INVENTING THE FUTURE
What future can you bank on? Futurist Cecily Sommers knows that making predictions is a fool’s game, however understanding and anticipating change is required practice for those who want to play smart.
She also knows that these are challenging times for organizations in all sectors, and that holding onto advantage is a slippery proposition at best. It is indeed tough out there: just as an increasing interconnected global economy requires a broader perspective, competing pressures from near–term priorities and shortened planning horizons cloud the picture. Issuing a challenge to eliminate short-sightedness, Cecily shows how a winning strategy is one that applies foresight to market forces, champions proprietary opportunities, and invents a future that can be chosen and planned for.
In this provocative and inspiring presentation, Cecily offers:
A guided tour of the forces that are creating a Brave New World
- The laws and principles of change
- The laws and principles of strategy
- A course for charting brave new worlds of your own
TRIBE BEFORE YOU BUY
Necessity is the mother of invention alright, and when it comes to navigating a seemingly endless number of choices and decisions a customer must make, people turn to their friends and social groups to narrow the field. Consider the daunting task of shopping for blue jeans today: instead of trying on the more than 500 styles out there, referencing what your friends are wearing whittles the number down closer to five. Every business needs to recognize that this kind of powerful peer preference — and the ever–increasing social technologies that empower it – is what’s moving markets these days and is the key to building brand loyalty that sticks.
It’s clear that in a world where people can get anything, what’s really driving choice are the ephemeral qualities of tribal belonging: Identity, meaning, symbols and rituals. Brands that simply turn up the volume in a market filled with loud claims and hype will surely fail. But those companies that reach into the tribe before they buy can secure their territory with a viral force that pulls customers all the way in. This entertaining presentation will show you how to do just that.
By the end of this presentation, attendees will have learned:
Why the language of meaning – archetypes, symbols and metaphors — will trump features–and–benefit marketing every time.
That only after defining its tribe can a brand offer the co–creation opportunities that today’s customer demands.
Why tribal strategy is the surest way to future–proofing your brand.
