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

The yin and yang of creating extraordinary brands BrandGenius BrandGenius BrandGenius

The opportunity to grow BrandGenius

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

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 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

The scope of opportunity BrandGenius

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

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 Zone Zone Zone The 4 zones of value innovation BrandGenius

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

Future Zone 1 Future Zone BrandGenius

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

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 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

1 Future Zone: Responsible BrandGenius

Future Creative Zone Zone 2 Creative Zone BrandGenius

Customer broader view i Business Business narrow narrow view view Business Customer 2 Creative Zone: Gaining new perspectives BrandGenius

2 Creative Zone: Reframing BrandGenius

Innovation 2 Creative Zone: Creatively stretching the possibilities BrandGenius

2 Creative Zone: Solutioning BrandGenius

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

2 Creative Zone: Anytime Zone: BrandGenius

Concept Zone Future Creative Concept Zone Zone Zone 3 Concept Zone BrandGenius

3 Concept Zone: Which are the best ideas? BrandGenius

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

3 Concept Zone: Experiential BrandGenius

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

3 Concept Zone: Enablement BrandGenius

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

3 Concept Zone: Ingredient BrandGenius

Concept Zone Future Creative Concept Impact Zone Zone Zone Zone 4 Impact Zone BrandGenius

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

4 Impact Zone: net promoters BrandGenius

£ Incremental value Original Increased New New Additional Final Synergies Value Customers Channels Markets investment Value 4 Impact Zone: What will be the impact? BrandGenius

4 Impact Zone: doing more BrandGenius

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

4 Impact Zone: doing good BrandGenius

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

Fast food Immersion Wellbeing Responsible Transformation Authentic About you We help you innovate driven by customers BrandGenius

Global Backlash Sales decline Beyond Coke Local relevance New DNA Innovation We help you innovate where it matters most BrandGenius

Business IPO Multiple brands Growth markets Brand valuations Growth options Value impact We help you do what nobody else can do BrandGenius

Share decline Marketplace Growth options Evaluation Market strategy Focus markets Growth We help you combine rigour and magic BrandGenius

Start up Niche audience Strong brand Growth options New markets Faster growth We help you accelerate business growth BrandGenius

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 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

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

by Peter Fisk on Dec 08, 2008

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