Genius Marketing 3/4 : 21C TOOLKIT

Genius Marketing The 21st Century Toolkit Peter Fisk Dubai, May 2011genius works

World changing Game changing Seeing things differently Thinking different things The 21st Century Toolkit Bold, brave and brilliantgenius works

The 21st Century Toolkitgenius works

ICONIC Apple and Obama embracing stories, distinction and aspirationsgenius works

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

PURPOSE BEYOND PROFITgenius works

CEMEX, SELLING CEMENT?genius works

… building communitiesgenius works

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

REFRAMING CONTEXT

ZAPPOS, SELLING SHOES?genius works

genius works … delivering happiness

BRAND BLUEPRINT

THE OLD BMWgenius works

THE NEW BMWgenius works

BRAND ESSENCE theGeniusWorks.com

genius works

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

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

PROPOSITIONS

PROPOSITIONSgenius works

Value Proposition theGeniusWorks.com

TATE MODERNgenius works

TATE MODERN

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

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

REDUCING TRAUMAgenius theGeniusWorks.com works

SHIGERU MIYAMOTOgenius works

CHANGING GAMINGgenius works

Parallel Markets theGeniusWorks.com

genius works

NETWORK POWERgenius works

SOCIAL MARKETINGCreators Activists Contributors Socialisers Spectators theGeniusWorks.com

genius works

SOCIAL MARKETING 1 2 3genius works

NETWORK POWERgenius works

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

Customer co-creation theGeniusWorks.com

THREADLESSgenius theGeniusWorks.com works

CO-CREATION BUSINESSgenius works

HYBRID EXPERIENCESgenius theGeniusWorks.com works

COLLABORATIVE Co-think Co-support Co-design Co-sell Co-develop Co-comm Co-decide

Creative Fusions theGeniusWorks.com

NIKE +genius works

NIKEgenius works

ENABLING MOREgenius works

CONNECTING PEOPLEgenius works

44% INCREASED PROFITSgenius works

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

GEEK SQUADgenius works

EXPERIENCESgenius works

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

Genius Marketing 3/4 : 21C TOOLKIT

by Peter Fisk on May 25, 2011

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Genius Marketing 3/4 : 21C TOOLKIT — Presentation Transcript