genius marketing 3/4 : 21c toolkit
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Part 3 of Peter Fisk's masterclass at LBFME in Dubai on 24 May 2011TRANSCRIPT
Genius Marketing
Peter Fisk
The 21st Century Toolkit
genius works
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
theGeniusWorks.com
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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genius works
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
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
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inno.lab… the accelerated innovation
process, to stretch your thinking, focus
your action, and inspire your people