Winning as a 21st Century Marketer by Peter Fisk

Winningas a 21st centurymarketerPeter Fisk,28 November 2011

World changing,1 game changing Shaping markets2 from the future back Building brands3 from the outside in Being bold,4 brave and brilliant

Vibrant marketsgenius works

Declining marketsgenius works

Opportunities unlimitedgenius works

… if you think differentlygenius works

World changing, 1 game changing• Shifting power• Intelligent consumers• New business models• Shaping markets• New market leaders

West Eastgenius works

West East Big Smallgenius works

West East Big Small Business Consumergenius works

West East Big Small Business Consumer Mass Nichegenius works

West East Big Small Business Consumer Mass Niche Volume Valuegenius theGeniusWorks.com works

here’s to the crazy ones ... “Times of turbulence are the mostThe misfits. The rebels.The troublemakers. exciting times ... becauseThe round pegs in the square holes.The ones who see things differently. everything changes”Theyre not fond of rules.And they have no respect for the status quo.You can praise them, disagree with them,quote them, disbelieve them,glorify or vilify them.About the only thing you cant do isignore them.Because they change things. theGeniusWorks.comgenius works

iPod born in a recession 2001 MTV born in a recession 1981 Microsoft born in a recession 1975 HP born in a recession GEborn in a 1929recession 1876 theGeniusWorks.com

VUCA WORLDgenius works

VolatileUncertain ComplexAmbiguous

VibrantUnREALCrazyAstounding

Game Changinggenius works

GAME CHANGINGgenius works

Game changinggenius works

GAME CHANGINGgenius works

IDEAS WORLDgenius works

More Humangenius works

More PERSONALgenius works

genius works

More EXPERIENTIALgenius works

More Fungenius works

CHANGING WORLD CHANGING marketinggenius works

RATAN TATA DAVE STEWART Dave Stewart Shigeru MiyamotoAndrea Jung John Maeda Steffi GERMANOTTA Lady GagaReid Hoffman Jack Ma Sergio Marchionne

FROM us ...genius works

genius ... To them works

Customers BRANDS PRODUCTS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com

Customers Participants BRANDS PRODUCTS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com

Customers Participants BRANDS Ideas PRODUCTS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com

Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com

Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION PLACERELATIONSHIPS theGeniusWorks.com

Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION Engagement PLACERELATIONSHIPS theGeniusWorks.com

Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION Engagement PLACE PARTNERSRELATIONSHIPS theGeniusWorks.com

Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION Engagement PLACE PARTNERSRELATIONSHIPS COMMUNITIES theGeniusWorks.com

Shaping markets 2 from the future back• Redefining markets• Growth opportunities• Challenging the rules• Imagination• Business innovation

Future backgenius works

Now forwardgenius works

Future backgenius works

Future back Now forwardgenius genius works works

Future back theGeniusWorks.com

Opportunities

E7 Nations

E7 Nations Cities

E7 Nations Water Cities

E7 Nations Water Cities GRIN

E7 Nations Women Water Cities GRIN

E7 Nations Women Water Cities GRIN Rental

E7 Nations Women EDUCATION Water Cities GRIN Rental

E7 Nations Women EDUCATION WaterHealthcare Cities GRIN Rental

E7 Nations Women EDUCATION WaterHealthcare Cities GRIN Rental Boomers

Old consumers $1.2 trillion in 5 years Youth consumers $1.6 trillion in 5 years Female consumers$2.2 trillion in 5 years theGeniusWorks.com

Now forward

Market Shapinggenius works

CO-creating

CO-creatinggenius works

Market Shapinggenius works

Building brands 3 from the outside in• Inspiring purpose• Deeper insights• Reframing context• Better propositions• Engaging experiences

Abercrombie & Fitch

genius works

genius genius works works

THREADLESSgenius works

genius works

genius theGeniusWorks.com works

THREADLESS VLOGgenius works

OUTSIDE IN theGeniusWorks.com

AVIVAgenius works

genius works

ResponsibleConsidered Meaningful Caring

ResponsibleConsidered Meaningful Caring EMPOWEREDRESOURCEFUL CAPABLE SELFLESS

ResponsibleConsidered Meaningful Caring EMPOWEREDRESOURCEFUL CAPABLE SELFLESS WELLBEING human INDIVIDUAL HAPPINESS

