peterfisk@peterfisk.com
theGeniusWorks.com
@geniusworks

+genius
Brands are not just about
Brands today are more about
Image
Aspiration
Promise
Experience
Difference
Resonance
Values
Spir...
Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
inno...
Frame
innovating
the brand
purpose
Brands are about
products and
companies.

Brands are about
people and
passions.
Seeing things differently
Thinking different things
Customer
broader
view
Business
Your
narrow
narrow
view
view

You

Cust...
What’s your inspiring purpose?

“To refresh the world. To inspire moments of
optimism and happiness. To create value and
m...
What’s your inspiring purpose

“To be earth's most customer centric company; to build
a place where people can come to fin...
Frame
innovating
the brand
purpose

Create
innovating
the brand
concept
Brands are labels
of identity
creating image

Brands are real
experiences
enabling more
Renova
Being

Becoming

Doing

Belonging
Redbull
Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story
Brands drive
awareness with
mass advertising

Brands enable
resonance with
real-time stories
Persil dirt is gooda
Influence points
Old Marketing

Make aware
Sell

New Marketing

Engage
Enable more
Amplify
Oreo
Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
inno...
Brands are
innovated by
product function

Brands are
platforms to
innovate business
IBM Smarter Planet
Brushed
Steel

Black
t-shirts

App
Store
Genius
Bar
Apple
store
Apple
.com

Mac
Book

iOS

99c

Think
different

Most
valu...
Brushed
Steel

Black
t-shirts

App
Store
Genius
Bar
Apple
store
Apple
.com

Mac
Book

iOS

99c

Think
different

Most
valu...
Apple made in California
Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
inno...
Branded
experiences focus
on selling

Branded
experiences focus
on enabling
Lulelemon
Lulelemon
Sell
Product
s
$

Deliver
Services
$$

Enabling
Experiences
$$$$$
Umpqua Bank
Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
inno...
Brands seek to
build relationships
with people

Brands seek to
build relationships
between people
Customers trust cusyomers
Customer

Customer

Customer

Customer

Brand
facilitator

Customer

Customer

Customer

Customer
Movements – nike women
Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
inno...
Brand architecture
of diverse
separated brands

Brand architecture
built around
bigger ideas
Virgin
Virgin
brand extension
Dove
Diagram
Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
inno...
portfolio analysis
Revenue

Economic profit

Brand A

Value creators

Brand B

Brand C

Brand D

Brand E

Brand F

Brand G...
VW Group
Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
inno...
Brands results
measured by
revenue, share

Brand results
measured by
profit, potential
Brand value impact
Market cap $

Brand adds
value
Brand adds
value
Brand adds
value
Brand adds
value

Current
business
val...
“Moonshots”
“Moonshots”
Why go for 10%
When you can have 10x
brandlab brand innovation
How to innovate
How to innovate
the brand?
the brand?

Innovation
Be bold
Be brave
Be brilliant
GAMECHANGERS … Next generation strategies for brands and innovation
“Gamechangers: Are you ready to change the
world?” is ...
ACCELERATING GROWTH …
Engaging your people in a future vision … developing a new
business strategy … driving creativity an...
MARKET MAKERS …

peterfisk@peterfisk.com
www.theGeniusWorks.com

seeing things differently, thinking different things

+ge...
Genius = INSPIRING IDEAS + PRACTICAL ACTION
Strategic consulting
Exploring your biggest challenges and opportunities,
deve...
PETER FISK …

expert in strategy and brands, innovation and marketing
Peter is a strategic advisor to business leaders on ...
peterfisk@peterfisk.com
@geniusworks
www.theGeniusWorks.com

+genius
Brand Innovation by Peter Fisk
Brand Innovation by Peter Fisk
Brand Innovation by Peter Fisk
Brand Innovation by Peter Fisk
Brand Innovation by Peter Fisk
Brand Innovation by Peter Fisk
Brand Innovation by Peter Fisk
Brand Innovation by Peter Fisk
Brand Innovation by Peter Fisk
Upcoming SlideShare
Loading in...5
×

Brand Innovation by Peter Fisk

11,311

Published on

Innovating your brand - purpose, concept, solutions, experiences, extension, optimisation - for profitable growth. For more info contact peterfisk@peterfisk.com

Published in: Business, Technology
20 Comments
141 Likes
Statistics
Notes
No Downloads
Views
Total Views
11,311
On Slideshare
0
From Embeds
0
Number of Embeds
34
Actions
Shares
0
Downloads
552
Comments
20
Likes
141
Embeds 0
No embeds

