Description
Around the world people are looking for alternatives, desiring a better way of doing things: cheaper, faster, more inclusive, more ethical, more flexible, more sustainable, more collaborative and more radical. Businesses in all sectors are being challenged by disruptive technologies, unforeseen competitors, unpredictable consumers and more demanding customers. They need to transform the way that idea and concept creation, product development, brand marketing and company organization are managed, while remaining true to their core values. Businesses need to stay ahead of the competition and understand those dynamic cultural, economic and social trends and new ways of living and consuming that are dictating a new way of doing business. They need to learn from the leaders of disruption, understand the impact of new movements on their businesses and adapt their own plans accordingly. Influencers and Revolutionaries explains how successful new brands, products, services and hyper-agile start-ups are providing answers to the never normal and are eclipsing many legacy brands. Strategists, marketers and product developers need a playbook that informs and explains how they can create the next big thing. This book is for them.. Sean Pillot de Chenecey is a marketing expert, who for over 20 years has combined brand consultancy with ethnographic activity and trend research around the world. His clients have included Unilever, Swatch, Heineken, Diageo, General Motors, Beiersdorf, AXA, Vodafone, Comptoir des Cotonniers, Muller, GlaxoSmithKline, Visa, Granarolo and Starwood; and he’s collaborated with numerous advertising, branding, design, media and PR agencies. He is a university lecturer and has written for Admap, Brand Strategy, Contagious, Dazed and Marketing. A public speaker, he’s given speeches for over a decade in Asia, Europe, Africa, the Middle East and North America. Chapter – 00: Introduction; Chapter – 01: Classic innovation theory and current leading-edge thinking; Chapter – 02: The disruptors disrupted. What next for adland?; Chapter – 03: The future of retail and the future home; Chapter – 04: How the food and drink industries leverage catalytic trends; Chapter – 05: The wellness economy meets the lifestyle industry; Chapter – 06: Smart cities, the IoT and connected living; Chapter – 07: Intelligent and sustainable – a new era of tourism and mobility; Chapter – 08: The transformation of entertainment by technology, experiences and personalization; Chapter – 09: The future of work – goodbye to certainty and stability. Hello to Industry 4.0; Chapter – 10: Fintech and insurtech, and the battle of choice vs privacy; Chapter – 11: Summary – The Influencers and Revolutionaries Innovation Manifesto; Chapter – 12: References and further reading; Chapter – 13: Index
