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Genius Marketing 4/4 : BOLD BRAVE BRILLIANT
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Genius Marketing Peter Fisk The 21st Century Toolkit genius works Dubai, May 2011
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Part 4 of Peter Fisk's masterclass at LBFME in Dubai on 24 May 2011
Transcript of Genius Marketing 4/4 : BOLD BRAVE BRILLIANT
Genius Marketing
Peter Fisk
The 21st Century Toolkit
genius works
Dubai, May 2011
World changing
Game changing
genius works
Seeing things differently
Thinking different things
The 21st Century
Toolkit
Bold, brave
and brilliant
genius works
Bold, brave
and brilliant
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
COMMUNITIES
PARTNERS
theGeniusWorks.com
From Aveda to
Pixar, more
purpose and more
empathy for
people
Current TV and
Threadless,
co-creating and
user-generated
From Nintendo to
Shanghai Tang,
function and form
that enables
more
Aberchrombie to
Zappos, they know
who, what and
where matters
most
Aravind and Tesla
delivering social and
environmental
innovation
Alibaba and Lego,
connecting your
customers and
partners
Apple and Obama
embracing stories,
distinction and
aspirations
ICONIC
RESPONSIBLE DESIGNED
NETWORKED
HUMAN Focused
COLLABORATIVE
genius works
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Distribution
as
Partners
Relationships
as
as
Engagement
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Communication
Communities
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Customers
as
Participants
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Be the
thought
leader
1 Go deep
diving for
insights
2 Have an
inspiring
purpose
3 Tell a
different
story
Deliver
more social
benefits
4 Find the
emerging
whitespaces
5 Don’t define
markets by
geography
6
Relationship
building
Specialise in
one niche not
everything
7
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Brands
as
Ideas
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Changed
priorities
Create your
character and
personality
8
Tell your
inspiring
story
9
Define what
you enable
people to do
10
Have a
cause you
believe in
11
Express
yourself more
flexibly
12
Become an
ingredient
brand
13
Focus on the
one word that
defines you
Customers
as
Participants
Be the
thought
leader
1 Go deep
diving for
insights
2 Have an
inspiring
purpose
3 Tell a
different
story
Deliver
more social
benefits
4 Find the
emerging
whitespaces
5 Don’t define
markets by
geography
6
Relationship
building
Specialise in
one niche not
everything
7
14
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Solutions
as
Enablers
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Redefine
your market
on your terms
15 Customise
solutions for
each person
16 Co-create
products and
services
17 Offer a
new type of
guarantee
18 Develop
new entry
points
19 Innovate the
system
(do an iPod)
20 Rationalise
your product
portfolio
Customers
as
Participants
Brands
as
Ideas
Changed
priorities
Be the
thought
leader
Create your
character and
personality
1
8
Tell your
inspiring
story
Go deep
diving for
insights
2
9
Define what
you enable
people to do
Have an
inspiring
purpose
3
10
Have a
cause you
believe in
Tell a
different
story
Deliver
more social
benefits
4
11
Express
yourself more
flexibly
Find the
emerging
whitespaces
5
12
Become an
ingredient
brand
Don’t define
markets by
geography
6
13
Focus on the
one word that
defines you
Relationship
building
Specialise in
one niche not
everything
7
14
21
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Pricing
as
Context
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Win and
winback
Make it free
redefine you
b-model)
22 Offer luxury
products at a
low prices
23 Customers
choose their
price
24 Charge for
services
(time, advice)
25 Reengineer
to price
points
Share risk
Super-size
and mini-size
your offers
26 Enable
group buying
incentives
27 Shorter more
selective
promotions
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Changed
priorities
Redefine
your market
on your terms
Be the
thought
leader
Create your
character and
personality
1
8
15
Tell your
inspiring
story
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
Define what
you enable
people to do
Have an
inspiring
purpose
Co-create
products and
services
3
10
17
Have a
cause you
believe in
Offer a
new type of
guarantee
Tell a
different
story
Deliver
more social
benefits
4
11
18
Express
yourself more
