Big Ideas and Things We Like

Big Ideas & Things We Like (Plus Bacon)
Photo by Cayusa (http://www.flickr.com/photos/cayusa/981372736/)
Explore. Listen. Reflect.

- dont wait for the bump
Unleash the Power of Free
Most transactions have an upside and a downside, but when something is FREE! We forget the downside.
Free! Gives us such an emotional charge that we perceive what is being offered as immensely more valuable than it really is.
Dan Ariely, author Predictably Irrational

Unleash the Power of Free

Why do Free?
Free engenders a sense of surprise, delight & excitement to your customers

Free is a welcomed invitation to generations of shoppers weary of price promotions Free is the most powerful strategy to help your customers feel better during difficult times Free also triggers powerful cultural norms regarding reciprocity
At minimum, your customer will feel they owe you the favor of returning
Activation
Deploy free as an alternative to traditional price and promotion programs
Free is always unilateral
Free should never be predictable (e.g. every Monday)

Free should never be tied to any other promotion (e.g. Purchase $10 worth of X and get a free Y)
Google recently announced a plan to sponsor free Wi-Fi to holiday travelers in 47 airports across America until January 15th. This is the best kind of FREE - something unexpected, very useful, and entirely unilateral.

+ Source:
Hartman Group New Value Paradigm report: September 2009
The New Frugality is a Myth
Even after the worst recession of the past seventy years, retail sales this year will be about where they were in 2005
Theres a palpable longing among pundits for Americans to become more frugal
James Surowiecki, journalist The New Yorker
Much of the decrease in consumption since early 2008 can be traced to a drop in spending in just two categories: gasoline (thanks to lower prices) and cars
The New Frugality is a Myth

Weve seen and heard it all before
Toward the end of the 1990-91 recession Fortune forecasted the Death of conspicuous consumption and claimed that Americans would finally come to their senses Time ran yet another cover story in 1991 on the return of the simple life noting after a 10-year bender of gaudy dreams and godless consumerism, Americans are starting to trade down Ditto for the combined whammy of the bursting of the internet bubble and 9/11, wherein we were supposedly ready to hunker down, cocoon, and live more soberly and simply So we fabricated financial instruments nobody understood, began selling mortgages to the unemployed and went on an 8 year credit-induced spending bender
Bottom Line
We are not observing any long-term shifts in consumer spending habits in CPG
Current frugality habits (i.e. channel shifting) are near-term responses to a climate of anxiety CPG manufacturer median sales increased 10 percent last year, down just slightly from 2007 median sales figures* Compared to a year ago, sales over the Internet rose 15.5%**
*Source: The 2009 Financial Performance Report: Focusing on Today, Envisioning Tomorrow by GMA & PwC **Source: MasterCardAdvisors SpendingPulse
Who, Precisely is a Value Shopper?

The New Value Shopper is not only price sensitive, but also price vigilant! Newswire
We need to see the 'value' shopper come back to the mall, and retailers need to empower their people to go the extra mile for them PR-Insider
Precisely who is this value shopper? And how do they define value?
Who, Precisely is a Value Shopper?

How important are each of the following when trying to evaluate a given product or services value ?
Relevant Importance to Ones Value Equation
Top Two %+ 81% 69% 67%
Product works well/tastes good

Can use it fully without waste Just the right amount that I need Despite the fact that I prefer lower prices, quality still matters w/r to value Assurance of hassle-free returns if I'm not satisfied with the product Getting the absolute lowest price possible It makes my life simpler and less complicated
66%
64% 62% 58%
+Source:
Hartman Group New Value Paradigm report, September 2009 (n=1000)
There is No Value Shopper

For the better part of the past fifty years, the only lever most food and mass retailers have ever seemed capable of pulling was price
Harvey Hartman
We all seek value, so the question is actually about what role price really plays in our value equation?
Bottom Line: The consumers notion of value is a complex equation only marginally concerned with getting the absolute lowest price possible
Science is a Bummer Man
Treatment with beta carotene, vitamin A, and vitamin E may increase mortality. JAMA
Reality is nothing but a collective hunch Lily Tomlin

