The New Art of Marketing
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14-Sep-2014 -
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Transcript of The New Art of Marketing
G G OGAGA TO GUGGENHEIM
AND THE NEW ART
GUGGENHEIMAND THE NEW ART
OF MARKETING
theGeniusWorks.comPETER FISK
CRISISCRISIS
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UNCERTAINTYTwo turbulent years ...UNCERTAINTY theGeniusWorks.com
HOPEHOPE theGeniusWorks.com
IDEAS
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theGeniusWorks.comGAGA
PROVOKE
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theGeniusWorks.comTOUCH
BILBAO
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CREATE
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theGeniusWorks.comINSPIRE
WESTBIG
EASTSMALLBIG
FEWSMALLMANY
VOLUMEMASS
VALUENICHE
VOLUME VALUE
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SEEING THINGSDIFFERENTLYDIFFERENTLY
Space
FUTUREBACK
NOWNOW
FORWARD
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Time
DA VINCI
HADID
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3.1% GROWTH
E7+5.1%
E7+1.7%in 2009
in 2010G7
+1.3%
G7-3.4%
in 2009 in 2010
BUT WHERE?
in 2009
BUT WHERE?theGeniusWorks.com
E7 NATIONS WOMEN EDUCATION
CITIES WATERHEALTHCARE
BOOMERSGRIN RENTAL
Old consumers$1.2 trillion in
5 years
Youth consumers$1.6 trillion in
5 yearsFemale consumers
$2.2 trillion in 5 years
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Ageing (big business) ... Artvertising (ads need to do more for you) ... Brand alliances Bioplastics ... eBooks (eventually come of age) ... Business models (in every sector)
CHIME nations ... Creative charities ... Crowdsourcing (research, design, communicate)
Debt ... Device convergence ... Digital nomads (wandering in a virtual world)
Energy (where the brains are focused) ... Social Entrepreneurs ... Extreme weather
Fairtrade ... Fractional ownership ... Fuel cells (where the venture capital is focused)Genetic-based services ... GPS devices (the power of mobility) ... Graffiti fashion
Happiness (yes, it really is the new priority) ... Healthcare revolution ... Reid Hoffman
Identity protection (you, your brand, your reputation) ... Inflation ... Islamic finance Fashion jewellery ... Multi jobbing ... Jumpsuits (yes, they're back with Stella McCartney)
Knowledge clouds ... Korean brands (the new innovation leaders) ... Kazikstan
Licensing ... Life caching ... Location-based marketing (when and where are customers)Managing complexity ... Meaning (making sense, adding purpose) ... Micropayments Nanotechnology (from cleaning to clothes) ... Neural networks ... N11 nations
Obesity (whilst half the world still starves) ... Oil prices ... Cautious optimism
Personalisation ... Pop-up retailing (no longer a fad, serious business) ... Privacy InQBox (fantastic Japanese retail concept) Quantum computing Quebec onlineInQBox (fantastic Japanese retail concept) ... Quantum computing ... Quebec online Realness ... Rental culture ... Responsible business (more than the environment)
Self publishing ... Simplicity (the biggest trend of all) ... Space tourism (Virgin Galactic)Tablet computers (just wait for MacWorld 2010) ... Tweeting ... Two-speed economy Unemployment ... Urbanisation ... User generated (from Current TV to Threadless)
Viral rage (customer complaints just went global) ... Virtual Hybrids ... Volatility Water scarcity ... Wild weather ... Women consumers (growing faster than China)Generation X ... X-Prizes (space travel to electric cars) ... XL accessories Yang Du (Shanghai cool) ... YouTubevertising (one that works) ... Mohammad YunusZespri Gold (amazing kiwis) ... Zipcars ... Zopa (business model for future banking)
SEEING THINGSDIFFERENTLYDIFFERENTLY
Businessnarrowview
BUSINESS CUSTOMER
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BANKSY
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theGeniusWorks.comSTEWART
RESPONSIBLE
CONSIDERED MEANINGFUL
CARING
RESOURCEFULEMPOWERED
CAPABLE
HUMAN
SELFLESS
WELLBEING
HUMAN INDIVIDUAL
HAPPINESS
COLLABORATIVE
PARTICIPATIVE CONTRIBUTING
SHARING
ESCAPISTINDULGENT
EXPRESSIVE
QUIRKY
THE CREATIVE AGE
CREATE A BIGGER ASPIRATION THAT GIVES PEOPLE HOPEINSPIRING PURPOSECREATE A BIGGER ASPIRATION THAT GIVES PEOPLE HOPE
CONTEXT
STRETCH
HUMANtheGeniusWorks.com
THE POWER OF IDEAS
CREATE SOLUTIONS THAT ENABLE PEOPLE TO DO MOREENABLING DESIGN
CREATE SOLUTIONS THAT ENABLE PEOPLE TO DO MORE
FUSE
DESIGN
ENABLE
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THE NEW ART OF MARKETING
CREATE AFFINITY PARTICIPATION AND ADVOCACYENGAGING NETWORKS
CREATE AFFINITY, PARTICIPATION AND ADVOCACY
RESPONSIBLECONNECT
S O SRESPONSIBLEENGAGE
CREATE
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THE NEW CREATIVE LEADERS
ALIBABA
ZAPPOS
CEMEX
LEGO
SAMSUNG
TESLA
NINTENDO
SHANGHAI TANGtheGeniusWorks.comSHANGHAI TANG
ZIPCARS
THREADLESS
THE NEW ART OF MARKETINGOF MARKETING
“BE DISRUPTIVE
... TO MAKE THE WORLD... TO MAKE THE WORLDA BETTER PLACE”
“MAKE HISTORY”
“PUT A DINGIN THE UNIVERSE”IN THE UNIVERSE”
WHAT WILLYOU DO?YOU DO?
AVAILABLENOVEMBER 2010
[email protected] ptheGeniusWorks.com