Brand Innovation by Peter Fisk

peterfisk@peterfisk.com

theGeniusWorks.com

@geniusworks +genius

Old new

Brands are not just about Brands today are more about

Image Aspiration

Promise Experience

Difference Resonance

Values Spirit

Consistent Coherence

Awareness Participation

Personal Shared

Engaging Enabling

Like Love

Relationship Movement

Frame innovating

the brand

purpose

Create innovating

the brand

concept

Resonateinnovating

the brand

storyEnable

innovating

the brand

experienceCluster

innovating

the brand

solutionConnectinnovating

the brand

relationshipOptimiseinnovating

the brand

portfolio

Impactinnovating

the brand

value

Extendinnovating

the brand

range

Frame innovating

the brand

purpose

Brands are about

products and

companies.

Brands are about

people and

passions.

Business

narrow

view

Your

narrow

view

Customer

broader

view

You Customer

Seeing things differently

Thinking different things

What’s your inspiring purpose?

“To refresh the world. To inspire moments of

optimism and happiness. To create value and

make a difference."

“To bring inspiration and innovation to every

athlete* in the world (*If you have a body, you

are an athlete).”

“We add sparkle to people's everyday lives."

What’s your inspiring purpose

“To be earth's most customer centric company; to build

a place where people can come to find and discover

anything they might want to buy online.”

“We delight customers worldwide through four actions

… We define innovation. We create experiences. We live

responsibility. We shape Audi"

”To be the world’s most respected and successful

designer, manufacturer and retailer of the finest

jewellery … committed to obtaining precious metals

and gemstones, and crafting our jewellery in ways that

are socially and environmentally responsible."

