The Best of Marketing 2013-14 by Peter Fisk

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Peter Fisk captures the best moments of marketing around the world in 2013, and what they mean for sucess in 2014 ... "The Best of Marketing 2013-14" is now available as an inspiring keynote and …

Peter Fisk captures the best moments of marketing around the world in 2013, and what they mean for sucess in 2014 ... "The Best of Marketing 2013-14" is now available as an inspiring keynote and one-day workshop. Email peterfisk@peterfisk.com

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  • 1. +genius Peter Fisk explores the best moments of marketing in 2013, and the opportunities for 2014.
  • 2. +geniustheGeniusWorks.com peterfisk@peterfisk.com 23andMe … the DNA profiling business founded by Anne Wojcicki in San Jose went mainstream in 2013, reducing its prices from $999 to $99 and launching TV advertising. Simple “spit tests by mail” enable 23andMe to analyse your genetic profile, identifying everything from ancestry to future health conditions. Initial ads featured Mohammed Ali, and his fight against Parkinson’s, more recent versions have focused on the US obsession of family history. Angelina Jolie’s mastectomy gave the business huge publicity, whilst the business model behind the price cuts is all about building a huge DNA database that can change the way pharma companies develop drugs, and insurance companies evaluate life risks. For marketers the interesting lesson is how to engage consumers in new technologies, as well as rethinking business models and their potential through partners. In 2014, marketers need to work harder at applying the potential of new technologies in more human ways, building brands that ultimately make life better. …
  • 3. +genius Google X … whilst media attention has been on Google Glass, the augmented reality headsets, the real story is about how the search business is transforming many industries at its secret “Google X” labs. “Moonshot thinking” as chief scientist Astro Teller calls it, is about making impossible dreams happen. X’s largest project is actually for driverless cars, the innovation that Sergey Brin says is most exciting of all. This is a great example of companies “thinking bigger”, searching for more significant and disruptive ideas that create new markets rather than just evolving existing products, and tweaking price and positioning within existing markets. For marketers the lesson is about stretching imagination, becoming the futurists of their business, which ultimately will change perceptions of a business for investors, whilst inspiring customers and employees alike. In 2014, marketers need to think bigger about their next opportunities. As Google says “why seek to improve by 10% when you could do things 10 x better”. Far more inspiring. … theGeniusWorks.com peterfisk@peterfisk.com
  • 4. +genius Li and Fung … the 107 year old Hong Kong-based company entered its 40th country this year, creating “sourcing hubs” around the world supported by its 300 offices. For the first century, the business was a low cost manufacturer of clothing, but then rising standards of living made a low cost base impossible. So Li and Fung become a “network sourcing” business that connects companies (entrepreneurs and corporations) with everything they need to make their creative ideas happen. Li and Fung will find you the best investor, designer, manufacturer, distributor, merchandiser, accountant – whatever you need to be successful. 40% of the world’s clothing is now enabled by Li and Fung’s networks. For marketers this is a great example of the big global trend towards “ideas and networks” companies being the most successful – working in new types of partnerships that are creative, global and agile. In 2014, “ideas and networks” businesses will give marketers the infrastructure to extend their brands into new geographies and categories at less risk and more speed. … theGeniusWorks.com peterfisk@peterfisk.com
  • 5. +genius Organova … the world’s leading artificial organ business this year created a 3D-printed heart. Whilst the synthetic production of muscle tissues is becoming well established, moving to core organs which would otherwise require transplants has a fundamental impact on ethics and healthcare. 3D printing still seems like a gimmick, a step up from Play-doh, but it is revolutionising many industries. Another example this year is the Urbee 3D-printed car, which can be manufactured on location, saving huge amounts of time and expense in logistics and stock. For marketers this is about thinking different, applying new tech to different aspects of your business, to reduce costs and time, and thereby enable better solutions, and more local propositions. In 2014, marketers will embrace 3d printing as a platform for offering hyper-personalised, fast and local products in every category. … theGeniusWorks.com peterfisk@peterfisk.com
  • 6. +genius Pebble … the Pebble smartwatch was launched this year, with more fanfare, and more demand, than the Samsung Gear which arrived a few months later. Pebble started as a Kickstarter project with a goal to crowd-fund $100k … but exceeded that target, raising over $10 million. Co-funders are now receiving their watches, which can also be bought through retailers for $149. The watch connects with both iOS and Android phones, notifying its wearer of calls, texts, emails, calendar events and social media activity. Whilst it has been praised for its stylish design, easy connections, and long battery life, users have been frustrated by the limited apps so far available. In many ways it is part of a new alert-device category, alongside the likes of FitBit, Jawbone and Nike Fuel. The big lesson for marketing lies in the potential of crowds in pre-launching new products, whilst also in defining new categories which sit in the gap, or on the bridge, between others. In 2014, marketers will move to the next level in customer collaboration, … co-funding, co-designing, co- building, co-marketing, co- supporting, co-rewarding … theGeniusWorks.com peterfisk@peterfisk.com
