genius marketing 3/4 : 21c toolkit

Genius Marketing

Peter Fisk

The 21st Century Toolkit

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Dubai, May 2011

World changing

Game changing

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Seeing things differently

Thinking different things

The 21st Century

Toolkit

Bold, brave

and brilliant

The 21st Century

Toolkit

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Apple and Obama

embracing stories,

distinction and

aspirations

ICONIC

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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

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PURPOSE BEYOND PROFIT

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CEMEX, SELLING CEMENT?

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… building communities

Context tree

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Functional context

Application context

Enablement context

Shaving

Washing

Body

Dressing

Clothing

Hair Fashions

Sports

Gym

Skincare

Vacation

Suncare

Nutrition

Friends

Home

Work

Kit

Car

Family

Office

Colour

Food

Drink

Travel

Appearance

Clean

Summer

Design

REFRAMING CONTEXT

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ZAPPOS, SELLING SHOES?

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… delivering happiness

BRAND BLUEPRINT

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THE OLD BMW

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THE NEW BMW

BRAND ESSENCE

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Diesel brand

Reason for

being

Audience

Value

proposition

Differentiation

Persona

Associations

Range of

authority

Era 1

“Greasy rockability”

1978-1993

Dress the tough guys and

their smoking girls

Tough guys wannabes

Stylish jeans and workwear

with a used worn-out look

Worn-out style

Tough, wild, adventurous,

living on the edge

Rebels, hot chicks, bikes,

gas stations, 60s

Jeans and workwear

Era 2

“Quirky fashionistas”

1993-2000

Make people feel different

and provocative

Intelligent urban

fashionistas

Affordable fashionable

urban street wear

Risky and experimental

hard urban style

Provocative, polemical,

sarcastic, extravagant

Political issues, social

conventions, sexuality

Jeans, clothing, shoes,

fragrances

Era 3

“Conscious hedonism”

2000—present

Help people carry a more

pleasant existence

Hedonistic hipsters

Fun, imaginative and

colourful fashiion

Stimulating happy clothing

Wit, culture aware,

conscious, ironic, naive

Youth, vitality, happiness,

hedonism, sex

Jeans, clothing, watches,

sunglasses, shoes, bags,

fragrances, hotels, fashion

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Value Proposition

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Who?

What?

Why?

How much?

What not?

The target customer

(Who is the target segment)

The customer context

(What they want to achieve)

The distinctive benefits

(How you help them do it better)

The relative price position

(% more or less than alternatives)

The customer trade offs

(What they could get else where)

+

+

-

-

Customer value proposition

Value to customer =

PROPOSITIONS

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PROPOSITIONS

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PROPOSITIONS

Value Proposition

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TATE MODERN

TATE MODERN

Customer CANVAS

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Who? Why?

What? How?

Customer

Segmentation

Profitability

Analysis

External

Market

models

Customer

needs/wants

analysis

Customer

problems and

complaints

Product

Preference

modelling

Customer

satisfaction

and NPS

Customer

perception

analysis

Competitive

Benchmarking

Channel

preference

analysis

Preferred

customisation

options

Brand

Reputation

Media

comments and

awards

Customer

database

profiling

Customer

energiser

pyramids Frontline

feedback

Customer INSIGHTS

Enablers

Enabling people to do more

Essentials

Delivering what is expected

Energisers

Surprising people memorably

“Needs”

“Wants”

“Aspirations”

“Must Dos”

“Differentiators”

“Distinguishers”

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REDUCING TRAUMA

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SHIGERU MIYAMOTO

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CHANGING GAMING

Parallel Markets

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NETWORK POWER

SOCIAL MARKETING

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Creators

Activists

Contributors

Socialisers

Spectators

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2 1

3

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SOCIAL MARKETING

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NETWORK POWER

20.4 million customers worldwide bought a

Lego set in the past 12 months for their own

or other active households

8.6 million worldwide users participate

directly with Lego in their online community,

but are not registered by name

4.0 million worldwide users

register their details enabling a

personal dialogue and relationship

3000 “lead users”

co-create customised

products and recommend others

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NETWORK POWER

Customer co-creation

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THREADLESS

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CO-CREATION BUSINESS

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HYBRID EXPERIENCES

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COLLABORATIVE

Co-think

Co-design

Co-develop

Co-decide

Co-sell

Co-support

Co-comm

Creative Fusions

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NIKE +

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NIKE

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ENABLING MORE

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CONNECTING PEOPLE

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44% INCREASED PROFITS

Customer Experience

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Passive

experience

Active

experience

Scripted

delivery

Unscripted

delivery Brand as a

guide Brand as a

coach

Brand as an

educator Brand as an

entertainer

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GEEK SQUAD

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EXPERIENCES

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 peterfisk@peterfisk.com

Twitter @geniusworks

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