Responsible Considered Meaningful Caring EMPOWEREDRESOURCEFUL CAPABLE SELFLESS WELLBEING human INDIVIDUAL HAPPINESS COLLABORATIVE CONTRIBUTINGPARTICIPATIVE SHARING

Responsible Considered Meaningful Caring EMPOWEREDRESOURCEFUL CAPABLE SELFLESS WELLBEING human INDIVIDUAL HAPPINESS COLLABORATIVE CONTRIBUTINGPARTICIPATIVE SHARING INDULGENT ESCAPIST EXPRESSIVE QUIRKY

PURPOSE BEYOND PROFITgenius works

Progressive insurancegenius works

REDUCing TRAuMA theGeniusWorks.com

Context tree Car Gym Office Travel Kit Drink Sports Design Friends Work Enablement context Family Summer Food NutritionColour Vacation Fashions Suncare Application context Home Appearance Hair Skincare Body Clothing Clean Functional context Dressing Washing Shaving theGeniusWorks.com

ZAPPOS, SELLING SHOES?genius works

genius works … delivering happiness

TECH SUPPORTgenius works

EMERGENCY SERVICEgenius works

THE OLD BMWgenius works

THE NEW BMWgenius 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

PROPOSITIONSgenius works

Value Proposition theGeniusWorks.com

TATE MODERNgenius works

TATE MODERN

Being bold, 4 brave and brilliant• 21st century brands• Growth drivers• Customer champions• The new marketer• Be the change

brands need to do more …genius works

the 21st century brand …genius works

the 21st century brand … About me … creative, emotional, energisinggenius works

the 21st century brand … About me … creative, emotional, energising Enabling me to do more … defining, connecting, enhancinggenius works

the 21st century brand … About me … creative, emotional, energising Enabling me to do more … defining, connecting, enhancing Making my life bettergenius works

BRAND ESSENCE © GeniusWorks

the 21st century brand … Aspirational Bold Connecting Dramatic Enablinggenius works

genius works

Aspirationalgenius works

Aspirational About me, dream and desire, redefining contextgenius works

Aspirational Customer broader view Business Business narrow narrow view viewBusiness Customer © GeniusWorks

genius works

Bold Aspirationalgenius works

Bold Aspirational Ambitious, challenging, provocative, different, bravegenius works

Bold Energisers“Aspirations” “Distinguishers” Surprising people memorably Enablers “Wants” “Differentiators” Enabling people to do more Essentials “Needs” “Must Dos” Delivering what is expected © GeniusWorks

genius works

Connecting AspirationalSharing passions, building community, trusting others About me, dream and desire, redefining contextgenius works

Connecting peopleCreators Activists Contributors Socialisers Spectators theGeniusWorks.com © GeniusWorks

MORE THAN A LOGO

genius works

Dramatic Aspirational About me, dream and desire, redefining context Characters, story, immersing, human, enduringgenius works

EXPERIENCE DESIGNChoose PAYUSE ADAPTDO MORE ACHIEVE © GeniusWorks

genius works

Enabling Aspirational Doing more, coaching,desire, redefining context About me, dream and supporting, achievementgenius works

Enabling more Passive experience Brand as an Brand as anScripted educator entertainer Unscripteddelivery delivery Brand as a Brand as a guide coach Active experience © GeniusWorks

Enablinggenius works

Customer Insight Customer Proposition Customer ExperienceWhat is most important to each target segment? How do we enable people to achieve more? How will we deliver the proposition? © GeniusWorks

genius works

APPLE theGeniusWorks.com

JOBS/WOZNIAK 1976 $1bn by 1980 1985-1996Jobs & JELLYBEANS iMAC 1999 DIGITAL HUB Online/retail theGeniusWorks.com

theGeniusWorks.com

ipod 2001 $8bnItunes 2003 10bnIphone 2007 $13bn Ipad 2010 theGeniusWorks.com

theGeniusWorks.com

MOBILE DEVICE CO. JOBS + IVEBEAUTIFUL OBJECTS SAYING NO BEYOND PROCESS platformsBold Experiments

theGeniusWorks.com

don’t sell products Never first Early adopters Magic words Focus on the feel Packaging Keep moving

