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From Selling a Lifestyle to Behavioral-Based Design

By: Jaime Neely - Apr 13, 2014
The modern consumer today is looking for much more than a useful product or an enjoyable service; the modern consumer is now looking for a unique and memorable brand experience. Companies can no longer stay competitive by simply selling products -- they need to sell a lifestyle or a set of values. These keynotes highlight some of the ways brands can do this as well as what it means for the future of product design.

Innovation keynote speaker Jeremy Gutsche preaches customer obsession in his speech. He believes that brands can create products, services -- and experiences -- that consumers want by really understanding their preferences, interests and behavior.

Joseph Pine explores how authenticity and experience are the new buying criteria for consumers. He uses Las Vegas as an example of a marketing strategy that is nailing this concept. Consumers are essentially guaranteed to have a one-of-a-kind experience when they book a trip to Sin City. "What happens in Vegas, stays in Vegas" immediately appeals to consumers looking for authentic, customized experiences.

Gad Saad's talk is related to brand experience in that companies should be applying evolutionary behavior to their marketing.