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"Brands need to step up to be more"

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Summary of Peter Fisk's keynote at the ASAHI Marketing Conference 2020. Exploring the impact of the Covid-19 pandemic on markets and consumers, how brands responded around the world, and what it means for brand marketers and marketing in a rapidly changing world. More at theGeniusWorks.com or contact peterfisk@peterfisk.com

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"Brands need to step up to be more"

  1. 1. NEED TO STEP UP TO BE MORE BRANDS Peter Fisk theGeniusWorks.com
  2. 2. Peter Fisk theGeniusWorks.com Changing Consumers Transforming Brands Reimagining Marketing
  3. 3. Changing CONSUMERS
  4. 4. Changing CONSUMERS
  5. 5. Changing CONSUMERS
  6. 6. Accelerating CHANGE
  7. 7. The ubiquity of Zoom
  8. 8. Post-Covid IMPACTSThe digitalisation of Avon
  9. 9. Post-Covid IMPACTSThe mobilisation of Starbucks
  10. 10. The death of Hertz
  11. 11. Post-Covid IMPACTSThe acceleration of Tesla
  12. 12. Post-Covid IMPACTSThe acceleration of Tesla
  13. 13. Changing CONSUMERS
  14. 14. Changing CONSUMERS
  15. 15. 57% of companies born in a downturn Surfing the Schumpeter waves Everything shaken-up Accelerating CHANGE
  16. 16. Peter Fisk theGeniusWorks.com Peter Fisk theGeniusWorks.com Changing Consumers Transforming Brands Reimagining Marketing
  17. 17. Why? How? What? PURPOSE … Why does your brand exist?
  18. 18. +genius “We inspire every person and business on the planet to achieve more” “We accelerate the world’s transition to sustainable energy” “We add sparkle to people’s everyday lives” “We bring inspiration and innovation to every athlete in the world” “We create a better everyday life for people” “We inspire moments of optimism and happiness” “We empower people to stay a step ahead in life and in business” “We help the next generation of women to realise their potential” “We inspire and nurture the human spirit” “We make sustainable living commonplace” PURPOSE … Why does your brand exist?
  19. 19. +genius “We inspire every person and business on the planet to achieve more” “We accelerate the world’s transition to sustainable energy” “We add sparkle to people’s everyday lives” “We bring inspiration and innovation to every athlete in the world” “We create a better everyday life for people” “We inspire moments of optimism and happiness” “We empower people to stay a step ahead in life and in business” “We make sustainable living commonplace” “We help the next generation of women to realise their potential” “We inspire and nurture the human spirit” PURPOSE … Why does your brand exist?
  20. 20. Increasing UNCERTAINTYDanone’s shift to health
  21. 21. Increasing UNCERTAINTYBrewdog’s sustainable forest
  22. 22. Increasing UNCERTAINTYNike’s response to racism
  23. 23. Increasing UNCERTAINTYImpossible beyond meat
  24. 24. Increasing UNCERTAINTYAthletic’s non-alcohol beer
  25. 25. Increasing UNCERTAINTYThe rise of Pinduoduo
  26. 26. PinduoduoIncreasing UNCERTAINTYThe rise of Pinduoduo
  27. 27. Increasing UNCERTAINTYThe rise of Pinduoduo
  28. 28. Increasing UNCERTAINTYThe rise of Pinduoduo
  29. 29. Increasing UNCERTAINTY
  30. 30. Increasing UNCERTAINTYThe rise of Pinduoduo
  31. 31. Increasing UNCERTAINTYMeitung Dianping everywhere
  32. 32. Increasing UNCERTAINTYMikkeller’s global network
  33. 33. Increasing UNCERTAINTYPret’s subscription coffee
  34. 34. Increasing UNCERTAINTMirror’s personal fitness
  35. 35. Peter Fisk theGeniusWorks.com Peter Fisk theGeniusWorks.com Changing Consumers Transforming Brands Reimagining Marketing
  36. 36. 57% of companies born in a downturn Surfing the Schumpeter waves Everything is shaken-up Accelerating CHANGE
  37. 37. Accelerating CHANGE
  38. 38. Singularity Sushi, now in Tokyo
  39. 39. Reimagining MARKETING
  40. 40. 7 big shifts in MARKETING Starting from the inside out Starting from the outside in
  41. 41. Harley Davidson’s freedom to ride
  42. 42. 7 big shifts in MARKETING Starting from the inside out Starting from the outside in Competing in a space Creating your own space
  43. 43. Increasing UNCERTAINTYWhite Claw’s viral hard seltzers
  44. 44. 7 big shifts in MARKETING Starting from the inside out Starting from the outside in Competing in a space Creating your own space Building awareness Inspiring change
  45. 45. Increasing UNCERTAINTYPatagonia’s political activism
  46. 46. 7 big shifts in MARKETING Starting from the inside out Starting from the outside in Competing in a space Creating your own space Building awareness Inspiring change Communicating Engaging deeply
  47. 47. Increasing UNCERTAINTYAdidas’ Creators Club
  48. 48. 7 big shifts in MARKETING Starting from the inside out Starting from the outside in Competing in a space Creating your own space Building awareness Inspiring change Communicating Engaging deeply Standard products Experimenting together
  49. 49. Amazon’s “Day 1” innovation
  50. 50. 7 big shifts in MARKETING Starting from the inside out Starting from the outside in Competing in a space Creating your own space Building awareness Inspiring change Communicating Engaging deeply Standard products Experimenting together Building loyalty Building community
  51. 51. Glossier’s beauty community
  52. 52. 7 big shifts in MARKETING Starting from the inside out Starting from the outside in Competing in a space Creating your own space Building awareness Inspiring change Communicating Engaging deeply Standard products Experimenting together Building loyalty Building community Incremental Exponential
  53. 53. Supercell’s creative organisation
  54. 54. Fixed Mindset Growth Mindset Being creative, collaborative, courageous
  55. 55. What will you do?
  56. 56. Acting with speed and agility Connecting ideas and people Passion to make life better Having an audacious attitude Shaping the future you want Making sense of change Making it happen together
  57. 57. Peter Fisk theGeniusWorks.com Changing Consumers Transforming Brands Reimagining Marketing

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