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THE NEW MAINSTREAM Creating a new relationship between people and brands

The New Mainstream

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Page 1: The New Mainstream

THE NEW MAINSTREAM

Creating a new relationship between

people and brands

Page 2: The New Mainstream

WOLFF OLINS + FLAMINGO + 20 CUSTOMER EXPERTS

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CONSUMERS NO LONGER SIMPLY CONSUME

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THEY’RE ACTIVE, SKEPTICAL, CREATIVE, ENTREPRENEURIAL

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USED TO BE NICHENOW MAINSTREAM

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PEOPLE ARE RESHAPING THEIR RELATIONSHIPS WITH BUSINESSES/ORGANIZATIONS

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PEOPLE ARE SIDESTEPPINGPEOPLE ARE SIDESTEPPING

CLICK ICON TO ADD IMAGE

PEOPLE ARE SIDESTEPPING

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THEY QUESTION AUTHORITY

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THEY WANT CONTROL

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THEY DEMAND TRANSPARENCY

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THEY FIND NEW WAYS

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BE THE PLACEPEOPLE SIDESTEP TO

STRATEGY

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SHARE YOUR OWN SENSE OF PURPOSE

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LESS TRANSACTION. MORE CONNECTION.

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FIND WAYS FOR EVERYONE TO TAKE PART

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PEOPLE ARE MAKING MEANING

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THEY HAVE SO MANY WAYS TO CREATE, USE, MAKE

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EVERYONE CAN START/BE THEIR OWN BUSINESS

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AND FIND FRUGAL WAYS TO DO AND MAKE THINGS

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GIVE PEOPLE WAYS TO MAKE, SHARE AND

SELL

STRATEGY

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BUILD A MINIMAL VIABLE BRAND THAT PEOPLE CAN ADOPT,ADAPT AND IMPROVE

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GIVE PEOPLE A MARKETPLACE

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HELP PEOPLECOLLABORATEAND DO MORE

CLICK ICON TO ADD IMAGE

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PEOPLE ARE SHAPING TIME

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THEY’RE LOOKING FOR WAYS TO GET THINGS WHEN, WHERE AND HOW THEY WANT THEM

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…AND GET MORE BACK

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BE PEOPLE FOCUSED

STRATEGY

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02/05/2023 WOLFF OLINS + FOOTER PAGE 28

LET PEOPLE DO THINGSON THEIR TERMS ANDIN THEIR TIME

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GIVE PEOPLE OPTIONS

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BE GENEROUS

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FAIR EXCHANGE

Defining the new relationship

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A RELATIONSHIP OF EXCHANGE

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NEW DIMENSIONS OF EXCHANGE

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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; orb) a new way to position existing brand/offerfor that audience need in response to your chosen trend

—Present idea to the group

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USE THE BUTTERFLY

WHAT DOES THEWORLD NEED?

WHAT IS SPECIAL ABOUT US?

Audience?

Need?

Business / Organization?

Offer? Experience? Culture?

IDEA Either:A) New product/

service

B) New way toposition existingbrand/offer

Trend?

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FOR EXAMPLE…

BIZ LEADERSSHAPING TIMENeed to build strong brands on their own time with their own teams

WOLFF OLINSCreative partnersGame-changing brandsExperienced facilitators

KITCHENA school for ambitiousleaders who want tobuild businesses thatchange the world

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PRESENT BACK2 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; orb) a new way to position existing brand/offer

You choose how to present – standard talk / with props / performance / song…

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THANK YOU