Futurelab is a marketing strategy consultancy that drives profit through customer centricity and innovation. They believe marketing should focus on how brands can provide useful services to customers in all areas, beyond just products and promotions. In the digital age, products and services can be replicated at low cost and act as mass communication messages. Successful innovations start by identifying an unmet customer need and developing a solution to meet that need through a useful service that fits the brand. The solution should then be tested and adjusted through a beta process before communication.
3. FUTURELAB
futurelab
marketing strategy consultants
that drive pro t through
customer centricity & innovation.
Amsterdam Athens Berlin Brussels Bucharest Chicago Hamburg Helsinki Iasi Kiev
London Melbourne Miami Milton Keynes Moscow Prague Shanghai The Hague Valencia
4. FUTURELAB
30+ world-class In-house desk Strong allies for International
associates acting as research and trend implementation & publications & thought
“one global team” analysis resources measurement support leadership
• Remarkable practice research • 75K regular blog readers
• Social Media Analysis • +100,000 readers of
• Presentation Development presentations & papers
• Innovation Studies • regular speaking & media
• Trend Analysis appearances
• General Desk Research • on a mission to change
the marketing profession
21. FUTURELAB
online products and service can now be reproduced at almost
zero costs. just like a communication message.
the digital age transforms them into a new mass medium.
22. FUTURELAB
domino’s pizza shows you the realtime status of your pizza, from order to
delivery. this service was a popular viral, and thus also became a message.
35. problem information alternative purchase post-
purchase usage
recognition search evaluation decision purchase
customer journey
how can eye-catching services improve the customer journey?
35
36. FUTURELAB
amazon shows you that a book is cheaper at amazon when you are about to
buy one in a book store.
41. FUTURELAB
hi charges your phone battery at music festivals. a strong insight, since
phone charging became an indispensable part of overnight music festivals.
42. FUTURELAB
don’t use demographics when you think about an innovation. use an
activity. it’s not about who your consumers are. it’s about what they do.
running nike nike+
reading amazon free delivery
communicating nokia silence booth
driving at ecodrive
43. FUTURELAB
what’s important, is that there’s a t between your innovation and your
brand.
Frustration Aspiration
high involvement
Brand can make Brands can inspire
things simpler
Sports
Assurance Nike+
Nationwide Mobile
Irritation Fun
low involvement
Brands can make Brands make
things easier things more fun
Toilet paper Beer
Charmin Sit or Squad Wieckse Sun Radar
original model:
negative motivation positive motivation rossiter & percy
44. FUTURELAB
charmin makes it easier to nd free, clean public restrooms. this ts the
low involvement category of a toilet paper brand.
45. FUTURELAB
nationwide lets you manage all the paperwork on the spot after you had an
accident. this nicely reduces the irritation associated with insurances.
46. FUTURELAB
this is a process. not a product.
nd a unmet need.
develop a solution and go beta fast.
then adjust it. and adjust it again.
let it grow organically.
when it’s ready, communicate it.