Why Exercise Wont Make you Thin
Time Magazine
The largest study ever to ask whether a low-fat diet reduces the risk of getting cancer or heart disease has found that the diet has no effect.
The New York Times
Science is a Bummer Man
The emerging pattern of scientific evidence suggests that most of what we have assumed as common sense is, in fact, dead wrong
Exercise doesnt appear to help with weight loss Diet (especially a low-fat diet) doesnt appear to be an effective treatment for coronary disease, high cholesterol or hypertension Vitamins and antioxidantsespecially in supplement formappear to potentially do more harm than good
Implications
This knowledge may take considerable time to filter into the consumer community The role of food in illness prevention and treatment will face increasing scrutiny Health-based diets could become increasingly irrelevant We expect supplements to encounter the biggest challenges over the long term
There is No Traditional Family
"Whenever people begin speaking about the traditional family, I always suggest that they pick a ballpark date for the family they have in mind.
Who is this idealized American Family? Leave It to Beaver" was not a documentaryneither the 1950s nor any other moment from our past presents workable models of how to conduct our personal lives today.
Stephanie Koontz, author The Way We Never Were
What about today?
Think You Know Stay-at-Home Moms?

Trendspotters claim battle-weary professional women everywhere have discovered they can't have it all and are quitting the rat race to stay home with their rug rats It's called "the opting-out revolution And its simply a myth
Lets take a look at the most recent census data*

Approximately 25% of child bearing households feature stay-at-home moms 27% of stay-at-home moms are Latino 34% of stay-at-home moms were foreign born 25% of stay-at-home moms never finished high school 65% of stay-at-home moms have a household income under $75,000
Bottom Line
When marketing to stay-at-home moms, think carefully about who you are talking to The idealized portrait of the upper middle class family with a stay-at-home mom is just that
*http://www.census.gov/Press-Release/www/releases/archives/families_households/003118.html
6 Local: : The Real Story 4 Local The Real Story

Rampaging locavores angrily devour herd of trendspotters!
Rampaging locavores devour frightened herd of trendwatchers!!
Locavore trend takes root!

LOCAVORE was the 2007 Word of the Year for - CBS News the Oxford American Dictionary! Wikipedia
In late 2007, the New Oxford American Word Dictionary crowned locavore as its word of the year.
Sustainability, Local and Nutrition Top List of Hottest Menu Trends for 2010! - National Restaurant Association
Local : The Real Story

Analysts and marketers alike misunderstand the consumers perspective on local
Consumers rarely invoke a literal interpretation of local Very, very few consumers careor speak aboutfood miles Consumers are rarely looking for local products to replace preferred brands Local is about much more than farmers markets
Here is how local actually works While local is a welcomed of means of generating community for alienated consumers, it is not seen as a replacement for traditional CPG products Consumers rely on narratives of people, places and locales to frame the emotional resonance around local Bank of America channels local by inviting customers to display pictures of their pets in neighborhood bank branches
Listening is Not Enough
Creativity comes first; then comes the customer Ferran Adria, elBulli
Innovation requires a new way of doing as well as a certain spirit of the times to validate this new wayYour customers cannot help in this process
Listening is Not Enough
(1) We have long counseled our clients to listen to their customers (2) We still do
(3) But customers can only speak of what they know
(4) Impassioned geeks and wackos pounding at the doors of convention and the fringes of culture are the source of truly innovative ideas
(5) The iPhone bridged the gap between consumer need, the reimagination of cultural communication practices, and well executed design
Innovation = consumer need + reimagined culture + butt-kicking design
The Demise of the Common Sense Shaman
The single most important thing a city can do is provide a community where interesting, smart people want to live with their families.
Malcolm Gladwell
Our research shows that your name has no effect on your life outcome. Stephen Dubner (Freakanomics)
All we can say isuh, yeah

The Demise of the Common Sense Shaman

Increasingly, analysts and trendsetters have made names for themselves by adopting the role of the counterintuitive contrarian (CC) Seen through the eyes of the CC, everything we thought we knew is wrong, and the correct answer is always a simplistic, common sense truth that only the CC shaman can see
Alas, their days are numbered

