Innovation - Retail is the most competitive of all human industries
Communication - The brand identity > positioning
Execution - The moment of truth - and the tool kit required to implement
Working regionally across a diverse range of cultures, it is important to understand culture and how brands need to transverse culture.
“Culture should be regarded as the set of distinctive spiritual, material, intellectual and emotional features of society or a social group, and that it encompasses, in addition to art and literature, lifestyles, ways of living.”
Our Retail Past Informs our Retail Present
1980’s The decade of the mall
1990’s The decade of the discounters
2000’s The decade of luxury
2010’s The decade of experience
2020’s The internet of things
Our world is increasingly complex
Difficult to interpret
There is no more business as usual.
Everything has changed, is changing and will continue to change.
Five global consumer supertrends
Back to basics
Consumers today feel a deep sense of mental weariness and boredom with the sameness being created in commercial environments.
Developers, Architects, Designers, failed to identify the lust of life of the consumer and provide the human factor.
Today’s market place is a war of ideas, unless you stand for something you wont stand out.
To be successful in this new economy, retailers need something more than “vision” something deeper than “brand” Only a radical and emotional big idea will give you the space that rivals cant invade.
The things people buy – products and services are becoming more and more similar, as it becomes increasingly easier for one company to copy another technological advantage. This has a simple but devastating consequence: in the absence of economic differences, emotional logic will become the single most important business driver.
“Art is an adventure into an unknown world, which can be explored only by those willing to take risks.”
- Mark Rothko, In the New York Times, 13 June 1943