Genius Marketing 4/4 : BOLD BRAVE BRILLIANT

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Part 4 of Peter Fisk's masterclass at LBFME in Dubai on 24 May 2011

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Genius Marketing 4/4 : BOLD BRAVE BRILLIANT

  1. 1. Genius Marketing The 21st Century Toolkit Peter Fisk Dubai, May 2011genius works
  2. 2. World changing Game changing Seeing things differently Thinking different things The 21st Century Toolkit Bold, brave and brilliantgenius works
  3. 3. Bold, bravegenius and brilliant works
  4. 4. Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION Engagement PLACE PARTNERSRELATIONSHIPS COMMUNITIES theGeniusWorks.com
  5. 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. 6. 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
  7. 7. 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. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. 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
  12. 12. 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
  13. 13. 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
  14. 14. DELIVERING RESULTSgenius works
  15. 15. $300bn APPLE v MICROSOFT v NOKIA $200bn $100bn 2000 2002 2004 2006 2008 2010genius works
  16. 16. $300bn $200bn $100bn 2000 2002 2004 2006 2008 2010genius works
  17. 17. $300bn $200bn $100bn 2000 2002 2004 2006 2008 2010genius works
  18. 18. $300bn $200bn $100bn 2000 2002 2004 2006 2008 2010genius works
  19. 19. $300bn $200bn $100bn 2000 2002 2004 2006 2008 2010genius works
  20. 20. $300bn $200bn $100bn 2000 2002 2004 2006 2008 2010genius works
  21. 21. $300bn $200bn $100bn 2000 2002 2004 2006 2008 2010genius works
  22. 22. VALUE CREATION Actual profits of previous years Estimated profits of future years Adjusted profits of future years (discounted for uncertainty)(more accurately, we considerthe “economic” profit, whichtakes into the cost of capital) Economic “value” is the sum of the likely future profits Previous This Future years year years theGeniusWorks.com
  23. 23. FACEBOOKgenius works
  24. 24. Is it worth $50BN?genius works
  25. 25. VALUE CREATION theGeniusWorks.com
  26. 26. Most Valuable GCC Brands 2011
  27. 27. Most Valuable Banks 2011genius works
  28. 28. BURBERRY 2008genius works
  29. 29. BURBERRY 2011
  30. 30. BRAND SCORECARDS theGeniusWorks.com
  31. 31. STARBUCKS 2008genius works
  32. 32. Starbucks 2011genius works
  33. 33. MARKETING ROI Costs of saleProducts & ServicesSales promotionPromotionsProducts and services Current profitsPricingPrice and channels Shareholder ValueBrand equity FutureInnovation profitsRelationships Marketing investment theGeniusWorks.com
  34. 34. VOLKSWAGEN GROUPgenius works
  35. 35. PORTFOLIO OPTIMISATION Product Portfolio Consumer Portfolio Optimisation Optimisation Focus and invest Measure and Target Marketing Activity Marketing Resource Integration Allocation theGeniusWorks.com
  36. 36. NIKEgenius works
  37. 37. MARK PARKER, CEOgenius works
  38. 38. MARK PARKER, CEOgenius works
  39. 39. AVON COSMETICSgenius works
  40. 40. ANDREA JUNGgenius works
  41. 41. SUPERDRY JPgenius works
  42. 42. Julian Dunkertongenius works
  43. 43. Leaders v MANAGERS theGeniusWorks.com
  44. 44. MARKETERS?  Creative  Committed  Hard working  Inspiring  Essential  Passionate  Undisciplined  Talented  Inconsistent  Energetic  Functional  Self Important  Not commercial  Narrow  Unaccountable  Expensive Source: Marketing Geniusgenius works
  45. 45. GENIUS MARKETINGgenius works
  46. 46. GENIUS MARKETersgenius works
  47. 47. 1. Stop being average 2. Stop pushing 3. Stop trying to be biggenius works
  48. 48. 4. Brands about people 5. Brands frame bigger ideas 6. Brands beyond logosgenius works
  49. 49. 7. Connect people 8. Enable people 9. Inspire peoplegenius works
  50. 50. 10. Be the visionaries 11. Be the crazy ones 12. Be the changegenius works
  51. 51. “Make history”genius works
  52. 52. “Be disruptive ... to make the world a better place”genius works
  53. 53. “Put a ding in the universe”genius works
  54. 54. Here’s to tHe crazy ones ...The misfits. The rebels.The troublemakers.The round pegs in the square holes.The ones who see things differently.Theyre not fond of rules.And they have no respect for the status quo. They invent. They imagine. They heal. They explore. They create. They inspire.You can praise them, disagree with them, They push the human race forward.quote them, disbelieve them,glorify or vilify them. Maybe they have to be crazy. How else can you stare at an empty canvasAbout the only thing you cant do is and see a work of art?ignore them.Because they change things. Or sit in silence and hear a song thats never been written? Or gaze at a red planet and see a laboratory on wheels? While some see them as the crazy ones, we see genius. Because the people who are crazy enough to think they can change the world,genius are the ones who do. works
  55. 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

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