Frame innovating

the brand

purpose

Create innovating

the brand

concept

Brands are labels

of identity

creating image

Brands are real

experiences

enabling more

Renova

Becoming

Doing

Being

Belonging

Redbull

Frame innovating

the brand

purposeResonateinnovating

the brand

storyCreate

innovating

the brand

concept

Brands drive

awareness with

mass advertising

Brands enable

resonance with

real-time stories

Persil dirt is gooda

Influence points

Old Marketing New Marketing

Make aware

SellEngage

Enable more

Amplify

Oreo

Frame innovating

the brand

purposeResonateinnovating

the brand

story

Clusterinnovating

the brand

solution

Create innovating

the brand

concept

Brands are

innovated by

product function

Brands are

platforms to

innovate business

IBM Smarter Planet

Apple

logo

iTunes

iPhone

Steve

Jobs

Apple

store

Think

different

iPad

Mac

Book

App

Store iPod

Made in

California

Genius

Bar

iOS

Brushed

Steel

Black

t-shirts

Apple

.com

Colour

99c

Most

valuable

brand

Most

valuable

company

Brand

reputation

Music

Apple

logo

iTunes

iPhone

Steve

Jobs

Apple

store

Think

different

iPad

Mac

Book

App

Store iPod

Made in

California

Genius

Bar

iOS

Brushed

Steel

Black

t-shirts

Apple

.com

Colour

99c

Most

valuable

brand

Most

valuable

company

Brand

reputation

Music

Apple made in California

Frame innovating

the brand

purposeResonateinnovating

the brand

storyEnable

innovating

the brand

experienceCluster

innovating

the brand

solution

Create innovating

the brand

concept

Branded

experiences focus

on selling

Branded

experiences focus

on enabling

Lulelemon

Lulelemon

Sell

Product

s

$

Deliver

Services

$$

Enabling

Experiences

$$$$$

Umpqua Bank

Frameinnovating

the brand

purposeResonateinnovating

the brand

storyEnable

innovating

the brand

experienceCluster

innovating

the brand

solutionConnectinnovating

the brand

relationship

Create innovating

the brand

concept

Brands seek to

build relationships

with people

Brands seek to

build relationships

between people

Customers trust cusyomers

Brand

facilitator

Customer

Customer

Customer

Customer

CustomerCustomer

Customer

Customer

Movements – nike women

Frameinnovating

the brand

purposeResonateinnovating

the brand

storyEnable

innovating

the brand

experienceCluster

innovating

the brand

solutionConnectinnovating

the brand

relationship

Extendinnovating

the brand

range

Create innovating

the brand

concept

Brand architecture

of diverse

separated brands

Brand architecture

built around

bigger ideas

Virgin

Virgin

brand extension

Dove

Diagram

Frameinnovating

the brand

purposeResonateinnovating

the brand

storyEnable

innovating

the brand

experienceCluster

innovating

the brand

solutionConnectinnovating

the brand

relationshipOptimiseinnovating

the brand

portfolio

Extendinnovating

the brand

range

Create innovating

the brand

concept

Brand A Brand B Brand CBrand D

Brand EBrand F

Brand G

Revenue

Economic profit

Value destroyersValue creators

portfolio analysis

VW Group

Frameinnovating

the brand

purposeResonateinnovating

the brand

storyEnable

innovating

the brand

experienceCluster

innovating

the brand

solutionConnectinnovating

the brand

relationshipOptimiseinnovating

the brand

portfolio

Impactinnovating

the brand

value

Extendinnovating

the brand

range

Create innovating

the brand

concept

Brands results

measured by

revenue, share

Brand results

measured by

profit, potential

Current

business

value

Brand adds

value

Brand adds

value

Brand adds

value

Brand adds

value

Value creators

Potential

business

value

Frame

Create

Resonate

Cluster

Enable

Connect

Extend

Optimise

Market cap $

Brand innovation

Brand value impact

“Moonshots”

“Moonshots”

When you can have 10x

Why go for 10%

How to innovate

the brand?How to innovate

the brand?

Innovation

brand innovationbrandlab

Be bold

Be brilliant

Be brave

Are you ready to change the world?

The new breed of market leaders think and act differently. They fuse

digital and physical, global and local, ideas and networks. They win by

being smart, fast and connected – rather than through scale and

efficiency. They embrace all the new business tools - from empathetic

design to disruptive technologies, social media to sustainable innovation –

bringing them together for more impact.

These are the building blocks for you to come a gamechanger too.

• Human … customer-driven, human-centred emotionally-engaging business

• Creative … design and innovation, to think bolder , different and better

• Networked … built around networks and partnerships of supply and demand

• Social … social media and online communities, but local and tribal too

• Participative … crowdsourcing, co-creating, collaborating with customers

• Responsible … doing better by doing good, socially and environmentally

“Gamechangers: Are you ready to change the

world?” is the next book from Peter Fisk

Explore and collaborate with the work in progress at www.Gamechangers.pro

GAMECHANGERS … Next generation strategies for brands and innovation

Gamechanging strategies

Collaborative discovery

Possibility focused

Leadership teams

3 intensive days

We develop the right approach for your business, working

collaboratively to achieve your objectives better, faster.

We combine a wide range of processes and tools,

insights and ideas, people and partners

Innovative solutions

Deep insights, big ideas

Customer experiences

High energy workshops

8-12 day projects

Brand blueprinting

Portfolio and architecture

Essence and propositions

Experience delivery

15-75 day projects

Engaging your people in a future vision … developing a new

business strategy … driving creativity and innovation

… developing a new brand … solving a complex

problem fast … building your team

ACCELERATING GROWTH … strategy, brand and innovation consulting

peterfisk@peterfisk.com

www.theGeniusWorks.com

MARKET MAKERS … seeing things differently, thinking different things

+geniuspeterfisk@peterfisk.com

www.theGeniusWorks.com

+genius

Genius = INSPIRING IDEAS + PRACTICAL ACTION

Future

Innolab

Brandlab

optima

fast

Strategic consulting People development Inspiring keynotes

Exploring your biggest challenges and opportunities,

developing smarter strategies and innovative solutions

for implementation and profitable growth. Customised

approaches, built around these proven formats:

Fast, intense process helping executive

teams rethink purpose and strategy in a

fast changing world, and then to refocus

and reinvent the business for the future.

Recent clients: Cinnamon, Vodafone

Accelerated and collaborative three

phase process exploring insights,

designing concepts and delivering

innovative solutions for market success.

Recent clients: Savola Foods, Turkcell

Developing or extending your brand for a

better future, based on purpose and

relevance, differentiation and identity,

experience and effective delivery.

Recent clients: Aeroflot, Philosophy

Developing fresh, distinctive value

propositions for each target audience,

building on the brand to engage

customers and deliver better solutions.

Recent clients: TeliaSonera, Visa Europe

Exploring your biggest challenges and

opportunities, developing smarter

strategies and innovative solutions

implementation and profitable growth.

Recent clients: Microsoft, Pinar

Developing people to think different and act smarter in

the new business world, from summits and seminars, to

practical workshops and retreats, the content and

experience is designed around your people:

Inspiring, practical and stretching 1-2 day

seminars on future strategy and brands,

marketing and innovation applied to your

business issues and sector opportunities.

Recent clients: BNP Paribas, Skanska

Bringing your people together to rethink

and refocus their priorities and direction.

Designing and facilitating the format and

content to energise, connect and enable.

Recent clients: Hershey’s, Time Warner

Working with you to design better

programmes from 40+ modules, based on

team and personal capabilities and

priorities, qualifications and real impact.