Writing in The NY Times, Paul Krugman slams the coffin shut: Clever snark like this can get you a long way in career terms but the trick is knowing when to stop. Its one thing to do this on relatively inconsequential media or cultural issues. But if youre going to get into issues that are both important and the subject of serious study, like the fate of the planet, youd better be very careful not to stray over the line between being counterintuitive and being just plain, unforgivably wrong. Paul Krugman
Stop Infantilizing Your Customer
Common Marketing Misperceptions

Your busy, time-starved customer is in desperate need of your help Most consumers dread having to shop for food and household goods Solving problems or simplifying the shopping experience will drive revenue Americans have forgotten how to cook Consumers strongly desire technological solutions to the grocery shopping experience
Stop Infantilizing Your Customer
09 Percent of Americans dislike or hate grocery shopping** 47 Percent of Americans report cooking new or interesting
meals in the past 12 months ++
67 Percent of Americans report cooking more often in the

past 12 months ++
84 Percent of Americans have little to no interest in hightech shopping devices designed to make the shopping experience more interesting or more convenient ++
85 Percent of Americans have little to no interest in media

content broadcast over TV screens in-store ++
** Source: ++
Neilsenwire press release, 12/2009
Source: Hartman Group New Value Paradigm report, September 2009
(n=1000)
10 Loyalty Programs are in Disrepair
Since nearly every store has one, it seems like a hoop you have to jump through just to get the normal prices Janine, 38, Atlanta
Im so tired of having a pocketbook full of these silly cards Laura, 52, Dallas At my local Dominicks, every single wine is on sale with the Fresh Values cardIm not kidding! Matt , 31, Chicago
10 Loyalty Programs are in Disrepair

How important are each of the following with regard to store loyalty programs?
Retailers need new and better ways of rewarding loyal customers Most grocery loyalty programs make it seem like you are getting a better deal than you really are I get good deals at my local grocery store with their loyalty card I try to take advantage of store loyalty programs more than ever I dislike having to carry so many different loyalty cards When you join a loyalty program you receive too much marketing offers & junk-mail Many benefits of loyalty programs do not relate to me or have value to me personally
Top Two %+
74% 57% 54% 53% 45% 44% 40%
Source: Hartman Group New Value Paradigm report, September 2009
(n=1000)
11 Enough with the Pantry to Pantry!

Dont be a walk in pantry, be a place where food is enjoyed!
Square. Stacked. Organized. Efficient. Rational.

Wheres the Fun and Enjoyment!?!?
The symbolic connection between the organization of grocery stores and household pantries encourages your customers to approach food with a mundane, utilitarian perspective
11 Enough with the Pantry to Pantry!

Your brands or stores should signal cooking and eating & not food storage
Contemporary consumers have redefined ideas of quality

Quality is less about pantry eating and much more about food enjoyment While a few retailers have made strides in this area, most have not Brand manufacturers have likewise done little to break the pantry connection
Shatter the tradition... Smash the habit Strengthen your margins

12 Management is a One-Word Oxymoron

In a hierarchy every employee tends to rise to his or her level of incompetence. The Peter Principle
Italian scientists working with computer simulations recently found that firms which promoted people at random functioned more efficiently than those that promoted based on merit **
Stay Nimble. Stay Agile. Stay Flat.
* * Source:
New York Times 9th Annual Year in Ideas
13
Dont Take the Plunge into Social Media Yet

Remem ber AOL?
Remember Friendster?
Remember Second Life?
13
Think You Know Social Media/Social Networking?
The answers to these questions represent a base level fluency in social media If you cannot answer at least 3 of the following, you shouldnt be doing social media...
Are you familiar with 4chan, one of the internets most trafficked websites which has been characterized as at once, lunatic, juvenile, brilliant, ridiculous, alarming and dangerous?
Did you know 4chan managed to deliver a pizza to balloon guy on live television?
Did you know that 4chan members have been responsible for several national security threats Did you know its founder, Christopher Poole, will be speaking at the TED conference alongside Bill Gates? Can you explain the differences between Twitter, Mashable, Vimeo, YouTube and Facebook?
Are you reasonably well acquainted with the Electronic Frontier Foundation?
Are you fluent in the nuances of DRM, Intellectual Property and the Public Domain? Were you watching closely as the Mommy blog invasion decimated Motrins MotrinMom campaign? Are you familiar with arguably the biggest viral sensation of 2009, the Three Moon Wolf T-shirt? How did this viral sensation begin?
13

