The yin and yang
                        of creating
                  extraordinary
                            brands


...
The opportunity to grow

                          BrandGenius
Markets are incredibly complex and competitive

                       • Competitive intensity has tripled in most markets...
The power of customers

                         BrandGenius
The unlimited opportunities

                              BrandGenius
The expectation that you can do better

                                         BrandGenius
The need to do more

                      BrandGenius
The speed of change

                      BrandGenius
The need think different

                           BrandGenius
E h
                                           Enhancing cashflows
                                                 i     ...
The scope of opportunity

                           BrandGenius
Thinking intelligently and creatively

                       • Where are the most profitable opportunities?
             ...
The yin and the yang

                       BrandGenius
Apple:
Apple: The yin and the yang

                              BrandGenius
Facebook:
Facebook: The yin and the yang

                                 BrandGenius
Tata: The yin and the yang

                             BrandGenius
Virgin:
Virgin: The yin and the yang

                               BrandGenius
Concept
                                   Zone
      Future         Creative      Concept   Impact
       Zone           ...
Where are the            What are the             Which are the        How much value
   best opportunities?    creative p...
Future
      Zone




1   Future Zone

                  BrandGenius
1   Future Zone: Where are the future opportunities?
           Zone:

                                                  B...
1   Future Zone: Embedded

                            BrandGenius
1   Future Zone: Where are the adjacent markets?

                                                   BrandGenius
1   Future Zone: Networked

                             BrandGenius
Hot Spots        Cool Places      White Spaces                Black Holes
              where the new       where latest  ...
1   Future Zone: Responsible

                               BrandGenius
Future         Creative
      Zone           Zone




2   Creative Zone

                               BrandGenius
Customer
                            broader
                             view
                               i

         ...
2   Creative Zone: Reframing

                               BrandGenius
Innovation




2   Creative Zone: Creatively stretching the possibilities

                                               ...
2   Creative Zone: Solutioning

                                 BrandGenius
O p e n in g    C oarket t
                          M n cep
           up
                       In n o vatio n
         ...
2   Creative Zone: Anytime
             Zone:

                             BrandGenius
Concept
                               Zone
     Future        Creative    Concept
      Zone          Zone        Zone


...
3   Concept Zone: Which are the best ideas?

                                              BrandGenius
Desperate
                                                                                     Housewives
                ...
3   Concept Zone: Experiential

                                 BrandGenius
Importance    Competitiveness                 Reducing uncertainty
                                                       ...
3   Concept Zone: Enablement

                               BrandGenius
Locations




       Core
    business
      model
                                            Products                   ...
3   Concept Zone: Ingredient

                               BrandGenius
Concept
                              Zone
     Future       Creative    Concept   Impact
      Zone         Zone        Z...
Tell others

           Pay more
             y
           Stay longer

           Cost less
           Buy more




     ...
4   Impact Zone: net promoters

                                 BrandGenius
£




                                                                                      Incremental 
                 ...
4   Impact Zone: doing more

                              BrandGenius
Market research                          Financial analysis
    Linked into ongoing market                Linked into ongo...
4   Impact Zone: doing good

                              BrandGenius
Where are the            What are the             Which are the        How much value
   best opportunities?    creative p...
Fast food

                                           Immersion

                                           Wellbeing

   ...
Global

                                             Backlash

                                             Sales decline
...
Business IPO

                                         Multiple brands

                                         Growth ma...
Share decline

                                       Marketplace

                                       Growth options

...
Start up

                                         Niche audience

                                         Strong brand

...
The yin and the yang

                       BrandGenius
The c a y o es
  e crazy ones
                 BrandGenius
Here’s to the crazy ones.

The misfits. The rebels.
    misfits      rebels
The troublemakers.
The round pegs in the squar...
© The Genius Works Ltd 2008
                           peterfisk@peterfisk.com
                           peterfisk@peterf...
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Brand Genius The Yin And Yang Of Creating Extraordinary Brands Peter Fisk Sep 08

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Brand Genius - explore how o develop a more disciplined and innovative brand concept for your business or product.