  • 7. +genius Apple … whilst 2013 has been a year of questions for some Apple fans, whether Tim Cook can sustain the incredible growth of the Cupercino circus, and uncertainty over the refreshed iOS7 design from Jonathan Ive, in other ways Apple has made more impact than ever. Most significantly, the iPad has become the platform for a multitude of adapted business activities, enabling everyone from airline crew to hospital doctors to change the way the work, faster and cheaper, smarter and more human. The iPad Mini for example has been a revelation to doctors who can now slip it into their white coats and have all the information they ever need about patients, conditions and medication, instantly at the patient’s bedside. For marketers, an example of the benefit in working through the niche applications of products to transform different customer experiences. In 2014, marketers will need to recapture their thirst for disruptive innovations, realising that derivative price-point thinking is a danger to their brands, as it is to Apple. … theGeniusWorks.com peterfisk@peterfisk.com
  • 8. +genius ARM … the Cambridge-based designer of microprocessor has long been the arch rival of Intel. ARM’s business model is about designing the patterns and then outsourcing the manufacturing, rather than actually making the chips like Intel. This means ARM can work more globally and flexibly with many more partners, faster to respond to new trends. ARM’s low-energy products are more suited to small devices like smartphones and tablets, whereas Intel has focused on larger computers. The small and smarter trend in smartphones, watches, tablets, favours ARM, and this year saw the British company exceed the sales of its big rival for the first time. In 2014, marketers will need to think mobile first, thinking “so-lo-mo” and embracing data more powerfully. They also need to become ever more IP savvy, understanding what it really is that they do uniquely, and how they can monetise this in more effective ways. Partnerships become ever more important in connecting the right ideas with global markets. … theGeniusWorks.com peterfisk@peterfisk.com
  • 9. +genius P&G … AG Lafley returned as CEO, the consumer goods giant having lost its way trying to embrace the digital world with soap and cosmetics. Lafley’s first action was a letter to all staff reminding them of what matters most – the consumer. The simplicity of his obsession saw a tripling of P&G’s market value in his previous decade as CEO, and whilst it doesn’t mean the consumer is always right, it does mean that taking a consumer rather than product perspective is the foundation of more relevant marketing, and successful innovation. His letter to employees (read it on my blog!) is a fabulous reminder of what matters most to marketers, inside P&G and everywhere else too. In 2014, marketers everywhere should remember that despite the dazzling technologies and accelerating innovations, customers (or consumers) are still “the boss”. … theGeniusWorks.com peterfisk@peterfisk.com
  • 10. +genius Nike … CEO Mark Parker is a marketer, and an example of the trend towards more business leaders coming from a background that is creative and consumer orientated. Whilst Nike celebrated 25 years of its “Just do it” slogan this year, Parker reiterated his belief that the business is not about shoes and clothing, but about what it enables its consumers to do. Just like Phil Knight said from Nike’s founding, on every tag inside the shoe, Nike is dedicated to delivering your best performance, be that running a faster marathon, a more enjoyable gym workout, monitoring your fitness level with Nike Fuel, or sharing experiences with Nike+ devices and software. For marketers, it is about brands defining the consumer’s aspirations, extending for beyond a product-centred core. In 2014, marketers need to add value beyond their core – additional products and services that enable customers to achieve more. They will also become ever more influential in business, driving creative and customer thinking, but also becoming the most likely CEOs. … theGeniusWorks.com peterfisk@peterfisk.com
  • 11. +genius Red Bull … last year it was about space jumps, with the Stratos Project, this year Red Bull Media House moved to the heart of the business, with CEO Dietmar Mateshitz pronouncing that Red Bull is firstly “a media brand that currently makes drinks”. A little like Nike, this reflects brands refocusing around consumers, their aspirations and experiences, rather than being a label of a company or product. It also reflects a growing trend for marketers to take their core creative process in-house. In an ideas world, no longer can they afford to outsource their creativity to agencies who need to work harder and together, in connecting with consumers. Whilst a collaborative process, Red Bull recognised that ideas are their core asset which they need to nurture and grow. In 2014, marketers need to rethink their agency relationships. Ad agencies are no longer top dogs, but neither is any other media. Marketers need to take a lead in creative thinking, and more integrated media planning and execution. … theGeniusWorks.com peterfisk@peterfisk.com
  • 12. +genius Dollar Shave Club … founder Michael Dubin continued to produce his irreverent low-budget ads for US television, using low cost, amateurish production quality to promote his shaving foam as “f*****g great!” And that’s about it. The viral impact of youth did the rest for him, showing that being different, having attitude, and “being real” are actually endearing factors to millennials. Marketers in 2014, need to think ever more openly about what cuts through the competitive noise, and creates resonance with their target audience. Gen Y will soon account for 30% of most markets, so marketers need to find a new voice to engage them. This also means that brands and products need to become more diverse yet focused … one product having multiple propositions to engage each of its increasingly different audiences. … theGeniusWorks.com peterfisk@peterfisk.com
