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BRAND GENETICS | PRIVATE AND CONFIDENTIAL
31 WINDMILL STREET | LONDON W1T | UK
+44 (0)20 7700 2700 | www.brandgenetics.com
The Power of Co-Creation: Working with Consumers to Win in Market Food for Thought Conference – Nutraformulate 2014
MARCH 2014
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Uncovering the next-generation opportunities with the power to grow your business
Brand Genetics works with brands to understand how markets are evolving & what this means for their business.
We work collaboratively with pioneer and early adopter consumers, cutting edge experts and diverse client teams to identify insights & implications that clarify, cut through & lead to new growth opportunities.
We have global experience in a range of categories including food and drink, home and personal care, alcohol, healthcare, finance & technology.
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Consumers are faced with a choice overload…
The average supermarket in the UK stocks around 40,000 products and adds 6 new products to its shelf each week
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They’re bombarded by advertising messages
xxxxx
Estimates suggest that the average US citydweller now sees up to 5,000 ad messages a day [Yankelovich Research]
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But manage to ignore 98% of them… How?
Without a problem to solve the consumer mind is closed for business
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They’re likely to ignore your product too…
Unless you can make it relevant to their lives by identifying how it solves a problem…. and how it does this better than what they’re currently using
Why this is important for Functional Foods
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Natural / Inherently Functional
Foods
Functional foods is a complex world
It’s full of contradictory messages and lacks clarity – for example, do consumers understand the difference between naturally functional and scientifically functional
Created / Scientific
Functional Foods
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The Media Doesn’t Help
Consumers are exposed to a great variety of mixed messages that only contribute to confusion and mistrust
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The ‘It’s all about me’ Trap
Too often we spend time talking about ourselves, rather than about our consumers – this contributes to a lack of relevance to consumers
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It’s an easy trap to fall into…
When you’re excited about all your new features:
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It’s an easy trap to fall into…
…and it’s the same in Functional foods
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But we should be selling beautiful hands – not handcream
You must understand how your product is going to make a real difference to consumers’ lives and then tell them
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Apple know this…
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VW know it…
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Evian know it…
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‘It’s all about me’
It’s only a USP if it’s relevant to me
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The Good News…
Help is at hand – from consumers – they’re keen to work with you and ‘co-create’ your brands, products and communications
So what is Co-Creation?
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What do we mean by ‘co-creation’
In the context of innovation we define co-creation as follows:
‘Collaborating with consumers / customers
to develop ideas that add value to their lives’
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It’s part of the creative process
Co-creation is creative and collaborative, so it can get messy
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It’s guidance, not answers
It is very insightful and can guide your decision making but it won’t give you all the answers – only a sense of the right direction to take
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It’s effective at most stages in the process
You can co-create at any point - from blue sky to refining an existing idea – but be aware it’s collaboration, not abdication
Why do consumers want to get involved?
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Co-creation is very now!
What’s happening in the consumer world that makes co-creation an increasingly useful and attractive prospect for company’s and ‘creators’
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Creativity is the new must have skill
1980 21% of consumers
agreed with the statement
2011 61% of consumers
agreed with the statement
‘I feel the need be more creative’
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Consumer creativity has been unleashed Whether or not it’s true co-creation consumers are increasingly used to being able to customise and adapt brands and products to better suit their needs
Why do we want to involve them?
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We need to appeal to people’s intuition
If you see marketing in terms of rational argument, you’re missing the true power of persuasion; which lies in appealing to people’s intuition not their reason.
There are two basic modes of thinking:
“System 1” thinking is intuitive Fast, automatic and emotional – result in impressions, feelings and inclinations.
“System 2” thinking is rational Slow, deliberate and systematic – based on considered evaluation to get to ‘logical’ conclusions.
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How do we get intuitive, not rational responses?
By asking consumers to actively be creative we tap into the same areas of the brain that drive System 1 thinking – responses are less rational but more intuitive
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Build ideas that tap into System 1
Ideas that tap into System 1 thinking have the power to spread: ideas that appeal to our fast intuitive side are the ones with the power to go viral and spread
Co-Creation that Works
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1. Involve the right consumers
‘We’re all created equal, but some are more equal than others’ – conventional research rewards the familiar & punishes the new – but 2 audiences stand out…
INSPIRING & CREATIVE BUT CAN BE TOO FAR AHEAD OF THE GAME
THE CRUCIAL GATEKEEPERS TO MASS MARKET SUCCESS
INSPIRE ADAPT
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Pioneers: Change happens at the edges
Pioneers are the people at the edges most willing to take risks, trying new things that may fail but may also point the way to the future
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But successful ideas must ‘cross the chasm’ of Early Adopters to be big. This group make more considered choices and adopt on merit – they hold huge power in the modern marketplace
Early Adopters: The consumers who count
Key Adopter Categories. Source: Rogers (1995) Diffusion of Innovations
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2. Ask them to do the right things
Consumers are ‘adept adaptors’ – they’re better at taking existing ideas and improving them than starting with a blank sheet – so set them up for success
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Origination vs. Adaptation
Give consumers the right tools to do the job: don’t ask them to originate, but help them to improve, adapt and build on your starter ideas with the right inputs
STARTER IDEAS EXPRESSED SIMPLY BUT CLEARLY
STRUCTURES THAT GIVE THEM CLEAR PROBLEMS TO SOLVE
CREATIVE STIMULUS FROM WHICH TO DRAW INSPIRATION
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3. Work ‘live’ with them
Getting you and your team up close and personal with consumers is one of the biggest benefits of co-creation
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Talking the Language of the Consumer
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1. Consumers aren’t looking for your new product – their default mode is to want to ignore it 2. Co-creation is a great way to ensure you’re talking about what matters to your consumers – a real USP 3. Tapping into consumer’s creativity can help you build ideas that appeal to System 1 & have the power to spread 4. Co-creation needs to tap into the right people and utilise the right tools to be a success 5. Actively involving your team in the process ensures ownership and belief in the outcomes – critical in innovation
To Summarise:
