The New Mainstream // Future of Marketing Masterclass - REMIX London December 2013

WOLFF OLINS MARKETING MASTERCLASS

REMIX 2013

WOLFF OLINS DOES BRAND

THE NEW MAINSTREAM

THE RESEARCH

Wolff Olins Flamingo

2013

AN AGE-OLD WAR individuals v institutions

is the power balance shifting?

PINK FLAMINGOS BY WILLIAM WARBY SOURCE: FLICKR.COM

WHAT IF it’s consumers who are really changing the game?

PINK FLAMINGOS BY WILLIAM WARBY SOURCE: FLICKR.COM

TECHNOLOGY IS DRIVING NEW PATTERNS

OF CONSUMPTION and they’re not minority pursuits

THREE BEHAVIOURS

Influencing people and consumption

of goods, services and experiences

PEOPLE ARE SIDESTEPPING INSTITUTIONS

Everywhere in the world, people are questioning authority – and finding ways to side-step it.

People question, compare, probe, mistrust, even boycott corporations– and find alternatives.

behaviour 1

MASKED PROTESTERS SOURCE: WIKIMEDIA COMMONS

THIS MEANS YOU TOO


Bill Gates questions why anyone would donate money to build a new wing of a museum rather than spend it on preventing illnesses

Financial Times, 1 November 2013

YOU’RE NO LONGER COMPETING WITH YOUR PEERS FOR ATTENTION


Audiences are defining what is important to them – not just accepting what you tell them

WHO’S SIDESTEPPING YOU?

STRATEGY

BE THE PLACE PEOPLE

SIDESTEP TO

TOM’S SHOES INSPIRED BY DAN ELDON SOURCE: THEBREASTESTNEWS.CO.UK

SHARE YOUR OWN SENSE OF PURPOSE

SOURCE: WOLFF OLINS

AND FIND WAYS FOR EVERYONE

TO TAKE PART IN IT

FIREFOX OS APP DAYS BY ROLAND TANGLAO SOURCE: FLICKR.COM

Video from web

FIREFOX OS APP DAYS BY ROLAND TANGLAO SOURCE: FLICKR.COM

ENO OPERA UNDRESSED

TO GET PEOPLE’S TRUST

GIVE PEOPLE A NEW PURPOSE

PEOPLE ARE MAKING, NOT JUST CONSUMING

The days when consumers simply consumed are over. People now have so many ways to create, use, adapt,

mix things up, sell things, and even build their own businesses.

behaviour 2

HOUSE OF FRANKENSTEIN, 1944 SOURCE: DOCTORMACRO.COM

‘OUR ERA IS ELIZABETHAN’


GRANT MCCRACKEN, CULTUREMATIC

170,000 EBAY BUSINESSES

77% OF US CREATE CONTENT ONLINE


WHAT DO YOUR AUDIENCES WANT TO MAKE…

WITH YOU?


WITH YOU?

STRATEGY

GIVE PEOPLE WAYS TO MAKE + SHARE

IKEA TOY BEAST SOURCE: ADSOFTHEWORLD.COM

GIVE PEOPLE INGREDIENTS

RATHER THAN THE FINISHED ARTICLE

NIKEID SOURCE: NIKE.CO.UK

GIVE PEOPLE SKILLS

SOURCE: FABERACADEMY.COM

MoMA unadulterated

TO GET PEOPLE’S MONEY

GIVE PEOPLE A PLATFORM

PEOPLE ARE TAKING BACK THEIR TIME

Faster and more frequent communication has allowed brands to push too much at us – and people are looking for ways to control that flow, to get

things when they want them, where they want them, and on their terms.

behaviour 3

GHOSTFACE CHILLAH SOURCE: SNAPCHAT

‘WE’RE CREATING NEW PATTERNS OF CONVERSATION’


MARTIN GEDDES

VERY FEW OF US WATCH TELEVISION IN REAL TIME

ANY MORE

WHY SHOULD THEY VISIT YOU IN REAL TIME?


HOW CAN YOU BE ON-DEMAND?

STRATEGY

LET PEOPLE MANAGE THEIR TIME WITH YOU

FITBIT DEVICE AND INTERFACE SOURCE: TRENDHOEK.NL

DON’T BE DEMANDING

SOURCE: COURSERA.COM

GIVE PEOPLE A MENU, FROM QUICK SNACKS, TO LONGER, DEEPER

EXPERIENCES

HBOGO APP SOURCE: INTOMOBILE.COM

CURZON ON DEMAND

TO GET PEOPLE’S TIME

GIVE PEOPLE FREEDOM

ADDING UP TO A FAIR EXCHANGE

TRUST < --- > PURPOSE MONEY < --- > MARKET TIME < --- > FREEDOM

TO GET PEOPLE’S: TRUST MONEY TIME EFFORT FEEDBACK HABITS IDEAS NETWORKS COMMITMENT ADVOCACY

GIVE PEOPLE: PRODUCTS SERVICES PURPOSE TRADE SECRETS INSIDE STORIES MARKETPLACE SKILLS TOOLS COMMUNITIES FREEDOM

RESULTING IN AUDIENCE < --- > CONTRIBUTOR

CO-CREATION < --- > VALUE TIME < --- > INVESTMENT

THE NEW ROLE FOR BRAND?

Creating a new relationship between brands and consumers. One of give and take.

What new value do you create for people? And what value do they create for you?

XXX SOURCE: XXX

EVERYONE WILL CREATE MORE VALUE FOR EACH OTHER

BRAND WILL BE THE THING EVERYONE SHARES

LET’S CHAT @DAZEZULI

WOLFFOLINS.COM

The New Mainstream // Future of Marketing Masterclass - REMIX London December 2013

Marketing

Transcript of The New Mainstream // Future of Marketing Masterclass - REMIX London December 2013