Building Winning Consumer-Centric Brands by Peter FIsk
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Building Winning Consumer-Centric Brands by Peter FIsk

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Inspiring two-day masterclass ... highly energetic, practical and applied workshop for your brand managers and business leaders, understanding how the world's best brands are built, shaped and managed ...

Inspiring two-day masterclass ... highly energetic, practical and applied workshop for your brand managers and business leaders, understanding how the world's best brands are built, shaped and managed to be winners. Find out more by email peterfisk@peterfisk.com

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Building Winning Consumer-Centric Brands by Peter FIsk Building Winning Consumer-Centric Brands by Peter FIsk Presentation Transcript

  • building winning consumer-centric brands An inspiring two-day brand masterclass business and brand leaders
  • An inspiring two-day brand masterclass driven by your business issues, delivering real business impact 1 Consumer World Changing World Day 1, 0930 - 1300 2 Consumer Insights Consumer Propositions Day 1, 1400 - 1730 3 Consumer Delivery Consumer Experiences Day 2, 0930 - 1300 4 Consumer Businesses Delivering Results Day 2, 1400 - 1730 “Hello, I am your customer!” Customer world, changing perspective, creating value Capturing new insights and ideas, positioning brands for consumers and competitively Designing and delivering a great experience, by the whole organisation. Left brain, right brain of the new brand leader, seeing things differently Power shifts, global change, the impact of networks, and consumers in control. Building bolder brands that make people’s lives better, engaging and inspiring them Communicating brands through compelling stories, and across integrated media Aligning business and partners to deliver as customer-centric brands Whitespaces and business models – new opportunities to do more, and grow. Articulating brands in clear and relevant ways, essence and value propositions Building relationships, loyalty and community with social media and more Optimising brand and portfolio performance for profitability and growth. Air Asia and Apple, and the rise of new markets with new models Coca Cola and Nike, big brands for global markets, but making them local too. Aberchrombie and Ed Hardy on emotions, theatre and storytelling Zynga and Superdry driving change in response to a new world order. P&G and Pinkberry, how digital technologies are transforming experiences Samsung and Skoda, new ideas applied from other regions and categories Lego and Threadless on collaboration, co-creating and co-delivering. Apple and Virgin Galactic and making a bigger difference to your world. Market maps, value exchange, business models, business, brand and customer strategy. Consumer immersion, energiser pyramids, value propositions, brand canvas Experience design, concept innovation, integrated comms and media Brand leadership, brand equity and value, metrics and managing portfolios.
  • An inspiring two-day brand masterclass driven by your business issues, delivering real business impact 1 Consumer World Changing World Day 1, 0930 - 1300 Practical applications: 1. Seeing the bigger picture of how the business world is changing, and how business and brands need to change and do more too. “Hello, I am your customer!” Customer world, changing perspective, creating value Power shifts, global change, the impact of networks, and consumers in control. Whitespaces and business models – new opportunities to do more, and grow. Air Asia and Apple, and the rise of new markets with new models P&G and Pinkberry, how digital technologies are transforming experiences Market maps, value exchange, business models, business, brand and customer strategy. Business impact: 1. Employees engaged in the need to think differently, and energised by the new opportunities for your brands 2. Understanding the role of the customer (or consumer) in the value-creation system, and how it enables better results. 2. Clarity of understanding and terminology about the role and value of the consumer to your brands 3. Using whitespace mapping to consider new segments, categories, and areas for innovation, for profitable growth 3. Exploring new areas which could offer future areas and growth opportunities for your brands 4. Exploring alternative business strategies, and what they mean for brands in terms of focus, positioning and ways in which they win. 4. Understanding the connection between customers and strategy, and the options available to your brands 5. Using business model design to consider alternative commercial models, including new types of partnerships and new revenue streams. 5. Stretching thinking to understand how doing more for customers can lead to new areas of profitable growth 6. Exploring digital technologies and how they are reshaping business and consumer relationships, and opportunities to innovate. 6. Appreciating the diversity of new technologies which are no available to us (explored more later) 7. Applying the ideas from other sectors, and the companies who are shaping them, and winning, to our own sector and brands. 7. Inspiring people with real stories other places (large and small, east and west) to help them see new possibilities.
  • An inspiring two-day brand masterclass driven by your business issues, delivering real business impact 2 Consumer Insights Consumer Propositions Day 1, 1400 - 1730 Practical applications: Capturing new insights and ideas, positioning brands for consumers and competitively Building bolder brands that make people’s lives better, engaging and inspiring them Articulating brands in clear and relevant ways, essence and value propositions Coca Cola and Nike, big brands for global markets, but making them local too. Samsung and Skoda, new ideas applied from other regions and categories Consumer immersion, energiser pyramids, value propositions, brand canvas Business impact: 1. Considering the enduring and changing needs, wants and aspirations of consumers, and the range of techniques to enable this 1. Exploring how your brands existing and potential consumers are changing, and how we need to change. 2. Developing a “customer canvas” which brings together and interpret the many types of quant/qualitative consumer insights 2. Enhancing the insights with the broad range of sources your brands have at their disposal 3. Exploring the implications of consumer change on the role of brands, and how they need to change to respond. 3. Considering the implications for each of your brands, in terms of their relevant positioning and experience 4. Defining clearly the brand as a concept, its role in supporting consumers and business, and how to define and develop a customer-centric brand 4. Understanding the current “concept” of each of your brands and how it relates to consumers. 5. Using “consumer narratives” to articulate the brand in a way that is relevant and enabling to its target audiences 5. Articulating each of your brands in more topical and updated ways to be most relevant to target segments 6. Developing “value propositions” that translate the brand in specific and practical ways for each target consumer segment. 6. Developing value propositions which can shape future product/service priorities and communication. 7. Exploring the changing ways in which brands are managed and communicated, in particular in more local and community-based ways. 7. Considering innovative ideas to enhance our brands, by learning from brand leaders around the world.