flexibly
Find the
emerging
whitespaces
Develop
new entry
points
5
12
19
Become an
ingredient
brand
Don’t define
markets by
geography
Innovate the
system
(do an iPod)
6
13
20 Rationalise
your product
portfolio
Focus on the
one word that
defines you
Relationship
building
Specialise in
one niche not
everything
7
14
21
28
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
as
Engagement
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Have an
opinion, be
provocative
29
Be open,
honest and
authentic
30
Co-create
your media
and message
31
Be the local
partner,
small, caring
32
Create a
branded
game
33
Encourage
tweets, blogs
and fanclubs
34
Stay fresh,
topical and
relevant
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Be the
thought
leader
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
Tell your
inspiring
story
Offer luxury
products at a
low prices
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
Define what
you enable
people to do
Customers
choose their
price
Have an
inspiring
purpose
Co-create
products and
services
3
10
17
24
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Deliver
more social
benefits
4
11
18
25
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
5
12
19
26
Become an
ingredient
brand
Enable
group buying
incentives
Don’t define
markets by
geography
Innovate the
system
(do an iPod)
6
13
20
27
Rationalise
your product
portfolio
Focus on the
one word that
defines you
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
7
14
21
28
35 Communication
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Distribution
as
Partners
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Retain and
grow
Fewer, more
exclusive
Partners
36
Accelerate
Link with
affinity
brands
37 Cross sell
partners, and
them you
38 Reduce
impact and
waste
39
Go green
now
Deliver
integrated
experiences
40 License and
franchise
your concept
41
Profit
Target
non-existing
customers
42
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
as
Engagement
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Have an
opinion, be
provocative
Be the
thought
leader
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
29
Tell your
inspiring
story
Offer luxury
products at a
low prices
Be open,
honest and
authentic
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
30
Define what
you enable
people to do
Customers
choose their
price
Have an
inspiring
purpose
Co-create
your media
and message
Co-create
products and
services
3
10
17
24
31
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Deliver
more social
benefits
Be the local
partner,
small, caring
4
11
18
25
32
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
Create a
branded
game
5
12
19
26
33
Become an
ingredient
brand
Enable
group buying
incentives
Encourage
tweets, blogs
and fanclubs
Don’t define
markets by
geography
Innovate the
system
(do an iPod)
6
13
20
27
34
Rationalise
your product
portfolio
Stay fresh,
topical and
relevant
Focus on the
one word that
defines you
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
7
14
21
28
35 Communication
Collaborative
More
Iconic
Products
& Services Propositions
Messages
& Media Pricing
Channels
& Partners Sales
Relationships
as
More
Human
More
More
Responsible
More
Creative
More
Networked
More
Focused
Create a
members
club
43
Celebrate
their success
(and yours)
44
Maintain
confidence
Give
customers
equity
45
Enable
customers to
do good
46
Facilitate and
support their
communities
47
Get our
there
Incentivise
customer
referrals
48
Do more
for your best
customers
49
Communities
Customers
as
Participants
Brands
as
Ideas
Solutions
as
Enablers
Pricing
as
Context
Distribution
as
Partners
as
Engagement
Changed
priorities
Redefine
your market
on your terms
Win and
winback
Have an
opinion, be
provocative
Retain and
grow
Be the
thought
leader
Fewer, more
exclusive
Partners
Create your
character and
personality
Make it free
redefine you
b-model)
1
8
15
22
29
36
Tell your
inspiring
story
Offer luxury
products at a
low prices
Be open,
honest and
authentic
Accelerate
Link with
affinity
brands
Customise
solutions for
each person
Go deep
diving for
insights
2
9
16
23
30
37
Define what
you enable
people to do
Customers
choose their
price
Cross sell
partners, and
them you
Have an
inspiring
purpose
Co-create
your media
and message
Co-create
products and
services
3
10
17
24
31
38
Have a
cause you
believe in
Offer a
new type of
guarantee
Charge for
services
