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Learn how the "Six Cs" apply to Asia.

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Today, in every industry and every market, insurgent brands are challenging the traditional market leading incumbents. And they are succeeding. While the incumbents continue to waste billions on obsolete mass manufacturing, mass distribution, sales and marketing strategies, the insurgents are beating them, often bringing them down on a shoestring.

If you want to win in today's markets with today's consumers, you have to learn to think, plan and act like one of these insurgent brands; no matter the size of your brand and company and no matter your place in the market. Needless to say, insurgents hold the trump cards today not just in business, but also in politics, warfare, sports, the arts and everything else.

Speed and mobility beat size and scope in this new age. Vision beats heritage. Authenticity kicks the crap out of mass marketing. In fact, if there's one thing that separates the rising insurgents from the endangered incumbents, it's the issue of change. Established leaders hate change. Change means threat. But true insurgents love change. Change means opportunity. It means the molecules are in motion.

The Importance of Discovery

Early adopters love to find new ideas for themselves. Discovery is central to insurgent marketing. They want to find it, and they want to find it rubbing elbows with other brands that give the same vibe of newness, distinctness and authenticity. Then, they want to tell their friends about it. Although a lot of early adopters are highly digital, they prefer to share in person rather than clicking on it. That's where they get their social currency.

The Six Cs:

We've done a lot of studying of consumer decision-making across a myriad of categories of products and brands. And we've found that six factors drive most decisions, whether trivial or serious—and these six particularly drive the decisions pushing the success of insurgent brands

Control: Consumers want to make decisions that give them a greater sense of control—control of their personal security, economic well being and health, and protection from large and powerful institutions.

Choice: More choices in any market give the consumer more of a sense of control.

Change: Consumers now anticipate the disruptions of all markets by change. And they like that. Change creates more choices, and Steven Jobs taught consumers that change most often means better, faster, easier and sometimes cheaper choices.

Customization: As we said, one-size-fits-all is over. Search guarantees you can eventually find that one size that fits just you.

Connection: Though consumers are more individualistic in behavior these days, they continue to want to associate with brands for "people like me, people I like and people I'd like to be like." Social media provides the glue for these connections.

Convenience: Ease of accessibility and ease of use are still the code breakers for the entry of new products into most categories

More information:

www.thebestinnovationspeaker.com