Druker - A marketing writer /expert argued that innovation is the tool of entrepreneurship. Both international and entrepreneurship demand creativity. Creativity is the process by which culture is changed.
Michaly - Theories about marketing 'Act of seeing things that everyone around us see while making connections that no-one else makes'
David Hockney helped people see things differently in his local town:
Phillip Kotler - A marketing strategy
CCDVTP
Product management - Open technology
Brand management - A promise, Inspiration, emotional not just about logo or packaging
Customer management - Meet the customers/ More personal than the database helps to create products
New approaches to using Customers as a resource eg Innocent smoothie. Buy things emotionally not out of need.
We need insight to what makes people stick
Basic human needs have not changed:
- Security
- Habitat
- Social/Co-operate
- Social strata developed
- Status symbols - Education, position, labels, fast cars
- Spiritual needs - Music, Theatre, sports and religion
To help you ful-fill people's needs we need to understand people's motivation.
Maslow's Hierarchy of needs
Advertisers play on our need for love and belonging.
Design is applied psychology- fulfilling people's needs.
Art is applied philosophy
Being useful and entertaining
Dan Germain video
Consumer behaviour changes in a downturn. We need to keep telling people why we are useful. retain usefulness and be interesting
Look at Ted talks Creativity http://www.ted.com/search?q=creativity
Vivian Westwood is an original thinker. She says she never watches TV as TV is a form of massive distraction.
Where is the money?
Greatest human needs - Greatest market potential - Food, Housing, utilities and medicine.
Reduced human needs - Lower market potential - Esteem, self- actualisation, Organic farming, Holiday cottages and health Spas.
Where does the money go?
40% on housing
Transportation is not in Maslow's hierarchy of needs as not everything is local.
Value proposition
Steve Rankel video
How to get your customers to Chose to buy from you
Short
Specific - relates to customer - How can improve a customer's life
Customer language
Seat of the pants test - Make people sit up
The overal aim of a value proposition is How can us improve your customer's life?
Specific aims
The outcomes for your customer, how they are effected
Objectives
Output - how we will achieve our aims
Should not be more than three sentences, up to 60 words long
Examples
BBC mission statement
Ben and Jerry's ice cream
Leeds College of Art
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