  • An inspiring two-day brand masterclass driven by your business issues, delivering real business impact 3 Consumer Delivery Consumer Experiences Day 2, 0930 - 1300 Practical applications: Designing and delivering a great experience, by the whole organisation. Communicating brands through compelling stories, and across integrated media Building relationships, loyalty and community with social media and more Aberchrombie and Ed Hardy on emotions, theatre and storytelling Lego and Threadless on collaboration, co-creating and co-delivering. Experience design, concept innovation, integrated comms and media Business impact: 1. Designing a better experience for consumers using “experience mapping” of existing and potential in/tangible touchpoints “outside in” 1. Improving the attractiveness, efficiency and effectiveness of your brands experiences 2. Exploring how digital platforms, such as cocreation, social networks and viral media can innovate the experience in new ways 2. Exploring ways to improve your brands consumer engagement, and thereby brand preference and loyalty 3. Specifically considering how companies use Adwords, Facebook, Twitter, Google+ to build brand presence, advocacy and loyalty 3. Exploring ways to improve your brands use of digital media, to increase awareness and sales. 4. Considering the implications of changing the experience in terms of value to consumers, fit with brand, and profitable growth. 4. Ensuring that employees focus on new opportunities (especially digital) that have practical, profitable benefits. 5. Communicating the brand, and brand experience, in more topical, interesting and personal ways using a range of techniques 5. Exploring how your brands can better use existing media and agencies, for more impact 6. Understanding the role of different types of media, from advertising to events, to balance pull and push, boldness and participation. 6. Considering more integrated use of media that has most impact on brands and their consumers 7. Optimising and managing the brand experience, balancing the basic delivery of great brands, with new innovations. 7. Focusing on the basics as well as new ideas, to reinforce the importance of simply great brand experiences.
  • An inspiring two-day brand masterclass driven by your business issues, delivering real business impact 4 Consumer Businesses Delivering Results Day 2, 1400 - 1730 Practical applications: Left brain, right brain of the new brand leader, seeing things differently Aligning business and partners to deliver as customer-centric brands Optimising brand and portfolio performance for profitability and growth. Zynga and Superdry driving change in response to a new world order. Apple and Virgin Galactic and making a bigger difference to your world. Brand leadership, brand equity and value, metrics and managing portfolios. Business impact: 1. Defining customer-centric brand management that continues to be responsive and inspiring to its target audiences, and delivers best results. 1. Improving the effectiveness of brand managers in taking better consumercentric and commercial decisions. 2. Optimising the brand position, communication and experience delivery in order to maximise value to consumers, and short/longterm profit. 2. Commercially exploring how to maximise the value of each your brands, in a consumer-centric way. 3. Considering the overall portfolio of brands and how they most effectively work together and separately to reduce costs and grow revenues. 3. Commercially exploring how to maximise the value of your overall brand portfolio. 4. Clarifying the role of partners, from suppliers to affinity brands, for implications of the brand, and how they can enhance the experience. 4. Practically considering how to shape the role and requirements of your business and brand partners. 5. Defining the business metrics of a brand, how to measure brand equity and value, and how this drives business profitability and value creation 5. Focusing on the right performance metrics, so that brands are managed more effectively at every level. 6. Considering what I need to do as a leader (manager) of the business and brand in order to make these ideas happen practically 6. Ensuring that business and brand managers understand their roles in delivering performance. 7. And how I personally need to think differently, in order to embrace the new ideas, and engage and inspire the people I lead. 7. Each person understanding how they personally will change, and improve to deliver results for your brands.
  • How are you embracing the new consumer agenda, the changing needs and aspirations of your target audiences? We combine big trends with specific insights … Exploring what matters most to your consumers in today’s post-crisis uncertain world. © GeniusWorks 2013
  • As the world changes, how are you changing? How will you embrace the power shifts, mindset flips, technological impacts, consumer expectations, and changing rules of the business world? © GeniusWorks 2013
  • Defining a customer-centric framework … with10 concepts and 30 tools
  • Introducing a broad range of practical tools and techniques … Focusing on best customers Understanding people Discovering new insights Articulating propositions Engaging audiences Personalising experiences Building advocacy Delivering profitable growth
  • … to help brand leaders think differently, and deliver better results Seizing discontinuities Evaluating the best markets Co-creating innovation Deciding where to focus Launching new solutions Being different Reshaping the market Building strong brands
  • Evaluating how customer-centric your business is, and could be …
  • Example outputs © GeniusWorks 2013
  • “Gamechangers: Next Generation Brands and Business Innovation” … the next book from Peter Fisk 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.NextGenerationBrands.com
  • 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 © GeniusWorks 2013
  • Peter Fisk is a business and brand innovation expert. He 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. He was recently described by Business Strategy Review as “one of the 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. 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. .
  • Email: peterfisk@peterfisk.com Twitter: @geniusworks Website: www.theGeniusWorks.com Project: www.NextGenerationBrands.com