Brands need to step up to be more … Asahi reimagines marketing

September 10, 2020 at Prague, Czechia (online)

Downloads and links from today’s keynote:

Thanks to a small bit of contagious RNA we are all now unwilling participants in a seismic experiment that is shaking the foundations of society, technology, economics, healthcare and more. Marketing guru Seth Godin wonders if it’s a message from the future. Microsoft’s Satya Nadella describes it as a shift “from hierarchies to wirearchies”. Nestle’s Emmanuel Faber says “now is the moment to be bold for our consumers and our future.” In many ways, the global pandemic has simply accelerated many shifts that were already emerging – shifting economic power, changing consumer priorities, new distribution models, rising social and environmental issues, and much more.  

For marketers, this is a time to refocus on priorities, and reimagine the future. While the essential principles of marketing have not changed, some of the ways in which we achieve most impact, and deliver business success, will. What’s the new consumer agenda – what’s changed, and what’s not? How can brands do more for people, be more of their lives? What drives trust and influence? How can we connect with consumers, and help them connect together? What are the new opportunities to innovate, beyond products and point of sale? How can new business models change the way markets work?  And fundamentally, how can marketers continue to drive, even accelerate, innovative growth in the business?

Inspiration to do better, and different, comes from everywhere – consider the rapidly changing world of beauty and fashion, from personalisation to upcycling – learn from the disruptive impact of technologies in media and entertainment –  and changing priorities in retail and entertainment. What can we learn from Emily Weiss’ community-based approach to brand building at Glossier, from Patrick Brown’s positioning of Impossible Foods as “alternative meat”, from Katrina Lake’s use of AI and personalisation in fashion with Stitch Fix, from Ilkka Paananen’s gaming revolution with Supercell, and in beer from “ gypsy brewer” Mikkel Bjergso? Our challenge is to take these inspiration and apply the best ones in fresh, creative and commercial ways to our business and markets, to reimagine the future, and start delivering it today.

10 Principles of 2020 Marketing

To be successful in the digital era, marketers should adopt the best new modern practices as well as rethink and refine classic approaches.

The marketing field has changed dramatically in recent years in direct response to the way technology has affected the wider practice of management. Technology now affects virtually every facet of how organizations design, plan, execute, and measure their marketing efforts. While every industry has changed — consumer products, financial services, durable goods, and others — the technology industry, by virtue of its fast-paced, innovative nature, tends to lead the charge when it comes to marketing transformation and has become the model for modern digital marketing efforts. Changes in the marketing of technology products are important not only for those marketers looking to hone their craft in that industry but also for marketers in other industries seeking to acquire new skills and practices.

With more than 30 years of experience each in the practice or study of technology product marketing, we set forth a set of principles that reflects both classic and new approaches. We illustrate these examples with several firsthand examples from Adobe, a technology marketing pioneer and enduring market leader, as well as other top technology companies such as Fitbit, Intel, Intuit, Red Hat, and Spotify.

Technology Is Just the First Step

Technology has changed everything. Fundamentally, it allows for new ways to create customer experiences, new mediums to connect with customers and other constituents, and trillions of data points to understand customer behavior and the impact of marketing programs and activities. Yet, with all that progress, we are still only at the tip of the iceberg in terms of the profound impact technology will have on the future of marketing.

Even though technology is becoming only more advanced and disruptive, marketers of technology products must realize that technology is only the first step. To fully realize the potential of technology, it takes transformation across people, processes, and technology. Only by recognizing all three forces will modern marketers reap the full benefits that technology can have on marketing transformation.

Peter Fisk is a global thought leader, with a background in brands and marketing, and was CEO of the world’s largest marketing network, the Chartered Institute of Marketing. His first book, Marketing Genius, has been translated into 35 languages. It explores the left and right-brain of marketing, combining the deep analytics of Einstein, with the intuitive ideas of Picasso, applied to 21st century markets. Peter works in every sector and geography, and specifically in food and drink has worked with the likes of Coca Cola, P&G, Nestle, Carlsberg, Heineken and others. 

Image: Unsplash

Find out more and book >