  • 13. +genius Oreo … the most publicised marketing event of the year, was Oreo’s quick thinking “You can still dunk in the dark” tweet in response to the Superbowl power cut. Whilst it demonstrated that marketers need to be much more “real time” and agile in their creativity and communications, it was also quite obvious. Perhaps more significant is creating the conditions, empowered and ready, for marketers to be able to make fast decisions like this without sign-off, or long internal processes. In 2014, real-time marketing will become the central day-to-day activity of marketers, connecting with current topics and real-time events, being fast and spontaneous, creating dialogues rather than pushing planned campaigns. This isn’t just about Facebook and Twitter, nor about viral gimmicks, it’s about fundamentally changing when, where and how brands engage with people in their lives. … theGeniusWorks.com peterfisk@peterfisk.com
  • 14. +genius Nokia … the death of a technology giant, perhaps not surprising to those of us smartphone users who let go of our Nokia’s some years ago. But what was interesting is that this is the company who had transformed itself so many times before – from being Finland’s largest forestry company, to being the leading shipbuilder, it grasped the opportunity of mobile tech. But then it let in a generation of people who were blinkered by scale and success, and lost the ability to keep changing. In 2014, marketers need to be ever more agile, questioning everything from what market they are really in, to who their competition actually is. The answers may be unconventional, but also stimulating. … theGeniusWorks.com peterfisk@peterfisk.com
  • 15. +genius Square … Jack Dorsey’s simple dongle plugs into your phone or tablet and becomes a payment card reader, transforming the potential of small businesses across the world. Market stalls to cupcake shops, plumbers and window cleaners, can now all accept payments by card. Whilst the system still wirelessly links into the conventional payment networks, with the same security to both consumer and retailer. In 2014, marketers need to get back to the idea of making life better for each customer segment … and in particular thinking about how simplicity can beat complexity, redesigning experiences from the customer’s perspective. In fact “outside in” is a much better way to innovate, understanding the real frustration or aspiration, and then exploring the products and services that could most effectively address this. … theGeniusWorks.com peterfisk@peterfisk.com
  • 16. +genius Xiaomi … the Chinese Apple-imitator is growing like wildfire in Asia, fuelled by the Steve Jobs-like on-stage antics of its CEO Lei Jen. Wowing the crowd, jeans and turtle neck, rock music and magical words. Whilst it benefits from the protectionism of its government, Xiaomi can ride a huge wave of growth as Chinese open their eyes to consumerism with new aspiration and wealth. By securing preferential deals with Chinese parts manufacturers it also has the potential to eventually outplay Apple. In 2014, marketers need to look east not west, for new customers and competitors, but also inspiration. Gone are the hero-worshipping days of Made in USA, China and India, and beyond, now have the creativity as well as efficiency to look up to. Whilst emerging markets have emerged, and grow fastest, we should also focus on doing more for the key markets of young and old, women and urban, ethnic and poor. … theGeniusWorks.com peterfisk@peterfisk.com
  • 17. +genius Peter’s new book “Gamechangers: Next Generation Brands” will be launched in April 2014 including 120 new case studies from around the world … Alibaba and Air Asia, Ashmei and Azuri Tech … to ZaoZao and Zappos, Zidisha and Zipcars … Peter explores how we can learn from the world’s most innovative business, how they are shaking up markets by changing the game … and how marketers need to step up to the challenge of being “market makers”, inspiring their business, shaping the future in their own vision. Find out more at Gamechangers.pro … theGeniusWorks.com peterfisk@peterfisk.com
  • 18. 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. .
  • 19. Business vision Masterclasses Gamechangers Innovation Business summits Think Different Brand strategy Customised Development New Customer Agenda Propositions Innovative Leaders Einstein Picasso Business impact Market Makers GenY+SoLoMo=expG Future Innolab Brandlab optima fast Strategic consulting Practical development Inspiring keynotes Contact Peter Fisk at peterfisk@peterfisk.com or +44(0)783448383 … new articles, book extracts, videos, and blog at www.theGeniusWorks.com Exploring your biggest challenges and opportunities, developing smarter strategies and innovative solutions for implementation and profitable growth. Customised approaches, built around these proven formats: 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 Accelerated and collaborative three phase process exploring insights, designing concepts and delivering innovative solutions for market success. Recent clients: Savola Foods, Turkcell 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 fresh, distinctive value propositions for each target audience, building on the brand to engage customers and deliver better solutions. Recent clients: TeliaSonera, Visa Europe Exploring your biggest challenges and opportunities, developing smarter strategies and innovative solutions implementation and profitable growth. Recent clients: Microsoft, Pinar 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, 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 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 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 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 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 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: 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? 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 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. 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. 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
  • 20. Email: peterfisk@peterfisk.com Twitter: @geniusworks Website: www.theGeniusWorks.com Project: www.Gamechangers.pro