Brandscapes 2011+
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Transcript of Brandscapes 2011+
![Page 1: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/1.jpg)
New consumer priorities and
marketing ideas for 2011+Peter Fisk
www.theGeniusWorks.com
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GagatheGeniusWorks.com
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InspiretheGeniusWorks.comDifferent
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Provocative
theGeniusWorks.com
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InspiringtheGeniusWorks.com
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theGeniusWorks.com
iconic
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1: Game changing
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Volume
West
Big
FEW
Mass
Value
East
Small
MANY
Niche
theGeniusWorks.com
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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
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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
theGeniusWorks.com
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Game changingtheGeniusWorks.com
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Game changingtheGeniusWorks.com
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Game changing
theGeniusWorks.com
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Game changingtheGeniusWorks.com
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Game changing
theGeniusWorks.com
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Game changingtheGeniusWorks.com
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theGeniusWorks.comGame changing
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Game changingtheGeniusWorks.com
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Game changing
theGeniusWorks.com
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2: Brand spaces
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Outside in
theGeniusWorks.com
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theGeniusWorks.com
Do you believe Tripadvisor or the brochure?
theGeniusWorks.com
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Deep Diving
theGeniusWorks.com
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theGeniusWorks.com
Opportunity of unmet needs and non-consumers
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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
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theGeniusWorks.com
Context change: From shoes to “delivering happiness”
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Changing context
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theGeniusWorks.com
Customise: Doing everything on customers terms
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Responsible
RESOURCEFUL
human
PARTICIPATIVE
ESCAPIST
Considered Meaningful
Caring
EMPOWERED
CAPABLE
SELFLESS
WELLBEING
INDIVIDUAL
HAPPINESS
COLLABORATIVE
CONTRIBUTING
SHARING
INDULGENT
EXPRESSIVE
QUIRKY
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Brands need to
do more for people
theGeniusWorks.com
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PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
RELATIONSHIPS
PLACE
theGeniusWorks.com
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PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
COMMUNITIES
PARTNERS
theGeniusWorks.com
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3: Creative ideas
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Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 37: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/37.jpg)
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 38: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/38.jpg)
innocent
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Fruitstock
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Aviva
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theGeniusWorks.com
Umpqua
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A bottle of
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Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 44: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/44.jpg)
legotheGeniusWorks.com
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theGeniusWorks.com
Obama
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Krispy Kreme
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KitKat jp
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Get free Gas
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Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 50: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/50.jpg)
City garden
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Give me tap
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theGeniusWorks.com
![Page 53: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/53.jpg)
Corona
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Corona
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Barclays
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Barclays
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Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 58: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/58.jpg)
CK Jeans
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Smint
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Disigual
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![Page 62: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/62.jpg)
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 63: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/63.jpg)
(RED)
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TIDE
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Project 7
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VAI VAI
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Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 69: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/69.jpg)
A+Fitch
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Nokia
![Page 72: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/72.jpg)
Gatwick Airport
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Gatwick Airport
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Harley Davidson
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Harimaya
![Page 76: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/76.jpg)
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 77: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/77.jpg)
theGeniusWorks.com
S-twEETS
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theGeniusWorks.com
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Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 81: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/81.jpg)
theGeniusWorks.com
DRENCH
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DRENCH
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Unilever
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Pop Tarts
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Pop Tarts
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Pop Tarts
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Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 88: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/88.jpg)
Cocktail Box
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Cocktail Box
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Cocktail Box
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theGeniusWorks.com
Nike+
![Page 92: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/92.jpg)
Nike+
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Nike+
![Page 94: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/94.jpg)
theGeniusWorks.com
Nike+
![Page 95: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/95.jpg)
Caring
people
Save the
world
On the
edge
Having
fun
Being
human
Enabling
life
Taking
part
Fan
clubsBrand
Spaces
![Page 96: Brandscapes 2011+](https://reader033.fdocuments.in/reader033/viewer/2022042814/54c2e0e54a7959e2238b464e/html5/thumbnails/96.jpg)
IDEAS
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Concepts
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Impact
Time
L
M
S
S M L
Priorities
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4: More impact
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APPLEtheGeniusWorks.com
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iMAC 1999
JOBS/WOZNIAK 1976
$1bn by 1980
1985-1996
Jobs & JELLYBEANS
Online/retail
DIGITAL HUB
theGeniusWorks.com
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theGeniusWorks.com
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Iphone 2007
ipod 2001
$8bn
Itunes 2003
10bn
Ipad 2010
$13bn
theGeniusWorks.com
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theGeniusWorks.com
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BEYOND PROCESS
MOBILE DEVICE CO.
JOBS + IVE
BEAUTIFUL OBJECTS
SAYING NO
Bold Experiments
platforms
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theGeniusWorks.com
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Focus on the feel
Don’t seLL proDucts
Never first
Early adopters
Magic words
Keep moving
Packaging
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iPad
theGeniusWorks.com
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ideas.factory design.studio impact.zone
theGeniusWorks.com
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theGeniusWorks.com
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Open up + close down
theGeniusWorks.com
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theGeniusWorks.com
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Creative fusions
theGeniusWorks.com
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theGeniusWorks.com
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Short & Long-term
theGeniusWorks.com
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Peter Fisk
Bestselling author
Inspirational speaker
Brand and innovation facilitator
www.theGeniusWorks.com
www.innoLab.co.uk
www.CreativeGeniusLive.com