Genius Marketing Lab - Smarter Brands Faster Networks - by Peter Fisk


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Genius Marketing Lab recently held in Cairo as part of The Godfather v The Gamechanger with Philip Kotler and Peter Fisk

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Genius Marketing Lab - Smarter Brands Faster Networks - by Peter Fisk

  1. 1. +genius marketing labPeter +genius
  2. 2. Change … Winning as a 21st century ‘Gamechanger’ Smarter … Unlocking the power of your brand Faster … Unlocking the power of your networks Impact … making it happen now
  3. 3. ChangeWinning as a 21st century ‘Gamechanger’
  4. 4. +genius
  5. 5. Who are your most 1 What is your brand’s 1 How can to be more Economic crisis was theimportant customers, or Customers are intelligent inspiring purpose Marketing is about engaging relevant for each“fans”? a changing world cry of and demanding beyond profit? and enabling people different audience? Technology disruptsWhat “energises” your 2 How do toneed to do more 2 Brands make Customers are participants, What distinctively do and connects everythingbest customers for people than logos people’s lives, and the you enableand innovating. creating people toemotionally? world, better? achieve better? Power shifts from West to Competitors challenge Platforms and propositionsWhat do they small to East, big to what 3 What is theand cross-sector 3 globally revolution, How do stronger brands build you offerbe “enabled” to do, that the cause, the fantastic “value” and be New opportunitiesthey cant do now? Customers have new movement, you lead? profitable? and communities Networks emerge in whitespaces attitudes and priorities deliver faster connectionsExamples: Examples: Examples: Winning is about ideasGaranti, Skoda, Tumi Benetton, Cemex,matters Value creation Virgin Lego, Mini, T-Boxwhilst also Focus on now not about capabilities more than size or share designing the future +genius
  6. 6. attention participation Functional EMOTIONAL Push Pull interruption Engagement market +genius
  7. 7. Next generation businesses Smaller and faster, they play Gamechangers see thingsexploiting disruptive change “judo” against old leaders. differently …Seizing new opportunities of Ideas and IP at their core, • Humanemerging and growth markets delivered with partners. • Creative • ResponsibleGlobal and local, focused on Engaging people individually, • Networkedniche audiences and needs. enabling them to do more • Social • ParticipativeFusing digital and physical to Innovating business modelscombine the best of both. to engage and differentiate They rethink, reframe, reinvent and restart …Shaping markets in their own Winning by profit not volume,vision, focus and innovation. advocacy not advertising. Smarter and faster.. +genius
  8. 8. © GeniusWorks 2012. All rights reserved. +genius
  9. 9. © GeniusWorks 2012. All rights reserved. +genius
  10. 10. Gamechanger Profiler +genius Human Creative Responsible Networked Social Participative Purpose to make Shaping markets Making a difference Building networks Connecting Collaborating to life better in a through vision and socially and of partners and people and their engage and profitable way total innovation environmentally customers passions enable more 20 20 20 20 20 20 15 15 15 15 15 15 10 10 10 10 10 10 5 5 5 5 5 5 0 0 0 0 0 0Objective to make Competing by Complying with Using existing Customers are Making andgreat products and being slightly legal and ethical supply and anonymous and selling products to maximise profits better or cheaper standards distribution chains individual customers© GeniusWorks 2012
  11. 11. +genius Who is really good at What could you do this in your world? in your business? Human … customer-driven, human-centred emotionally- Silent Silent engaging business Creative … innovative to think bolder and simpler, Silent Silent different and better Responsible … doing better by doing good, Silent Silent socially and environmentally Networked … built around networks and partnerships of Silent Silent supply and demand Social … social media and online communities, but local and tribal too Silent Silent Participative … crowdsourcing, co-creating, collaborating with customers Silent Silent© GeniusWorks 2012. All rights reserved.
