a) a new product/service; orb) a new way to position existing brand/offerfor that audience need in response to your chosen trend
—Present idea to the group
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USE THE BUTTERFLY
WHAT DOES THEWORLD NEED?
WHAT IS SPECIAL ABOUT US?
Audience?
Need?
Business / Organization?
Offer? Experience? Culture?
IDEA Either:A) New product/
service
B) New way toposition existingbrand/offer
Trend?
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FOR EXAMPLE…
BIZ LEADERSSHAPING TIMENeed to build strong brands on their own time with their own teams
WOLFF OLINSCreative partnersGame-changing brandsExperienced facilitators
KITCHENA school for ambitiousleaders who want tobuild businesses thatchange the world
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PRESENT BACK2 MINS—Which biz/org are you?—Who is your target audience and their unmet need?—What trend is relevant to them?—What is your idea?
a) a new product/service; orb) a new way to position existing brand/offer
You choose how to present – standard talk / with props / performance / song…
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THANK YOU