Recent clients: Coca Cola, Eczacibasi

From 2d to 4d: command and control to

connecting and collaborating, catalysing

and creating, amplifying potential to

deliver business and market leadership.

Recent clients: Coty Beauty, Lastminute

Customer champions, business

innovators, growth drivers … how to

drive and align the business, and deliver

more business and market impact.

Recent clients: Nestle, Standard Life

Alibaba to Zidisha, Ashmei to ZaoZao, the next generation

of brands are shaping markets with new ideas and tools.

What does it take to compete, innovate and win in these

new markets? Example themes for keynote speeches:

Young people, social media, mobile

marketing … connecting digital and

physical worlds, networks and content,

viral storytelling and target promotions

to deliver faster, exponential growth.

myworld

Are you ready to change the world?

Think Different like Steve Jobs

What do our customers really want?

Engage your left and right brain

How to think digital like GenY

How to shape your market in your own

vision, not live in the shadow of others.

How to innovate from the future back,

then win now forward. What is the future

of health, retail, travel and your world?

Steve Jobs was a genius and a geek, who

defied the rules of business to create new

markets, and phenomenal results. How

can you apply the magic of Apple to your

business, and Steve to your leadership?

What do post-crisis, digitally enabled,

globally influenced customers really

want? Connecting insights and trends, to

explore how you can do more for your

customers, and outthink the competition.

How to combine the analytical precision

and disruptive imagination of your left

and right brain to think bigger, simplify

complexity, shape the future, innovate

smarter, and make better decisions.

Fit and focused on the future

Smarter, faster innovation

Building a better brand

Developing customer propositions

Optimising your business portfolio

Inspiring one-day masterclass

Building winning teams

Developing new capabilities

Innovative leaders

We are the Market Makers

Peter is a strategic advisor to business leaders on winning strategies and bolder brands, smarter

innovation and better marketing … making sense of fast-changing markets, learning from the next

generation of brands, digital and physical, large and small, west and east, new ideas and practical

solutions … inspiring and enabling you to innovate and win in the exciting new world of business.

In 2013 he entered the Thinkers 50 Guru Radar, recognising the world’s best new business thinkers,

and is in demand around the world as a strategic consultant and energising speaker.

Peter leads GeniusWorks, a business innovation specialist based in London, and works with senior

management worldwide to “see things differently” – to develop and implement more inspired

strategies for brands, innovation and marketing. FastFuture is a strategy accelerator for leadership

teams, InnoLab is a facilitated innovation process based on deep customer insights and creative

thinking, and BrandOptima is a platform to develop better brands and brand portfolios. He also offers a

broad range of development workshops, combining new ideas, next practices and effective action.

His next book is Gamechangers …about the next generation of businesses - from Alibaba to Zipcars,

Ashmei to Zynga - who are transforming markets with bolder brands, smarter innovation and clever

marketing. They play by different rules, embracing the growth of emerging markets and power of

digital networks, human design and social entrepreneurship, and they win with better results.

His previous books include Creative Genius bringing together entrepreneurs and artists, rockstars

and rockets scientists, in "the essential guide to innovation for business leaders". Marketing Genius

explores the left and right-brain approaches to competitive success (translated into 35 languages!),

Customer Genius describes how to build a customer-centric business, Business Genius is about

inspired leadership and strategy, whilst People Planet Profit explains how to grow, and be good.

Peter grew up in the remote farming community of Northumberland, in the North East of England, and

after exploring the world of nuclear physics, joined British Airways at a time when it was embarking

upon becoming “the world’s favourite airline” and managed brands like Concorde.

He went on to work with many of the world’s leading companies, helping them to grow more

profitably by becoming more customer-centric in their structure, operations and leadership. He works

across sectors, encouraging business leaders to take a customer perspective, and learning from

different types of experiences. His clients include American Express and Aeroflot, Coca Cola and

Cooperative Bank, GSK and Marks & Spencer, Microsoft and O2, Orange and Pfizer, Philips and Red

Bull, Shell and Tata Steel, Teliasonera and Turkcell, Vitra and Virgin, Visa and Vodafone.

Previously he was CEO of the world’s largest marketing organisation, the Chartered Institute of

Marketing. He led the strategic marketing consulting team of PA Consulting Group, was MD of Brand

Finance and partner of The Foundation, before founding his own business, GeniusWorks.

Email: peterfisk@peterfisk.com

Twitter: @geniusworks

Website: www.theGeniusWorks.com

Project: www.Gamechangers.pro

PETER FISK … expert in strategy and brands, innovation and marketing

+genius

peterfisk@peterfisk.com

@geniusworks

www.theGeniusWorks.com