No notes for slide

Brand Innovation by Peter Fisk

  1. 1. peterfisk@peterfisk.com theGeniusWorks.com @geniusworks +genius
  2. 2. Brands are not just about Brands today are more about Image Aspiration Promise Experience Difference Resonance Values Spirit Old new Consistent Coherence Awareness Participation Personal Shared Engaging Enabling Like Love Relationship Movement
  3. 3. Frame innovating the brand purpose Create innovating the brand concept Resonate innovating the brand story Cluster innovating the brand solution Enable innovating the brand experience Connect innovating the brand relationship Extend innovating the brand range Optimise innovating the brand portfolio Impact innovating the brand value
  4. 4. Frame innovating the brand purpose
  5. 5. Brands are about products and companies. Brands are about people and passions.
  6. 6. Seeing things differently Thinking different things Customer broader view Business Your narrow narrow view view You Customer
  7. 7. What’s your inspiring purpose? “To refresh the world. To inspire moments of optimism and happiness. To create value and make a difference." “To bring inspiration and innovation to every athlete* in the world (*If you have a body, you are an athlete).” “We add sparkle to people's everyday lives."
  8. 8. What’s your inspiring purpose “To be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.” “We delight customers worldwide through four actions … We define innovation. We create experiences. We live responsibility. We shape Audi" ”To be the world’s most respected and successful designer, manufacturer and retailer of the finest jewellery … committed to obtaining precious metals and gemstones, and crafting our jewellery in ways that are socially and environmentally responsible."
  9. 9. Frame innovating the brand purpose Create innovating the brand concept
  10. 10. Brands are labels of identity creating image Brands are real experiences enabling more
  11. 11. Renova
  12. 12. Being Becoming Doing Belonging
  13. 13. Redbull
  14. 14. Frame innovating the brand purpose Create innovating the brand concept Resonate innovating the brand story
  15. 15. Brands drive awareness with mass advertising Brands enable resonance with real-time stories
  16. 16. Persil dirt is gooda
  17. 17. Influence points Old Marketing Make aware Sell New Marketing Engage Enable more Amplify
  18. 18. Oreo
  19. 19. Frame innovating the brand purpose Create innovating the brand concept Resonate innovating the brand story Cluster innovating the brand solution
  20. 20. Brands are innovated by product function Brands are platforms to innovate business
  21. 21. IBM Smarter Planet
  22. 22. Brushed Steel Black t-shirts App Store Genius Bar Apple store Apple .com Mac Book iOS 99c Think different Most valuable brand Colour Made in California Music iTunes Apple logo Brand reputation Most valuable company iPhone iPod iPad Steve Jobs
  23. 23. Brushed Steel Black t-shirts App Store Genius Bar Apple store Apple .com Mac Book iOS 99c Think different Most valuable brand Colour Made in California Music iTunes Apple logo Brand reputation Most valuable company iPhone iPod iPad Steve Jobs
  24. 24. Apple made in California
  25. 25. Frame innovating the brand purpose Create innovating the brand concept Resonate innovating the brand story Cluster innovating the brand solution Enable innovating the brand experience
  26. 26. Branded experiences focus on selling Branded experiences focus on enabling
  27. 27. Lulelemon
  28. 28. Lulelemon
  29. 29. Sell Product s $ Deliver Services $$ Enabling Experiences $$$$$
  30. 30. Umpqua Bank
  31. 31. Frame innovating the brand purpose Create innovating the brand concept Resonate innovating the brand story Cluster innovating the brand solution Enable innovating the brand experience Connect innovating the brand relationship
  32. 32. Brands seek to build relationships with people Brands seek to build relationships between people
  33. 33. Customers trust cusyomers
  34. 34. Customer Customer Customer Customer Brand facilitator Customer Customer Customer Customer
  35. 35. Movements – nike women
  36. 36. Frame innovating the brand purpose Create innovating the brand concept Resonate innovating the brand story Cluster innovating the brand solution Enable innovating the brand experience Connect innovating the brand relationship Extend innovating the brand range
  37. 37. Brand architecture of diverse separated brands Brand architecture built around bigger ideas
  38. 38. Virgin
  39. 39. Virgin
  40. 40. brand extension
  41. 41. Dove
  42. 42. Diagram
  43. 43. Frame innovating the brand purpose Create innovating the brand concept Resonate innovating the brand story Cluster innovating the brand solution Enable innovating the brand experience Connect innovating the brand relationship Extend innovating the brand range Optimise innovating the brand portfolio
  44. 44. portfolio analysis Revenue Economic profit Brand A Value creators Brand B Brand C Brand D Brand E Brand F Brand G Value destroyers
  45. 45. VW Group