  12. 12. +genius marketing lab +genius
  13. 13. SMARTERUnlocking the power of your brand
  14. 14. +genius
  15. 15. 1 1 1 1 Who are your most 1 What is your brand’s 1 How can to be more important customers, inspiring purpose relevant for each or “fans”? beyond profit? different audience?2 2 2 2 What “energises” your 2 How do to make people’s 2 What distinctively do best customers lives, and the world, you enable people to emotionally? better? achieve better?3 3 3 3 What do they what to 3 What is the revolution, 3 How do you offer be “enabled” to do, that the cause, the fantastic “value” and be they cant do now? movement, you lead? profitable? Examples: Examples: Examples: Garanti, Skoda, Tumi Benetton, Cemex, Virgin Lego, Mini, T-Box +genius
  16. 16. 1 Build brand platforms, 1 Develop concepts not 1 Rethink the “system” not campaigns products or services that enables customers2 Enable participation 2 Combine unusual ideas 2 Explore value spots and not interruption to create fusions new revenue streams3 Create content, don’t 3 Reframe your brand 3 Design a differentiating just sell stuff around what you enable business model Examples: Examples: Examples: IBM Smarter Planet Umpqua Bank Spotify Nike+ Grameen Danone Ultra 10 +genius
  17. 17. +genius What is your purpose? Silent Who are the participants? Silent What is the proposition? Silent What is the How will you content? Silent attract people? Silent What will be How will they created? Silent participate? Silent What will be How will it iconic? Silent self-sustain? Silent© GeniusWorks 2012. All rights reserved.
  18. 18. +genius What are the existing What can you learn from characteristics of your your “creative parallel” What is the fusion? industry? (sector, geography)? Silent Silent Silent Cashiers Cashiers Cashiers Bars Bars Bars Long Queues Long Queues Long Queues Finance Finance Finance Complicated Complicated Complicated Transactions Transactions Transactions Boring Boring Boring© GeniusWorks 2012. All rights reserved.
  19. 19. +genius Freemium How could you give your product away Silent free and still make money? Gateway How could your be the aggregator for Silent your marketplace or customer type? Subscription How could you sell subscriptions Silent (leasing, rental, pay per use)?© GeniusWorks 2012. All rights reserved.
  20. 20. +genius marketing lab +genius
  21. 21. FASTERUnlocking the power of your networks
  22. 22. +genius
  23. 23. 1 Who can do each aspect 1 Who are the brands 1 Which online or physical of your business better that your target networks do your than you? customers trust most? customers belong to?2 How could you work 2 How can you be an 2 How could you support faster and smarter with ingredient in another them in connecting with each business partner? brand’s concept? each other?3 Could you partner with 3 Which aspects of your 3 How can you add more your competitors to each business could you value and content to their more together? license or franchise? networks? Examples: Examples: Examples: Ed Hardy, P&G, Tchibo M-Pesa, Groupon, StarAllnc Natura, Lego, Harley +genius
  24. 24. 1 Find “affinity brands” 1 Integrate media around 1 Drive communication who your customers love “social” and “local” around topical agendas2 Be a “solution“brand, 2 Integrate media around 2 Employ “connectors” to aggregating others “local” and “mobile” bring people together3 Add your brand as an 3 Integrate media around 3 Promote “extreme” and “ingredient” of others “soclal” and “mobile” celebrity users Examples: Examples: Examples: Amazon Threadless Pinkberry Gore Mini Superdry +genius
  25. 25. +genius Affinity branding Which brand How could you does your add love with an customer love affinity brand? and trust most? Solution branding Which other related brands How could you do they use as add value as a part of solution? solution brand? Which other Ingredient branding brands could How could you use you as part add reach as an of their solution? ingredient brand?© GeniusWorks 2012. All rights reserved.
  26. 26. +genius Social media is tribal and collaborative (eg Facebook, sports clubs, employer) How can you How can you combine combine social + local? social + mobile? How can you combine local + mobile? Local media is about relevance Mobile media is about time and personal (eg Foursquare, and place (eg Google, Groupon, local press) Kelkoo, Epocrates)© GeniusWorks 2012. All rights reserved.
  27. 27. +genius Creating a debate Hot topic Go though agendas connectors Having a Engaging cause ultra-users Just being Guerrilla human actions Building a movement© GeniusWorks 2012. All rights reserved.
