Josh Allison, CUDE Founder and Chief Ideator Josh.A.Allison@gmail.com 509.688.4959
your
expectations?
a new era – product to purpose a new consumer – me to we the blueprint for engagement mint gum, is mint gum
a
new era
“Any customer can have a car painted any color that he wants…”
ď‚Ą
We have pink ones!
One word:
Commoditization
com·mod·i·ty :obsolete: quantity, lot : a good or service whose wide availability typically leads to smaller profit margins and diminishes the importance of factors (as brand name) other than price : one that is subject to ready exchange or exploitation within a market <stars as individuals and as commodities of the film industry — Film Quarterly> -Merriam-Webster
ď&#x201A;Ą
All products/services are assumed to be equal â&#x20AC;&#x201C; values are the new differentiator
Pair Up Neighbor Nudge â&#x20AC;˘
â&#x20AC;˘
Nudge your neighbor and share with them the most important thing you just heard in the last few minutes Group share
Source: BBMG
consumers
don’t trust you
“…58% of our sample felt that „companies are only interested in selling products and services to me, not necessarily the product or service that is right for me.”
Alterian: Brands at Risk Report
quick
question…
Apathy
Advocacy
a
new consumer
Edelman: Citizens Unite: Good Purpose Study
Edelman: Citizens Unite: Good Purpose Study
Edelman: Citizens Unite: Good Purpose Study
? How many times do they say “I” and “we”?
http://www.youtube.com/watch?v=c8Tn8n5CIPk
Source: BBMG, The Age of Co Creativity
Source: BBMG
Source: BBMG
Source: BBMG
Core Values
Source: BBMG
Source: BBMG
Group Up
Examine the six New Consumer Characteristics. Brainstorm strategies to align your values with theirs.
• • • • • • •
Start with Why Illustrate an Idea worth believing in Have a unique Perspective Articulate Authentic Invite Collaboration and Co-Creativity Communicate Cause Share ingredients
Start with Why
Why
How What
http://www.ted.com/talks/simon_sinek_how_g reat_leaders_inspire_action.html
Groups (3-5) 1. You are a credit union marketing team 2. Identify your Why | How | What 3. Craft two separate value propositions:
1. A “what” value proposition 2. A “why” value proposition
Illustrate an Idea worth believing in â&#x20AC;&#x201C; and bigger than youâ&#x20AC;Ś
Follow Along How many times does Apple mention a product feature or benefit?
http://www.youtube.com/watch?v=8rwsuXHA7RA
Have a unique Perspective
http://www.youtube.com/watch?v=FRf35wCmzWw
Group Up | Brainstorm Kotex found a unique messaging perspective – what‟s yours?
http://www.youtube.com/watch?v=PoIO2ze8GS4&feature=plcp
Invite Collaboration and Co-Creativity
Source: BBMG
70,000 ideas in 1 year
Articulate Authentic
…A study of 27 national brands from Princeton University and The Relational Capital Group found that consumers build loyalty to brands in the same way that they do other people, instinctively judging and building commitment to them based on their warmth and competence. …In addition, two specific elements of brand warmth, “is honest and trustworthy” and “acts in the customer’s best interests,” were far more effective at building brand loyalty than all other competence elements combined. – Princeton University and Relational Capital Group
Communicate Cause
http://www.youtube.com/watch?v=P2XLp_ UYLLo
34% OF CONSUMERS AGES 18-29 HAVE PURCHASED SPECIFIC PRODUCTS OR SERVICES SIMPLY BECAUSE THEY LIKED THE SOCIAL OR POLITICAL VALUES OF THE COMPANY…
Brass Media and Pew Research Center
When choosing between two brands of equal quality and priceâ&#x20AC;Ś social purpose continues to rank as the number one deciding factor for global consumers above design, innovation and brand loyalty
Edelman Good Purpose Study
http://www.youtube.com/watch?v=vvK24207Y40
? What is the differentiating value proposition offered by Firefox? What part of their message resonates with New Consumers?
First year sales targets in three weeks: •Sold out of top 15 styles in 4 weeks •20,000 person waitlist •No ads/no marketing…but powerful PR and WOM
“Between 2010-2011, we grew 500%.We were successful because of doing something unexpected, having a coherent story, and ultimately…doing good.”
Share better ingredients
the
blueprint Groups
1. 2.
3.
Divide blueprint strategies up Brainstorm how you can leverage this idea with New Consumer current and prospective members Group share
• • • • • •
Start with Why Illustrate an Idea worth believing in Have a unique Perspective Articulate Authentic Invite Collaboration and Co-Creativity Share better Ingredients
â&#x20AC;&#x153;We do not live in the information age anymore, nor do we live in the age of knowledge. We've gone hurtling past that. Once everybody has information and knowledge, it's no longer a competitive advantage. We now live in the age of the idea.â&#x20AC;?
Source: Kevin Roberts
Remember it…articulate it…demonstrate it…
Thank You!
Josh Allison, CUDE Founder and Chief Ideator 509.688.4959 Josh.A.Allison@gmail.com