Deck presented by Amy Lee at the December Corporate Member Meeting at BASF

1. THE NEW
MAINSTREAM
Creating a new
relationship between
people and brands

2. WOLFF OLINS + FLAMINGO + 20 CUSTOMER EXPERTS
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3. CONSUMERS
NO LONGER
SIMPLY
CONSUME
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4. THEY’RE
ACTIVE,
SKEPTICAL,
CREATIVE,
ENTREPRENEURIAL
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5. USED TO
BE NICHE
NOW
MAINSTREAM
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6. PEOPLE ARE
RESHAPING
THEIR
RELATIONSHIPS
WITH
BUSINESSES/
ORGANIZATIONS
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7. PEOPLE ARE
SIDESTEPPING
PEOPLE ARE
SIDESTEPPING
PEOPLE ARE
SIDESTEPPING
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8. THEY QUESTION AUTHORITY
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9. THEY WANT CONTROL
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10. THEY DEMAND TRANSPARENCY
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11. THEY FIND NEW WAYS
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12. BE THE PLACE
PEOPLE SIDESTEP TO
STRATEGY
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13. SHARE YOUR OWN SENSE OF PURPOSE
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14. LESS TRANSACTION. MORE CONNECTION.
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15. FIND WAYS FOR EVERYONE TO TAKE PART
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16. PEOPLE ARE
MAKING MEANING
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17. THEY HAVE SO MANY WAYS TO CREATE, USE, MAKE
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18. EVERYONE CAN START/BE THEIR OWN BUSINESS
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19. AND FIND FRUGAL WAYS TO DO AND MAKE THINGS
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20. GIVE PEOPLE WAYS TO
MAKE, SHARE AND SELL
STRATEGY
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21. BUILD A
MINIMAL
VIABLE BRAND
THAT PEOPLE
CAN ADOPT,
ADAPT AND
IMPROVE
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22. GIVE PEOPLE A MARKETPLACE
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23. HELP PEOPLE
COLLABORATE
AND DO MORE
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24. PEOPLE ARE
SHAPING TIME
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25. THEY’RE
LOOKING FOR
WAYS TO GET
THINGS WHEN,
WHERE AND
HOW THEY
WANT THEM
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26. …AND GET
MORE BACK
23/12/2014

27. BE PEOPLE
FOCUSED
STRATEGY
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28. 23/12/2014 WOLFF OLINS + FOOTER PAGE 28
LET PEOPLE DO THINGS
ON THEIR TERMS AND
IN THEIR TIME
23/12/2014 PAGE 28

29. GIVE PEOPLE
OPTIONS
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30. BE GENEROUS
PAGE 30

31. FAIR
EXCHANGE
Defining the
new relationship
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32. A RELATIONSHIP OF EXCHANGE
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33. NEW DIMENSIONS OF EXCHANGE
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34. 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; or
b) a new way to position existing brand/offer
for that audience need in response to your chosen trend
—Present idea to the group
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35. USE THE BUTTERFLY
WHAT DOES THE
WORLD NEED?
WHAT IS SPECIAL
ABOUT US?
Audience?
Need?
Business /
Organization?
Offer?
Experience?
Culture?
IDEA Either:
A) New product/
service
B) New way to
position existing
brand/offer
Trend?
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36. FOR EXAMPLE…
BIZ LEADERS
SHAPING TIME
Need to build strong
brands on their own time
with their own teams
WOLFF OLINS
Creative partners
Game-changing brands
Experienced facilitators
KITCHEN
A school for ambitious
leaders who want to
build businesses that
change the world
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37. PRESENT BACK
2 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; or
b) a new way to position existing brand/offer
You choose how to present – standard talk / with props /
performance / song…
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38. THANK
YOU