The New Art of Marketing

G G OGAGA TO GUGGENHEIM

AND THE NEW ART

GUGGENHEIMAND THE NEW ART

OF MARKETING

theGeniusWorks.comPETER FISK

CRISISCRISIS

theGeniusWorks.com

UNCERTAINTYTwo turbulent years ...UNCERTAINTY theGeniusWorks.com

HOPEHOPE theGeniusWorks.com

IDEAS

theGeniusWorks.com

theGeniusWorks.comGAGA

PROVOKE

theGeniusWorks.com

theGeniusWorks.comTOUCH

BILBAO

theGeniusWorks.com

CREATE

theGeniusWorks.com

theGeniusWorks.comINSPIRE

WESTBIG

EASTSMALLBIG

FEWSMALLMANY

VOLUMEMASS

VALUENICHE

VOLUME VALUE

theGeniusWorks.com

SEEING THINGSDIFFERENTLYDIFFERENTLY

Space

FUTUREBACK

NOWNOW

FORWARD

theGeniusWorks.com

Time

DA VINCI

HADID

theGeniusWorks.com

3.1% GROWTH

E7+5.1%

E7+1.7%in 2009

in 2010G7

+1.3%

G7-3.4%

in 2009 in 2010

BUT WHERE?

in 2009

BUT WHERE?theGeniusWorks.com

E7 NATIONS WOMEN EDUCATION

CITIES WATERHEALTHCARE

BOOMERSGRIN RENTAL

Old consumers$1.2 trillion in

5 years

Youth consumers$1.6 trillion in

5 yearsFemale consumers

$2.2 trillion in 5 years

theGeniusWorks.com

Ageing (big business) ... Artvertising (ads need to do more for you) ... Brand alliances Bioplastics ... eBooks (eventually come of age) ... Business models (in every sector)

CHIME nations ... Creative charities ... Crowdsourcing (research, design, communicate)

Debt ... Device convergence ... Digital nomads (wandering in a virtual world)

Energy (where the brains are focused) ... Social Entrepreneurs ... Extreme weather

Fairtrade ... Fractional ownership ... Fuel cells (where the venture capital is focused)Genetic-based services ... GPS devices (the power of mobility) ... Graffiti fashion

Happiness (yes, it really is the new priority) ... Healthcare revolution ... Reid Hoffman

Identity protection (you, your brand, your reputation) ... Inflation ... Islamic finance Fashion jewellery ... Multi jobbing ... Jumpsuits (yes, they're back with Stella McCartney)

Knowledge clouds ... Korean brands (the new innovation leaders) ... Kazikstan

Licensing ... Life caching ... Location-based marketing (when and where are customers)Managing complexity ... Meaning (making sense, adding purpose) ... Micropayments Nanotechnology (from cleaning to clothes) ... Neural networks ... N11 nations

Obesity (whilst half the world still starves) ... Oil prices ... Cautious optimism

Personalisation ... Pop-up retailing (no longer a fad, serious business) ... Privacy InQBox (fantastic Japanese retail concept) Quantum computing Quebec onlineInQBox (fantastic Japanese retail concept) ... Quantum computing ... Quebec online Realness ... Rental culture ... Responsible business (more than the environment)

Self publishing ... Simplicity (the biggest trend of all) ... Space tourism (Virgin Galactic)Tablet computers (just wait for MacWorld 2010) ... Tweeting ... Two-speed economy Unemployment ... Urbanisation ... User generated (from Current TV to Threadless)

Viral rage (customer complaints just went global) ... Virtual Hybrids ... Volatility Water scarcity ... Wild weather ... Women consumers (growing faster than China)Generation X ... X-Prizes (space travel to electric cars) ... XL accessories Yang Du (Shanghai cool) ... YouTubevertising (one that works) ... Mohammad YunusZespri Gold (amazing kiwis) ... Zipcars ... Zopa (business model for future banking)

SEEING THINGSDIFFERENTLYDIFFERENTLY

Businessnarrowview

BUSINESS CUSTOMER

theGeniusWorks.com

BANKSY

theGeniusWorks.com

theGeniusWorks.comSTEWART

RESPONSIBLE

CONSIDERED MEANINGFUL

CARING

RESOURCEFULEMPOWERED

CAPABLE

HUMAN

SELFLESS

WELLBEING

HUMAN INDIVIDUAL

HAPPINESS

COLLABORATIVE

PARTICIPATIVE CONTRIBUTING

SHARING

ESCAPISTINDULGENT

EXPRESSIVE

QUIRKY

THE CREATIVE AGE

CREATE A BIGGER ASPIRATION THAT GIVES PEOPLE HOPEINSPIRING PURPOSECREATE A BIGGER ASPIRATION THAT GIVES PEOPLE HOPE

CONTEXT

STRETCH

HUMANtheGeniusWorks.com

THE POWER OF IDEAS

CREATE SOLUTIONS THAT ENABLE PEOPLE TO DO MOREENABLING DESIGN

CREATE SOLUTIONS THAT ENABLE PEOPLE TO DO MORE

FUSE

DESIGN

ENABLE

theGeniusWorks.com

THE NEW ART OF MARKETING

CREATE AFFINITY PARTICIPATION AND ADVOCACYENGAGING NETWORKS

CREATE AFFINITY, PARTICIPATION AND ADVOCACY

RESPONSIBLECONNECT

S O SRESPONSIBLEENGAGE

CREATE

theGeniusWorks.com

THE NEW CREATIVE LEADERS

ALIBABA

ZAPPOS

CEMEX

LEGO

SAMSUNG

TESLA

NINTENDO

SHANGHAI TANGtheGeniusWorks.comSHANGHAI TANG

ZIPCARS

THREADLESS

THE NEW ART OF MARKETINGOF MARKETING

“BE DISRUPTIVE

... TO MAKE THE WORLD... TO MAKE THE WORLDA BETTER PLACE”

“MAKE HISTORY”

“PUT A DINGIN THE UNIVERSE”IN THE UNIVERSE”

WHAT WILLYOU DO?YOU DO?

AVAILABLENOVEMBER 2010

peterfisk@peterfisk.comp ptheGeniusWorks.com