Dont Take the Plunge into Social Media Yet

There is no first mover advantage This is an institution still under construction This domain is subject to radical fluctuations (2nd Life?) If you dont get it just right, you fail loudly Me too approaches signal lack of creativity Thus far, most organizations do it poorly There are few demonstrable success stories No clear and obvious benefits
8 Reasons to Put a Hold on Social Media Marketing
Apple Rejects
Tweeting Blogging Myspacing Facebooking Creating communities
14 The Increasing Importance of Culture

Culture: A shared, learned, symbolic system of values, beliefs and attitudes that shapes, influences and drives our perception and behavior
1) 2) 3)
Culture compels us to stand at attention when our national anthem is played Culture also reminds us to serve (and eat!) cake on the occasion of a birthday Culture has determined that it is no longer acceptable to smoke in an office
4)
Finally, culture reminds us to eat hot dogs at a baseball game but if you serve them for breakfast or dessert, you might encounter a revolt
14 The Increasing Importance of Culture

So why in the heck would marketers want to include culture in their toolkit?
Like many other analysts and clients alike, we have been charting consumers individual preferences for a very, very long time
Most CPG companies and retailers know everything about their consumertheir likes and dislikes, their demographics, as well as their attitudes and beliefs
Culture Adds to the Story by Considering
Contexts and Settings
Occasions
Rituals and Practices Universally Held Beliefs
We believe culture is the most potent tool in the marketers arsenal Harvey Hartman
15 2009 | The Year We Lost Our Institutions

Institutions: Structures and mechanisms of social order governing the behavior of individuals within a community or society Institutions are identified with a social purpose and permanence transcending individual human lives and intentions Institutions are also found in formal organization of private enterprise, government and public service
When institutions disappear, so goes our faith in the assumed order of natural, everyday life This leaves us confused at best and frightened at worse, a feeling which may take many years to resolve itself
15 2009 | The Year We Lost Our Institutions

Bankrupt Companies
1) 2) 3) 4) 5) 6) 7) 8) 9) 10) Charter Communications Eddie Bauer Filenes Basement Chrysler General Motors Muzac Readers Digest Samsonite Company Star Tribune Companies Trump Entertainment
Companies & Brands R.I.P.

1) 2) 3) 4) 5) 6) 7) 8) 9) 10) Circuit City Saturn Seattle Post Intelligencer Pontiac Merrill Lynch Gourmet Magazine Lehman Brothers Washington Mutual Max Factor Countrywide Financial
The net effect of these losses will surely be felt by consumers for many years to come What isnt so certain is how consumers will respond to this situation
16
The Holy Trinity | Artisanal, Heirloom, Heritage
Still, there will come a time, here in Brooklyn, and all over America, when nothing will be of more interest than authentic reminiscences of the past.
Walt Whitman, 1865
Artisanal, Heirloom and Heritage are...

Not Trends Not Fads Not New
Those in the traditional CPG business will face increasing, permanent competition from these food designations
17
Are MBAs Responsible for the Loss of Manufacturing?
Since 1965, the percentage of MBA graduates of highly-ranked business schools who go into consulting and financial services has doubled, from about one-third to about two-thirds** Some of these consultants and financiers end up in the manufacturing sector, in some respects thats the problem
Most of GMs top executives in recent decades hailed from a finance rather than an operations background.
These executives are frequently numb to the sorts of innovations that enable highquality production at low cost. Thats how you end up with the likes of GM... **
* * Source:
Harvard business professor Rakesh Khurana
18 Cultural Occasion Marketing
Address this shortcoming by deploying a model which anchors eating and shopping occasions into the broader cultural context of the world of food, for example By grounding eating and shopping occasions into the culture of foodrather than the consumers preferences, dayparts, or trip typeswe arrive at deeper, more actionable insights Armed with these insights, companies can take action that will increase both shopping trips as well as consumer interest in higher growth categories
19 Welcome The Return of the Butcher