(time, advice)
Tell a
different
story
Reduce
impact and
waste
Deliver
more social
benefits
Be the local
partner,
small, caring
4
11
18
25
32
39
Express
yourself more
flexibly
Reengineer
to price
points
Share risk
Go green
now
Find the
emerging
whitespaces
Super-size
and mini-size
your offers
Develop
new entry
points
Deliver
integrated
experiences
Create a
branded
game
5
12
19
26
33
40
Become an
ingredient
brand
Enable
group buying
incentives
Encourage
tweets, blogs
and fanclubs
Don’t define
markets by
geography
License and
franchise
your concept
Innovate the
system
(do an iPod)
6
13
20
27
34
41
Rationalise
your product
portfolio
Stay fresh,
topical and
relevant
Focus on the
one word that
defines you
Profit
Relationship
building
Shorter more
selective
promotions
Specialise in
one niche not
everything
Target
non-existing
customers
7
14
21
28
35
42
Communication
Collaborative
genius works
DELIVERING RESULTS
2000 2002 2004 2006 2008 2010
$100bn
$200bn
$300bn
genius works
APPLE v MICROSOFT v NOKIA
2000 2002 2004 2006 2008 2010
$100bn
$200bn
$300bn
genius works
2000 2002 2004 2006 2008 2010
$100bn
$200bn
$300bn
genius works
2000 2002 2004 2006 2008 2010
$100bn
$200bn
$300bn
genius works
2000 2002 2004 2006 2008 2010
$100bn
$200bn
$300bn
genius works
2000 2002 2004 2006 2008 2010
$100bn
$200bn
$300bn
genius works
2000 2002 2004 2006 2008 2010
$100bn
$200bn
$300bn
genius works
VALUE CREATION
theGeniusWorks.com
Actual profits of previous years
Estimated profits of future years
Adjusted profits of future years
(discounted for uncertainty)
Economic “value” is the sum
of the likely future profits
(more accurately, we consider
the “economic” profit, which
takes into the cost of capital)
This
year
Future
years
Previous
years
genius works
Is it worth $50BN?
genius works
VALUE CREATION
theGeniusWorks.com
Most Valuable GCC Brands 2011
genius works
Most Valuable Banks 2011
genius works
BURBERRY 2008
BURBERRY 2011
BRAND SCORECARDS
theGeniusWorks.com
genius works
STARBUCKS 2008
genius works
Starbucks 2011
MARKETING ROI
theGeniusWorks.com
Brand equity
Innovation
Relationships
Sales promotion
Products and services
Price and channels
Current profits
Future profits
Shareholder Value
Marketing investment
Costs of sale
Brand
Innovation
Relationships
Products & Services
Promotions
Pricing
Current profits
Future profits
Shareholder Value
Marketing investment
Costs of sale
genius works
VOLKSWAGEN GROUP
PORTFOLIO OPTIMISATION
theGeniusWorks.com
Product Portfolio
Optimisation
Consumer Portfolio
Optimisation
Marketing Activity
Integration
Marketing Resource
Allocation
Focus and
invest
Measure and
Target
genius works
NIKE
genius works
MARK PARKER, CEO
genius works
MARK PARKER, CEO
genius works
AVON COSMETICS
genius works
ANDREA JUNG
genius works
SUPERDRY JP
genius works
Julian Dunkerton
Leaders v MANAGERS
theGeniusWorks.com
Creative
Committed
Hard working
Inspiring
Essential
Passionate
Talented
Energetic
Undisciplined
Inconsistent
Functional
Self Important
Not commercial
Narrow
Unaccountable
Expensive
Source: Marketing Genius
genius works
MARKETERS?
genius works
GENIUS MARKETING
genius works
GENIUS MARKETers
genius works
1. Stop being average
2. Stop pushing
3. Stop trying to be big
genius works
4. Brands about people
5. Brands frame bigger ideas
6. Brands beyond logos
genius works
7. Connect people
8. Enable people
9. Inspire people
10. Be the visionaries
11. Be the crazy ones
12. Be the change
genius works
“Make history” genius
works
“Be disruptive ... to make the
world a better place”
genius works
“Put a ding in the universe”
genius works
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.
They're 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 can't do is
ignore them.
Because they change things.
They invent. They imagine. They heal.
They explore. They create. They inspire.
They push the human race forward.
Maybe they have to be crazy.
How else can you stare at an empty canvas
and see a work of art?
Or sit in silence and hear a song that's 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,
are the ones who do.
genius works
Creative Genius … the essential innovation
guide for market visionaries, border crossers
and game changers … by Peter Fisk
New ideas, downloads, blog and videos
www.theGeniusWorks.com
Email [email protected]
Twitter @geniusworks
genius works
inno.lab… the accelerated innovation
process, to stretch your thinking, focus
your action, and inspire your people