  46. 46. Frame innovating the brand purpose Create innovating the brand concept Resonate innovating the brand story Cluster innovating the brand solution Enable innovating the brand experience Connect innovating the brand relationship Extend innovating the brand range Optimise innovating the brand portfolio Impact innovating the brand value
  47. 47. Brands results measured by revenue, share Brand results measured by profit, potential
  48. 48. Brand value impact Market cap $ Brand adds value Brand adds value Brand adds value Brand adds value Current business value Connect Extend Cluster Enable Value creators Frame Create Resonate Brand innovation Optimise Potential business value
  49. 49. “Moonshots”
  50. 50. “Moonshots” Why go for 10% When you can have 10x
  51. 51. brandlab brand innovation How to innovate How to innovate the brand? the brand? Innovation
  52. 52. Be bold Be brave Be brilliant
  53. 53. GAMECHANGERS … Next generation strategies for brands and innovation “Gamechangers: Are you ready to change the world?” is the next book from Peter Fisk Are you ready to change the world? The new breed of market leaders think and act differently. They fuse digital and physical, global and local, ideas and networks. They win by being smart, fast and connected – rather than through scale and efficiency. They embrace all the new business tools - from empathetic design to disruptive technologies, social media to sustainable innovation – bringing them together for more impact. These are the building blocks for you to come a gamechanger too. • Human … customer-driven, human-centred emotionally-engaging business • Creative … design and innovation, to think bolder , different and better • Networked … built around networks and partnerships of supply and demand • Social … social media and online communities, but local and tribal too • Participative … crowdsourcing, co-creating, collaborating with customers • Responsible … doing better by doing good, socially and environmentally Explore and collaborate with the work in progress at www.Gamechangers.pro
  54. 54. ACCELERATING GROWTH … Engaging your people in a future vision … developing a new business strategy … driving creativity and innovation … developing a new brand … solving a complex problem fast … building your team strategy, brand and innovation consulting We develop the right approach for your business, working collaboratively to achieve your objectives better, faster. We combine a wide range of processes and tools, insights and ideas, people and partners Gamechanging strategies Collaborative discovery Possibility focused Leadership teams 3 intensive days Innovative solutions Deep insights, big ideas Customer experiences High energy workshops 8-12 day projects Brand blueprinting Portfolio and architecture Essence and propositions Experience delivery 15-75 day projects peterfisk@peterfisk.com www.theGeniusWorks.com
  55. 55. MARKET MAKERS … peterfisk@peterfisk.com www.theGeniusWorks.com seeing things differently, thinking different things +genius
  56. 56. Genius = INSPIRING IDEAS + PRACTICAL ACTION Strategic consulting Exploring your biggest challenges and opportunities, developing smarter strategies and innovative solutions for implementation and profitable growth. Customised approaches, built around these proven formats: Fit and focused on the future fast Future Fast, intense process helping executive teams rethink purpose and strategy in a fast changing world, and then to refocus and reinvent the business for the future. Recent clients: Cinnamon, Vodafone Smarter, faster innovation Innolab Accelerated and collaborative three phase process exploring insights, designing concepts and delivering innovative solutions for market success. Recent clients: Savola Foods, Turkcell Building a better brand Brandlab Developing or extending your brand for a better future, based on purpose and relevance, differentiation and identity, experience and effective delivery. Recent clients: Aeroflot, Philosophy Developing customer propositions myworld Developing fresh, distinctive value propositions for each target audience, building on the brand to engage customers and deliver better solutions. Recent clients: TeliaSonera, Visa Europe Optimising your business portfolio optima Exploring your biggest challenges and opportunities, developing smarter strategies and innovative solutions implementation and profitable growth. Recent clients: Microsoft, Pinar People development Developing people to think different and act smarter in the new business world, from summits and seminars, to practical workshops and retreats, the content and experience is designed around your people: Inspiring one-day masterclass Inspiring, practical and stretching 1-2 day seminars on future strategy and brands, marketing and innovation applied to your business issues and sector opportunities. Recent clients: BNP Paribas, Skanska Building winning teams Bringing your people together to rethink and refocus their priorities and direction. Designing and facilitating the format and content to energise, connect and enable. Recent clients: Hershey’s, Time Warner Developing new capabilities Working with you to design better programmes from 40+ modules, based on team and personal capabilities and priorities, qualifications and real impact. Recent clients: Coca Cola, Eczacibasi Innovative leaders From 