Butchery skills began to recede in the 1960s, when beef and pork, already cut and boxed, started arriving at supermarkets The neighborhood butcher, the one who could be relied upon to save the best cuts for preferred customers, began to evaporate
There has been a resurgence of interest in the neighborhood butcher the kind that offer customization from whole carcass beef & pork
19 The Dawn of the Rock Star Butcher
With the renewed emphasis on neighborhood butchers comes a whole new generation of rock star butchers As The New York Times observes: With their swinging scabbards, muscled forearms and constant proximity to flesh, butchers have the raw, emotional appeal of an indie band. They turn death into life, in the form of a really good skirt steak
The net effect is a revived interest in offalwhat many have termed the nasty bitsas these new butchers explore long forgotten cuts of meat for curious omnivores and gastro pubs alike
Ordinary people do not eat ingredients or nutrients or platforms or mission statementsthey eat food
Isty Bitsy (smaller) Ideas
Itsy Bitsy (Potentially Big) Ideas
When will marketers stop treating so-called "millennials" as an alien species waiting to be fleeced by clever marketing campaigns?
We must all immediately refrain from the overuse of metaphors from movies, sports, and pop culture as lessons to inform branding and business practicesIts just plain annoying
13.2 Percentage of US consumers who have purchased a gluten-free product in the past three months
Soup should never be packaged in clear jars; it looks too much like baby foodor worse!

Quit worrying about plastic vs. paper bags, the vast, vast majority of consumers have no interest regarding this issue
To the degree that consumers care about sustainability, its nearly always a personal or local thingHigher-order issues fail to register for most consumers
Between The Shake Shack and Five Guys Burgers, consumers have demonstrated they are more than willing to pay a premium price for a quality burger experience Generational marketing is overrated, there are far, far more similarities than differences in purchasing behavior by generational cohorts
The wants of yesterday are the needs of tomorrow

What ever happened to Generation X? There are about 25 million of them at the height of their lifestage spending patterns, but they seem to get ignored by marketers chasing millennialsmany of whom have very little discretionary spending money at the moment
Outside of a few categories (youth culture, fashion, automobiles, etc.) consumers do not feel that the brands they buy communicate or express important elements of their identity or social status
Even in this struggling economy, consumers continue to justify their indulgent needs in most categories
Despite the rise of the urban chicken phenomenon, whereby consumers have begun raising their own chickens, this trend will subside once the misery of tending to chickensa most vile and filthy of creaturessets in
And More Pesky Thoughts

Where one goes to collegeincluding elite colleges has no correlation to entrepreneurial success
A recent study by Yale psychologists found that food advertising can trigger unconscious snacking by leading our thoughts toward hunger and food
A poll conducted by Time magazine found that John Stewartwho hosts a comedy showwas Americas most trusted newscaster by a wide margin
A study published in the New York Times found that adding calorie counts to menus has no affect on diners food decisions
Up and Coming Hits | Ten Things We Really Like**
**Plus
Bacon
If you do things well, do them better. Be daring, be first, be different, be just. Anita Roddick
one
Happy Pills | A Candy Store
What
Candy Store in Barcelona relies on clever design and branding imagery to reimagine a tired concept
Riffs on the longstanding cultural truth that laughter and sweets can often be the best medicine
Ostensibly should make children less frightened of visiting their doctors office
Aha
Reworking a tired concept often requires mashing together two seemingly disparate products, ideas or institutions Candy vs. Medicine, Store vs. Hospital Explore. Listen. Reflect.
two
Steven Smith Teamaker
Stephen Smith is no stranger to tea ..having created Stash & Tazo
Smith's teas are bagged on a made-to-order basis
Each box of tea contains a number, which you can enter on the company's website to find out where each leaf was grown, when it was harvested and who packed your blend
three
ROOTFRUIT | Snack Chips
What
Snack chips made from real foodparsnips, beets and potatoesand flavored with on trend ingredients How can you not want to crunch away on almond potato & sea salt? Innovative package choices drive freshness cues (i.e. see in) while still allowing for striking packaging (cues quality)
Aha
Snacks made from real food, named after the foods indigenous category (roots), flavored with trend forward ingredients and cleverly packaged and presenteda clear winner. Explore. Listen. Reflect.
four
Anson Mills Polenta

