brandlab ... building more inspired brands
TRANSCRIPT
genius works
future.space design.studio impact.zone
future.space
genius works
future.space Exploring the possibilities for brands
1. Opportunity maps
2. Future scenarios
3. Customer insights
4. Parallel worlds
5. Ideas generation
genius works
Future stretch
© GeniusWorks
© GeniusWorks
Parallel worlds
© GeniusWorks
© GeniusWorks
Prioritised marketsClustered ideas
Emerging themesCreative paradoxes
Target audiences
We started by seeking to clarify our
priority markets, target audiences,
and what mattered most to them …We creatively generated over 1200 ideas stimulated by
customers, creative techniques and parallel markets …
We brought these
ideas together into 12
emerging themes
which began to create
visions of the future of
bathrooms …
… whilst we also
recognised some of
the big paradoxes
which nobody has
ever solved …
© GeniusWorks
© GeniusWorks
future.space design.studio impact.zone
design.studio
genius works
future.space Creating and shaping the best ideas
Outputs include
1. Context framing
2. Disruptive creation
3. Creative fusion
4. Character design
5. Concept evaluation
design.studio
genius works
Creative Fusions
© GeniusWorks
© GeniusWorks
Business models
© GeniusWorks
© GeniusWorks
© GeniusWorks
© GeniusWorks
future.space design.studio impact.zone
impact.zone
genius works
future.space Turning the best ideas into market success
Outputs include
1. Story development
2. Value propositions
3. Dramatising delivery
4. Content management
5. Enabling performance
impact.zone
genius works
MARKETING ROI
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
© GeniusWorks
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
VALUE CREATION
© GeniusWorks
© GeniusWorks
© GeniusWorks
© GeniusWorks
future.space design.studio impact.zone
brand.lab
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
brand.lab… the accelerated brand
strategy and innovation process, to
stretch your thinking, integrate your
partners, and inspire your people