2d to 4d: command and control to connecting and collaborating, catalysing and creating, amplifying potential to deliver business and market leadership. Recent clients: Coty Beauty, Lastminute We are the Market Makers Customer champions, business innovators, growth drivers … how to drive and align the business, and deliver more business and market impact. Recent clients: Nestle, Standard Life Inspiring keynotes Alibaba to Zidisha, Ashmei to ZaoZao, the next generation of brands are shaping markets with new ideas and tools. What does it take to compete, innovate and win in these new markets? Example themes for keynote speeches: Are you ready to change the world? How to shape your market in your own vision, not live in the shadow of others. How to innovate from the future back, then win now forward. What is the future of health, retail, travel and your world? Think Different like Steve Jobs Steve Jobs was a genius and a geek, who defied the rules of business to create new markets, and phenomenal results. How can you apply the magic of Apple to your business, and Steve to your leadership? What do our customers really want? What do post-crisis, digitally enabled, globally influenced customers really want? Connecting insights and trends, to explore how you can do more for your customers, and outthink the competition. Engage your left and right brain How to combine the analytical precision and disruptive imagination of your left and right brain to think bigger, simplify complexity, shape the future, innovate smarter, and make better decisions. How to think digital like GenY Young people, social media, mobile marketing … connecting digital and physical worlds, networks and content, viral storytelling and target promotions to deliver faster, exponential growth. +genius
  57. 57. PETER FISK … expert in strategy and brands, innovation and marketing Peter is a strategic advisor to business leaders on winning strategies and bolder brands, smarter innovation and better marketing … making sense of fast-changing markets, learning from the next generation of brands, digital and physical, large and small, west and east, new ideas and practical solutions … inspiring and enabling you to innovate and win in the exciting new world of business. In 2013 he entered the Thinkers 50 Guru Radar, recognising the world’s best new business thinkers, and is in demand around the world as a strategic consultant and energising speaker. Peter leads GeniusWorks, a business innovation specialist based in London, and works with senior management worldwide to “see things differently” – to develop and implement more inspired strategies for brands, innovation and marketing. FastFuture is a strategy accelerator for leadership teams, InnoLab is a facilitated innovation process based on deep customer insights and creative thinking, and BrandOptima is a platform to develop better brands and brand portfolios. He also offers a broad range of development workshops, combining new ideas, next practices and effective action. His next book is Gamechangers …about the next generation of businesses - from Alibaba to Zipcars, Ashmei to Zynga - who are transforming markets with bolder brands, smarter innovation and clever marketing. They play by different rules, embracing the growth of emerging markets and power of digital networks, human design and social entrepreneurship, and they win with better results. His previous books include Creative Genius bringing together entrepreneurs and artists, rockstars and rockets scientists, in "the essential guide to innovation for business leaders". Marketing Genius explores the left and right-brain approaches to competitive success (translated into 35 languages!), Customer Genius describes how to build a customer-centric business, Business Genius is about inspired leadership and strategy, whilst People Planet Profit explains how to grow, and be good. Peter grew up in the remote farming community of Northumberland, in the North East of England, and after exploring the world of nuclear physics, joined British Airways at a time when it was embarking upon becoming “the world’s favourite airline” and managed brands like Concorde. He went on to work with many of the world’s leading companies, helping them to grow more profitably by becoming more customer-centric in their structure, operations and leadership. He works across sectors, encouraging business leaders to take a customer perspective, and learning from different types of experiences. His clients include American Express and Aeroflot, Coca Cola and Cooperative Bank, GSK and Marks & Spencer, Microsoft and O2, Orange and Pfizer, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone. Email: peterfisk@peterfisk.com Twitter: @geniusworks Website: www.theGeniusWorks.com Project: www.Gamechangers.pro Previously he was CEO of the world’s largest marketing organisation, the Chartered Institute of Marketing. He led the strategic marketing consulting team of PA Consulting Group, was MD of Brand Finance and partner of The Foundation, before founding his own business, GeniusWorks.
  58. 58. peterfisk@peterfisk.com @geniusworks www.theGeniusWorks.com +genius
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×