  28. 28. +genius marketing lab +genius
  29. 29. IMPACTMaking it happen now
  31. 31. 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 most+genius +genius
  32. 32. More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused 1 2 3 4 5 6 7 Customers Be the Go deep Have an Deliver Tell a Find the Don’t define Specialise in Relationship as thought diving for inspiring more social different emerging markets by one niche not building Participants leader insights purpose benefits story whitespaces geography everything 8 9 10 11 12 13 14 Brands Create your Tell your Define what Have a Express Become an Focus on the Changed as character and inspiring you enable cause you yourself more ingredient one word that priorities Ideas personality story people to do believe in flexibly brand defines you 15 16 17 18 19 20 21 Solutions Redefine Customise Co-create Offer a Develop Innovate the Rationalise as your market solutions for products and new type of new entry system your product Enablers on your terms each person services guarantee points (do an iPod) portfolio 22 23 24 25 26 27 28 Pricing Make it free Offer luxury Customers Charge for Reengineer Super-size Enable Shorter more Win and as redefine you products at a choose their services and mini-size Share risk to price group buying selective winback Context b-model) low prices price (time, advice) your offers points incentives promotions 29 30 31 32 33 34 35Communication Have an Be open, Co-create Be the local Create a Encourage Stay fresh, as opinion, be honest and your media partner, branded tweets, blogs topical and Engagement provocative authentic and message small, caring game and fanclubs relevant 36 37 38 39 40 41 42 Distribution Fewer, more Link with Cross sell Reduce Deliver License and Target Retain and Go green as exclusive Accelerate affinity partners, and impact and integrated franchise non-existing Profit grow now Partners Partners brands them you waste experiences your concept customers 43 44 45 46 47 48 49 Relationships Create a Celebrate Give Enable Facilitate and Incentivise Do more Maintain Get our as members their success customers customers to support their customer for your best confidence thereCommunities club (and yours) equity do good communities referrals customers +genius
  33. 33. +genius
  34. 34. +genius What should you stop? What should you do better? What should you start?© GeniusWorks 2012. All rights reserved.
  35. 35. +genius Beyondl End of phase 3 (January 2014) Next End of phase 2 (July 2013) Now End of phase 1 (January 2013) Jan2012© GeniusWorks 2012. All rights reserved.
  36. 36. +genius© GeniusWorks 2012. All rights reserved.
  37. 37. Peter Fisk is about inspiring ideas and accelerating growth … a best-selling author andinspirational speaker, and strategic consultant to leading companies around the world .Peter leads GeniusWorks, a strategic innovation business based in London and Budapest,Istanbul and Dubai, that works with senior management to “see things differently” – to developand implement more inspired strategies for brands, innovation and marketing. Gamechanger isa strategy accelerator for leadership teams, Innolab is a facilitated innovation process based ondeep customer insights and creative thinking, and BrandOptima is a platform to develop betterbrands and brand portfolios.His new book Creative Genius brings together entrepreneurs and artists, rockstars and rocketsscientists, in "the essential guide to innovation for visionaries, border crossers and gamechangers". From Air Asia to Virgin Galactic, Gaga to Miyamoto, it offers 50 inspirational tracks toinspire your ideas, and make them happen. Marketing Genius explores the left and right-brainapproaches to competitive success (translated into 35 languages), Customer Genius describeshow to build a customer-centric business, Business Genius is about inspired leadership andstrategy, whilst People Planet Profit explains how to grow, whilst doing good.Peter grew up in the remote farming community of Northumberland, in the North East ofEngland, and after exploring the world of nuclear physics, joined British Airways at a time whenit was embarking upon becoming “the world’s favourite airline” with roles in sales, marketingand brand management.He went on to work with many of the world’s leading companies, helping them to grow moreprofitably by becoming more customer-centric in their structure, operations and leadership. Heworks across sectors, encouraging business leaders to take a customer perspective, andlearning from different types of experiences. His clients include American Express and Aeroflot,Coca Cola and Cooperative Bank, HSBC and , Marks & Spencer and Microsoft,O2 and Orange, Philips and Red Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra andVirgin, Visa and Vodafone.He was also the transforming CEO of the Chartered Institute of Marketing, the world’s largestmarketing organisation. 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. Hewas recently described by Business Strategy Review as “one of the best new business thinkers”and is in demand around the world as an expert advisor and energising speaker. +genius.
  38. 38. “Genius” is about inspiring ideas and accelerating growth … bolder brands, smarter innovation, better marketing +genius
  39. 39. “Genius” is about inspiring ideas and accelerating growth … bestselling books and inspirational events +genius
  40. 40. “Genius” is about inspiring ideas and accelerating growth … accelerated consulting and people development +genius
  41. 41. “Genius” is about inspiring ideas and accelerating growth … with partners around the world to make it +genius
  42. 42. +genius