Published in: Business, Technology

Brand Genius The Yin And Yang Of Creating Extraordinary Brands Peter Fisk Sep 08

  1. 1. The yin and yang of creating extraordinary brands BrandGenius BrandGenius BrandGenius
  2. 2. The opportunity to grow BrandGenius
  3. 3. Markets are incredibly complex and competitive • Competitive intensity has tripled in most markets • Typical segmentation models now have 400 clusters • Product lifecyles have reduced by 70% over last decade Customers are much more powerful than ever • Consumers now receive 1500 messages per day • 54% of consumers have registered for “do not call” • Purchase decisions are typically made in 2.6 seconds y y Shareholders demand higher, faster returns • Intangible assets make up 70% of Fortune 500 value • 60% of brand investment impacts future years • Investment timeframes fallen to 9 months The challenge to innovate BrandGenius
  4. 4. The power of customers BrandGenius
  5. 5. The unlimited opportunities BrandGenius
  6. 6. The expectation that you can do better BrandGenius
  7. 7. The need to do more BrandGenius
  8. 8. The speed of change BrandGenius
  9. 9. The need think different BrandGenius
  10. 10. E h Enhancing cashflows i hfl ashflow For example by • Sustainable price premiums • Distribution efficiency Ca • Cross selling C lli Accelerating cashflows For example by: • Faster market adoption • Partnership marketing • New payment methods Reducing uncertainty For example by • Strong customer loyalty • Long NPD pipeline • Brand extensions Future The drivers of value BrandGenius
  11. 11. The scope of opportunity BrandGenius
  12. 12. Thinking intelligently and creatively • Where are the most profitable opportunities? • How to unlock the real value of your brands? • Which products and customers to focus on? Balancing market and business impact • How to develop compelling and profitable propositions? • What is the optimal channel and communication mix? • How to price for profitability and volume? Delivering short and long-term performance • Where to allocate budget and resources for best return? • What is the economic value of brands and innovation? • How to report performance to shareholders? The yin and the yang BrandGenius
  13. 13. The yin and the yang BrandGenius
  14. 14. Apple: Apple: The yin and the yang BrandGenius
  15. 15. Facebook: Facebook: The yin and the yang BrandGenius
  16. 16. Tata: The yin and the yang BrandGenius
  17. 17. Virgin: Virgin: The yin and the yang BrandGenius
  18. 18. Concept Zone Future Creative Concept Impact Zone Zone Zone Zone The 4 zones of value innovation BrandGenius
  19. 19. Where are the What are the Which are the How much value best opportunities? creative possibilities? best innovations? would it create? Concept Zone Future Creative Concept Impact Zone Zone Zone Zone Identify markets and Focus creativity More rigorously Value impact and products of most where it can have evaluate and connect is more measurable potential value most impact the best ideas and greater The 4 zones of value innovation BrandGenius
  20. 20. Future Zone 1 Future Zone BrandGenius
  21. 21. 1 Future Zone: Where are the future opportunities? Zone: BrandGenius
  22. 22. 1 Future Zone: Embedded BrandGenius
  23. 23. 1 Future Zone: Where are the adjacent markets? BrandGenius
  24. 24. 1 Future Zone: Networked BrandGenius
  25. 25. Hot Spots Cool Places White Spaces Black Holes where the new where latest where nobody where old competition is trends emerge has ventured brands die ROE/Ke Identifying the most y g profitable opportunities • high growth markets • optimal competitive position • profitable customer segments g Analysis could be done for ROE/ROEav markets, segments, key accounts, brands, categories. products, or channels 1 Future Zone: Which markets have most potential? BrandGenius
  26. 26. 1 Future Zone: Responsible BrandGenius
  27. 27. Future Creative Zone Zone 2 Creative Zone BrandGenius
  28. 28. Customer broader view i Business Business narrow narrow view view Business Customer 2 Creative Zone: Gaining new perspectives BrandGenius
  29. 29. 2 Creative Zone: Reframing BrandGenius
  30. 30. Innovation 2 Creative Zone: Creatively stretching the possibilities BrandGenius
  31. 31. 2 Creative Zone: Solutioning BrandGenius
  32. 32. O p e n in g C oarket t M n cep up In n o vatio n G enerate ideas O p e n in g C o n cep t up In n o vatio n G enerate ideas O p e n in g C o nd u ct P ro cep t up In I n o vatio n ti G enerate ideas 2 Creative Zone: What are all the possibilities? BrandGenius
  33. 33. 2 Creative Zone: Anytime Zone: BrandGenius
  34. 34. Concept Zone Future Creative Concept Zone Zone Zone 3 Concept Zone BrandGenius
  35. 35. 3 Concept Zone: Which are the best ideas? BrandGenius
  36. 36. Desperate Housewives Video iPod Motorola Photo Phone (RED) Nano Podcasting 60G Shuffle Mini Legalising Music Iconic iTunes Filesharing Store design White Imitation Ad cables And buzz Graphics Exclusive U2 iPod Releases Vertigo Brand Success Special Story Edition Apple iMac Steve Jobs 3 Concept Zone: Fusing the best ideas together BrandGenius
  37. 37. 3 Concept Zone: Experiential BrandGenius