“Brands put a ding in the universe”genius works

ICONIC Apple and Obama embracing stories, distinction and aspirationsgenius works

ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables moregenius works

ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables more COLLABORATIVE Current TV and Threadless, co-creating and user-generatedgenius works

ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables more COLLABORATIVE Current TV and Threadless, co-creating and user-generated Focused Aberchrombie to Zappos, they know who, what and where matters mostgenius works

ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables more COLLABORATIVE Current TV and Threadless, co-creating and user-generated 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

ICONIC Apple and Obama embracing stories, distinction and aspirations DESIGNED From Nintendo to Shanghai Tang, function and form that enables 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

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

More More Products More More Messages More More Channels More Propositions Pricing Sales Iconic &Human Services Collaborative Responsible & Media Creative Networked & Partners Focused Customers as Participants Brands as Ideas Solutions as Enablers Pricing as ContextCommunication as Engagement Distribution as Partners Relationships asCommunities

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 buildingParticipants leader insights purpose benefits story whitespaces geography everything

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 buildingParticipants 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

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 buildingParticipants 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

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 buildingParticipants 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

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

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

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

theGeniusWorks.com

MARKETERS?  Creative  Committed  Hard working  Inspiring  Essential  Passionate  Undisciplined  Talented  Inconsistent  Energetic  Functional  Self Important  Not commercial  Narrow  Unaccountable  Expensive Source: Marketing Geniusgenius works

21C MARKETINGgenius works

21C MARKETERSgenius works

MARK PARKER, CEOgenius works

NIKEgenius works

Julian Dunkertongenius works

SUPERDRY JPgenius works

the new marketers … The driving force of business … provoking, facilitating, delivering Creators, interpreters, designers… … ideas, innovations, inspirations Guardians of most valuable assetsgenius works

1. Jump in, make wavesgenius works

1. Jump in, make waves 2. Be the storytellersgenius works

1. Jump in, make waves 2. Be the storytellers 3. Be the creativesgenius works

4. Brands about peoplegenius works

4. Brands about people 5. Brands frame bigger ideasgenius works

4. Brands about people 5. Brands frame bigger ideas 6. Brands way beyond logosgenius works

7. Connect peoplegenius works

7. Connect people 8. Enable peoplegenius works

7. Connect people 8. Enable people 9. Inspire peoplegenius works

10. Be the visionariesgenius works

10. Be the visionaries 11. Be the crazy onesgenius works

10. Be the visionaries 11. Be the crazy ones 12. Be the changegenius works

World changing,1 game changing Shaping markets2 from the future back Building brands3 from the outside in Being bold,4 brave and brilliant

Peter Fisk is an inspirational business author and speaker, consultant and entrepreneur. He was recently described by Business Strategy Review as “one of the best new business thinkers.”Peter works with the leaders of many of the world’s leadingbrands including American Express and Barclays, Aeroflot andBritish Airways, Coca Cola and Cooperative Bank,Lastminute.com and Marks & Spencer, Microsoft and O2, RedBull and Shell, Virgin and Visa, Vodafone and Yeni Reki.He is founder and CEO of the GeniusWorks, the acceleratedinnovation business, that helps business leaders to see thingsdifferently – to develop and implement more inspired strategiesand brands, innovation and marketing.InnoLab enables you to innovate fast and creatively, connectingthe future and today, whilst BrandLab helps you build moreinspiring brands, optimise portfolios and improve performance.GameChanger helps CEOs and leadership teams thinkdifferently, whilst the new Cambridge MLA is an accelerateddevelopment programme about brands, marketing andinnovationHe started life as a nuclear physicist before getting into businessmanaging Concorde and other brands. He led the globalstrategic marketing consulting team of PA Consulting Group,and was also CEO of the Chartered Institute of Marketing. peterfisk@peterfisk.com theGeniusWorks.com @geniusworks

Winning as a 21st Century Marketer by Peter Fisk

by Peter Fisk on Nov 27, 2011

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Winning as a 21st Century Marketer by Peter Fisk — Presentation Transcript

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