Genius marketing part3 by Peter Fisk

8/12/2019 Genius marketing part3 by Peter Fisk

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Genius Marketing

Peter Fisk

The 21st Century Toolkit

geniusworks

Dubai, May 2011


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World changing

Game changing

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Seeing things differently

Thinking different things

The 21st Century

Toolkit

Bold, brave

and brilliant


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Apple and Obamaembracing stories,

distinction and

aspirations

ICONIC

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From Aveda to

Pixar, more

purpose and moreempathy for

people

Current TV and

Threadless,

co-creating and

user-generated

From Nintendo toShanghai Tang,

function and form

that enables

more

Aberchrombie toZappos, they know

who, what and

where matters

most

Aravind and Tesladelivering social and

environmentalinnovation

Alibaba and Lego,connecting your

customers and

partners

Apple and Obamaembracing 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


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Context tree

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Functional context

Application context

Enablement context

Shaving

Washing

Body

Dressing

Clothing

HairFashions

Sports

Gym

Skincare

Vacation

Suncare

Nutrition

Friends

Home

Work

Kit

Car

Family

Office

Colour

Food

Drink

Travel

Appearance

Clean

Summer

Design


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REFRAMING CONTEXT


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ZAPPOS, SELLING SHOES?


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geniusworks delivering happiness


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BRAND BLUEPRINT


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THE NEW BMW


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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

2000present

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

theGeniusWorks.com

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 =


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PROPOSITIONS


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PROPOSITIONS


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Value Proposition

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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

Customerperception

analysis

Competitive

Benchmarking

Channelpreference

analysis

Preferred

customisation

options

Brand

Reputation

Media

comments and

awards

Customer

database

profiling

Customerenergiser

pyramidsFrontline

feedback


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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


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Parallel Markets

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NETWORK POWER


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SOCIAL MARKETING

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Creators

Activists

Contributors

SocialisersSpectators


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21

3

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SOCIAL MARKETING


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NETWORK POWER


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20.4 million customers worldwide bought aLego 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


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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


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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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Customer Experience

theGeniusWorks.com

Passiveexperience

Active

experience

Scripted

delivery

Unscripted

deliveryBrand as a

guideBrand as a

coach

Brand as aneducator Brand as anentertainer
http://images.google.com/imgres?imgurl=http://www.colostate.edu/Depts/NatSci/Images/man.gif&imgrefurl=http://www.colostate.edu/Depts/NatSci/html/Major8.html&h=252&w=182&sz=7&tbnid=5W157KW1Vg0J:&tbnh=105&tbnw=76&hl=en&start=7&prev=/images?q=stick+man&hl=en&lr=&safe=off&rls=GGLD,GGLD:2005-10,GGLD:en&sa=Nhttp://images.google.com/imgres?imgurl=http://www.colostate.edu/Depts/NatSci/Images/man.gif&imgrefurl=http://www.colostate.edu/Depts/NatSci/html/Major8.html&h=252&w=182&sz=7&tbnid=5W157KW1Vg0J:&tbnh=105&tbnw=76&hl=en&start=7&prev=/images?q=stick+man&hl=en&lr=&safe=off&rls=GGLD,GGLD:2005-10,GGLD:en&sa=Nhttp://images.google.com/imgres?imgurl=http://www.pritchettcartoons.com/cartoons/warriors.gif&imgrefurl=http://www.pritchettcartoons.com/warriors.htm&h=378&w=342&sz=86&tbnid=6cMjDIRwF4UJ:&tbnh=118&tbnw=107&hl=en&start=19&prev=/images?q=coach+cartoon&hl=en&lr=&safe=off&rls=GGLD,GGLD:2005-10,GGLD:en


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GEEK SQUAD


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N id d l d bl d id


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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 protected]

Twitter @geniusworks

inno.lab the accelerated innovation

process, to stretch your thinking, focus

your action, and inspire your people

Documents

Genius marketing part3 by Peter Fisk