Anson Mills harvests and mills near-extinct varieties of heirloom corn, rice, and wheat and re-creates ingredients that were in the Southern larder before the Civil War
His polenta is ground weekly by hand to ensure an optimal polenta experience
His pedigreed polenta can be found on the tables of the greatest restaurants in the world
Who could have imagined that a humble grain could engender such a resonant emotional experience ?
five
Hotchocspoon | Hot Chocolate & More
What
Luxury quality, portable hot chocolate on a stickstir into hot milk and away you go Available in a dizzying array of flavors (46!) including strawberry & pink pepper, sea salt & honey and praline & nougat. Are you sure youve reached the point in your life where you can taste the difference between nougat and filler? Some are even available with small amounts of liqueur thrown in for good measure
Aha
What else is there to say. If you dont get it by the words and descriptions alone, theres not much that can be done. Explore. Listen. Reflect.
six
Kikas Treats
Kika's Treats are a line of fresh shortbreads and graham crackers distinguished by a crisp, buttery texture
Their small portion sizes and clever packaging make a perfect match for those permissible indulgence moments
We have an office pool going on who will eventually acquire this fledgling upstart
seven Perricone M.D. | Supplement Rebranding
What
Dr. Perricone, a name familiar to many in the Health & Wellness community, recently freshened its product line Note the clean, understated look of a modern apothecary, a design cue that is bolstered by the iconic apothecary image We are also smitten with the decision to visually depict as many of the natural ingredients as possible
Aha
Even in a visually flat category such as supplements, where very little has changed or evolved in the past 30 years, it just isn't that difficult to rewrite the rules from the bottom up Now many are left wondering, how we could have ever settled for brown plastic bottles with lame wrappers for so long? Explore. Listen. Reflect.
eight
Happy Bites Macaroni and Cheese

Though aimed at toddlers and kids, the kid in all of us cant help but to swoon at the thought of a macaroni and cheese patty
This is one of the rare examples of convenience done rightthe prepared macaroni and cheese in an easy to hold patty for little chubby hands hits the sweet spot
The strict reliance on organic ingredients and lack of preservatives allow mom and dad to rest at ease
Jury is still out as to whether or not the flavor profiles win with the tykesour resident 16 month-old taster, Mo, isnt yet sold. Explore. Listen. Reflect.
nine
Peoples Pops | Local, Seasonal Treats
What
A trio of creative locals have been reimagining popsicles with local, seasonal ingredients for the Brooklyn Flea Market Unusual fruitsand an occasional vegetableare combined to craft innovative flavors such as peach, chamomile and honey; watermelon, cucumber and hyssop; tri-star strawberries and cream; blackberry, yogurt and honey; and sugar plum and mint. They are currently planning for something called Popsicle World Domination 2010
Aha
Further proof that no category is an exception to creative forces of reimagination We remain flummoxed that as of yet nobody has snapped them up Explore. Listen. Reflect.
ten
Q Tonic | A Different Breed
The tonic revolution is in full force, with many bars choosing to rely only on their own hand brewed tonics
Weve had specialty Gin for yearswhy no interest in specialty tonics??
Q Tonic arrives as the first ultra luxe tonic in the marketplace
Q Tonic tastes clean and crisp with a quick sharpness and a gently rounded sweetness that Gourmet Magazine describes as simply astounding
Unclear on the Concept: Brands Needing Work

This three inch, 1.7 ounce container of whipped cream looks like it should be in the HBA aisle rather than the dairy caseand besides, who wants only 1.7 ounces of whipped cream?
Combining Guarana & caffeine with beef jerky is just too much of a stretcheven in the name of functionality.
The product is described as Chardonnay hydration for the daytime... Women take their skin care very seriouslyjust like their chardonnaybut not at the same time, or on the same occasion
As dedicated vegetarian fans we can attest that veggie patties for grilling are a great idea but vegi scallops in a can? This is so ghastly on so many levels that mere words cannot do this justice
Competitor's 2010 Trends for Which we Offer a Few Comments
Chefs have discovered that simple sells.

