Your SlideShare is downloading. ×
0
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Genius Marketing 3/4 : 21C TOOLKIT
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Genius Marketing 3/4 : 21C TOOLKIT

1,936

Published on

Part 3 of Peter Fisk's masterclass at LBFME in Dubai on 24 May 2011

Part 3 of Peter Fisk's masterclass at LBFME in Dubai on 24 May 2011

Published in: Business
0 Comments
2 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,936
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
270
Comments
0
Likes
2
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Genius Marketing The 21st Century Toolkit Peter Fisk Dubai, May 2011genius works
  • 2. World changing Game changing Seeing things differently Thinking different things The 21st Century Toolkit Bold, brave and brilliantgenius works
  • 3. The 21st Century Toolkitgenius works
  • 4. ICONIC Apple and Obama embracing stories, distinction and aspirationsgenius works
  • 5. ICONIC Apple and Obama embracing stories, distinction and aspirations RESPONSIBLE DESIGNED From Nintendo to Aravind and Tesla Shanghai Tang, delivering social and function and form environmental that enables innovation more NETWORKED COLLABORATIVE Current TV and Alibaba and Lego, Threadless, connecting your co-creating and customers and user-generated partners HUMAN Focused From Aveda to Aberchrombie to Pixar, more Zappos, they know purpose and more who, what and empathy for where matters people mostgenius works
  • 6. PURPOSE BEYOND PROFITgenius works
  • 7. CEMEX, SELLING CEMENT?genius works
  • 8. … building communitiesgenius works
  • 9. Context tree Car Gym Office Travel Kit Drink Sports Design Friends Work Enablement context Family Summer Food NutritionColour Vacation Suncare Application context Fashions Home Appearance Hair Skincare Body Clothing Clean Functional context Dressing Washing Shaving theGeniusWorks.com
  • 10. REFRAMING CONTEXT
  • 11. ZAPPOS, SELLING SHOES?genius works
  • 12. genius works … delivering happiness
  • 13. BRAND BLUEPRINT
  • 14. THE OLD BMWgenius works
  • 15. THE NEW BMWgenius works
  • 16. BRAND ESSENCE theGeniusWorks.com
  • 17. genius works
  • 18. Era 1 Era 2 Era 3 Diesel brand “Greasy rockability” “Quirky fashionistas” “Conscious hedonism” 1978-1993 1993-2000 2000—present Reason for Dress the tough guys and Make people feel different Help people carry a more being their smoking girls and provocative pleasant existence Audience Tough guys wannabes Intelligent urban Hedonistic hipsters fashionistas Value Stylish jeans and workwear Affordable fashionable Fun, imaginative and proposition with a used worn-out look urban street wear colourful fashiion Differentiation Worn-out style Risky and experimental Stimulating happy clothing hard urban style Persona Tough, wild, adventurous, Provocative, polemical, Wit, culture aware, living on the edge sarcastic, extravagant conscious, ironic, naive Associations Rebels, hot chicks, bikes, Political issues, social Youth, vitality, happiness, gas stations, 60s conventions, sexuality hedonism, sex Range of Jeans and workwear Jeans, clothing, shoes, Jeans, clothing, watches, authority fragrances sunglasses, shoes, bags, fragrances, hotels, fashiongenius works
  • 19. Value Proposition Customer value proposition The target customer Who? (Who is the target segment) The customer context What? (What they want to achieve) + The distinctive benefits Why? (How you help them do it better) + The relative price position How much? (% more or less than alternatives) - The customer trade offs What not? (What they could get else where) - Value to customer = theGeniusWorks.com
  • 20. PROPOSITIONS
  • 21. PROPOSITIONSgenius works
  • 22. PROPOSITIONSgenius works
  • 23. Value Proposition theGeniusWorks.com
  • 24. TATE MODERNgenius works
  • 25. TATE MODERN
  • 26. Customer CANVASWho? Why? Customer Profitability perception Customer Analysis analysis Segmentation Brand Reputation Customer Media External Competitive database comments and Market Benchmarking profiling awards models Product Customer Customer Preferred Preference needs/wants satisfaction customisation modelling analysis and NPS options Channel Customer Customer preference energiser Frontline analysis pyramids problems and feedback complaintsWhat? How? theGeniusWorks.com
  • 27. Customer INSIGHTS Energisers“Aspirations” “Distinguishers” Surprising people memorably Enablers “Wants” “Differentiators” Enabling people to do more Essentials “Needs” “Must Dos” Delivering what is expected theGeniusWorks.com
  • 28. REDUCING TRAUMAgenius theGeniusWorks.com works
  • 29. SHIGERU MIYAMOTOgenius works
  • 30. CHANGING GAMINGgenius works
  • 31. Parallel Markets theGeniusWorks.com
  • 32. genius works
  • 33. genius works
  • 34. genius works
  • 35. NETWORK POWERgenius works
  • 36. SOCIAL MARKETINGCreators Activists Contributors Socialisers Spectators theGeniusWorks.com
  • 37. genius works
  • 38. SOCIAL MARKETING 1 2 3genius works
  • 39. NETWORK POWERgenius works
  • 40. NETWORK POWER 3000 “lead users” co-create customised products and recommend others 4.0 million worldwide users register their details enabling a personal dialogue and relationship 8.6 million worldwide users participate directly with Lego in their online community, but are not registered by name 20.4 million customers worldwide bought a Lego set in the past 12 months for their own or other active householdsgenius works
  • 41. Customer co-creation theGeniusWorks.com
  • 42. THREADLESSgenius theGeniusWorks.com works
  • 43. CO-CREATION BUSINESSgenius works
  • 44. HYBRID EXPERIENCESgenius theGeniusWorks.com works
  • 45. COLLABORATIVE Co-think Co-support Co-design Co-sell Co-develop Co-comm Co-decide
  • 46. Creative Fusions theGeniusWorks.com
  • 47. NIKE +genius works
  • 48. NIKEgenius works
  • 49. ENABLING MOREgenius works
  • 50. CONNECTING PEOPLEgenius works
  • 51. 44% INCREASED PROFITSgenius works
  • 52. Customer Experience Passive experience Brand as an Brand as an Scripted educator entertainer Unscripted delivery delivery Brand as a Brand as a guide coach Active experience theGeniusWorks.com
  • 53. GEEK SQUADgenius works
  • 54. EXPERIENCESgenius works
  • 55. New ideas, downloads, blog and videos www.theGeniusWorks.com Email peterfisk@peterfisk.com Twitter @geniusworks Creative Genius … the essential innovation guide for market visionaries, border crossers and game changers … by Peter Fisk inno.lab… the accelerated innovation process, to stretch your thinking, focus your action, and inspire your peoplegenius works

×