  38. 38. Importance Competitiveness Reducing uncertainty Value to customer For example by Perception Cost Perceived by individuals • Strong customer loyalty Relative to alternatives • Long NPD pipeline Colour Relative to cost • Brand extensions Memory Price Reducing uncertainty Value of customer For example by • Strong less costs loyalty Price customer of sale Size Plus future purchases • Long NPD pipeline • Brand efficiency Plus extensions Value of Value of Support benefits benefits to to Availability customer customer Perceived Perceived Perceived worth worth value Priced Priced etc. relative relative to offer to offer Price to others value for money money” Return Return Return to investors to investors Articulating brands through compelling propositions lli iti • leveraging brand power for customers • maximising value to each segment • optimising price elasticity 3 Concept Zone: Shaping new value propositions BrandGenius
  39. 39. 3 Concept Zone: Enablement BrandGenius
  40. 40. Locations Core business model Products Formats Useful extension strategy Brand Total and related business E di b d Extending brands to reach further, hf h services format faster and more profitably • leveraging power in adjacent markets • licensing and franchising • maximising new profit streams i i i fit t 3 Concept Zone: Evaluating how best to deliver them BrandGenius
  41. 41. 3 Concept Zone: Ingredient BrandGenius
  42. 42. Concept Zone Future Creative Concept Impact Zone Zone Zone Zone 4 Impact Zone BrandGenius
  43. 43. Tell others Pay more y Stay longer Cost less Buy more 1 2 3 4 5 6 7 Average length of customer relationship (in years) 4 Impact Zone: turning customers into profits BrandGenius
  44. 44. 4 Impact Zone: net promoters BrandGenius
  45. 45. £ Incremental  value Original Increased New New Additional Final Synergies Value Customers Channels Markets investment Value 4 Impact Zone: What will be the impact? BrandGenius
  46. 46. 4 Impact Zone: doing more BrandGenius
  47. 47. Market research Financial analysis Linked into ongoing market Linked into ongoing financial research tracking program systems and auto-analysis auto- Business Performance Personal Performance Key reports produced for Linked to manager and CEO and directors, driving team’s objectives, KPIs, priorities and investment reviews and compensation Investor Relations Marketing becomes key part of analyst briefings and annual report d l t Articulating th l l A ti l ti the real value of f brands and innovation • to the wider business • to finance and the boardroom • t investors and analysts to i t d l t 4 Impact Zone: What will be the impact? BrandGenius
  48. 48. 4 Impact Zone: doing good BrandGenius
  49. 49. Where are the What are the Which are the How much value best opportunities? creative possibilities? best innovations? would it create? Concept Zone Future Creative Concept Impact Zone Zone Zone Zone Identify markets and Focus creativity More rigorously Value impact and products of most where it can have evaluate and connect is more measurable potential value most impact the best ideas and greater Unlocking the real value of brands BrandGenius
  50. 50. Fast food Immersion Wellbeing Responsible Transformation Authentic About you We help you innovate driven by customers BrandGenius
  51. 51. Global Backlash Sales decline Beyond Coke Local relevance New DNA Innovation We help you innovate where it matters most BrandGenius
  52. 52. Business IPO Multiple brands Growth markets Brand valuations Growth options Value impact We help you do what nobody else can do BrandGenius
  53. 53. Share decline Marketplace Growth options Evaluation Market strategy Focus markets Growth We help you combine rigour and magic BrandGenius
  54. 54. Start up Niche audience Strong brand Growth options New markets Faster growth We help you accelerate business growth BrandGenius
  55. 55. The yin and the yang BrandGenius
  56. 56. The c a y o es e crazy ones BrandGenius
  57. 57. Here’s to the crazy ones. The misfits. The rebels. misfits rebels The troublemakers. The round pegs in the square holes. The ones who see things differently. They i Th invent. They imagine. Th h l t Th i i They heal. They're not fond of rules. They explore. They create. They inspire. And they have no respect for the status quo. They push the human race forward. You can praise them disagree with them, them, them M b th h Maybe they have t b crazy. to be quote them, disbelieve them, How else can you stare at an empty canvas glorify or vilify them. and see a work of art? About the only thing you can't do is can t Or it i il been written? d hear a song th t' never b O sit in silence and h that's itt ? ignore them. Or gaze at a red planet and see a laboratory on wheels? Because they change things. While some see them as the crazy ones, we see geni s e genius. Because the people who are crazy enough to think they can change the world, are the ones who do do. The c a y o es e crazy ones BrandGenius
  58. 58. © The Genius Works Ltd 2008 peterfisk@peterfisk.com peterfisk@peterfisk com www.BrandGenius.com BrandGenius
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