Simplicity is the ultimate sophistication Leonardo da Vinci, 1478
Beers star is still rising at restaurants, with operators sourcing craft and seasonal labels, promoting menu pairings and themed dinners, and opening beer-centric pubs and eateries.
We thought that whole craft beer revolution deal has been going strong ever since the mid 1990slast century and what not
Grocery stores will grow, particularly as private label assumes prominence. Grocery stores are also doing things such as upgrading delis and fresh take-out sections.
In-store delis and fresh meat sections are stocking chilled prepared meals as a moreconvenient and better-quality solution to frozen meals. Mintel, 2004
!
Call it what you willnutritional, healthful, good-for-youbut this trend toward beneficial foods is growing at a pretty big rate.
Marketing to the New Natural Consumer: Consumer Trends Forming the Wellness Category Harvey Hartman, 1999
!
Doing Culture Can Also be Fun!
Christmas tree made from Heineken Bottles The Hugo Hotel, where defenestration is the norm
Just Relax and Enjoy
Doing Culture Can Also be Fun!
More Fun
Finally, The Long Awaited, Much Appreciated, Bacon
The pig is a magical animal !! Homer Simpson Anthony Bourdain
Happy New Year
For more specific strategic guidance or implications, please do not hesitate to contact us. 425.452.0818
We thank Flikr for the sourcing of fabulous imagery throughout this deck.

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Big Ideas and Things We Like

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Big Ideas & Things We Like (Plus Bacon)

Photo by Cayusa (http://www.flickr.com/photos/cayusa/981372736/)

Explore. Listen. Reflect.

Unleash the Power of Free

Dan Ariely, author Predictably Irrational

Unleash the Power of Free

Free engenders a sense of surprise, delight & excitement to your customers

Free should never be predictable (e.g. every Monday)

Explore. Listen. Reflect.

Hartman Group New Value Paradigm report: September 2009

The New Frugality is a Myth

James Surowiecki, journalist The New Yorker

Explore. Listen. Reflect.

The New Frugality is a Myth

Explore. Listen. Reflect.

Who, Precisely is a Value Shopper?

Explore. Listen. Reflect.

Who, Precisely is a Value Shopper?

Relevant Importance to Ones Value Equation

Top Two %+ 81% 69% 67%

Product works well/tastes good

Hartman Group New Value Paradigm report, September 2009 (n=1000)

Explore. Listen. Reflect.

There is No Value Shopper

Explore. Listen. Reflect.

Science is a Bummer Man

Reality is nothing but a collective hunch Lily Tomlin

The New York Times

Explore. Listen. Reflect.

Science is a Bummer Man

Explore. Listen. Reflect.

There is No Traditional Family

Stephanie Koontz, author The Way We Never Were

What about today?

Explore. Listen. Reflect.

Think You Know Stay-at-Home Moms?

Lets take a look at the most recent census data*

Explore. Listen. Reflect.

6 Local: : The Real Story 4 Local The Real Story

Rampaging locavores devour frightened herd of trendwatchers!!

Locavore trend takes root!

Explore. Listen. Reflect.

Local : The Real Story

Explore. Listen. Reflect.

Listening is Not Enough

Explore. Listen. Reflect.

Listening is Not Enough

(3) But customers can only speak of what they know

Innovation = consumer need + reimagined culture + butt-kicking design

Explore. Listen. Reflect.

The Demise of the Common Sense Shaman

All we can say isuh, yeah

The Demise of the Common Sense Shaman

Alas, their days are numbered

Explore. Listen. Reflect.

Stop Infantilizing Your Customer

Common Marketing Misperceptions

Explore. Listen. Reflect.

Stop Infantilizing Your Customer

67 Percent of Americans report cooking more often in the

85 Percent of Americans have little to no interest in media

Neilsenwire press release, 12/2009

Explore. Listen. Reflect.