build your brand like pixar make movies
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21 Century Brands are different ... the creative process of Pixar inspires a new approach to brand building ... as introduced by Peter Fisk at the 2011 Edinburgh International Film Festival, and in his new book Creative GeniusTRANSCRIPT
How to
make movies
brand like
Pixar build your
genius works
Peter Fisk 24 June 2011
genius works
The 21st Century
Toolkit
Creativity and
the magic
of Pixar
Brands that are
changing your
world
Lights
Cameras
Action
Building
the 21st
century brand
Imagination and creativity
Harnessing the potential of digital
Engaging people more deeply
pIXAR AnD BRAnDS …
genius works
More than logos and advertising
than products and services
than sales and marketing
BRAnDS …
genius works
About you not about me
… creative, emotional, energising
Enabling you to do more
… defining, connecting, enhancing
Making life better
THE 21ST CEnTURy BRAnD …
genius works
More than a support function
More than the brief writers
More than outsourcers
mARkETERS …
genius works
Creators, interpreters, designers…
… ideas, innovations, inspirations
The driving force of business
… provoking, facilitating, delivering
Guardians of most valuable assets
THE nEw mARkETERS …
genius works
genius works
The 21st Century
Toolkit
Brands that are
changing your
world
Lights
genius works
Markets are booming
genius works
… AnD oTHERS In DEClInE
genius works
Opportunities unlimited
genius works
… IF yoU THInk DIFFEREnTly
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VUCA WORLD
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Volatile
Uncertain
Complex
Ambiguous
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Vibrant
UnREAL
Crazy
Astounding
genius works
HERE’S To THE CRAzy onES ...
The misfits. The rebels.
The troublemakers.
The round pegs in the square holes.
The ones who see things differently.
They're not fond of rules.
And they have no respect for the status quo.
You can praise them, disagree with them,
quote them, disbelieve them,
glorify or vilify them.
About the only thing you can't do is
ignore them.
Because they change things.
“Times of turbulence are the most
exciting times ... because
everything changes”
theGeniusWorks.com genius
works
GE born in a
recession
1876
HP born in a
recession
1929
born in a
recession
1975
MTV born in a
recession
1981
born in a
recession
2001
iPod
Microsoft
theGeniusWorks.com genius
works
West East
theGeniusWorks.com genius works
Volume
West
Big
Business
Mass
Value
East
Small
Consumer
Niche
theGeniusWorks.com genius works
Game Changing
genius works
genius works
Game Changing
genius works
GAME CHANGING
GAME CHANGING
genius works
GAME CHANGING
genius works
genius works
GAME CHANGING
genius works
GAME CHANGING
genius works
GAME CHANGING
GAME CHANGING
genius works
genius works
GAME CHANGING
genius works
genius works
GAME CHANGING
genius works
IDEAS WORLD
genius works
GYAKuSOU JAPAN
genius works
GYAKuSOU JAPAN
Coca Cola
genius works
THINKING DIFFERENT
genius works
125 years old
Bulk water
Retail water
Juice drinks Ready-to-drink
tea
Sports drinks
Juices and nectars
Carbonated
Soft-drinks
Ready-to-drink
coffee
The Coca-Cola Company
Other brands
Bubble size reflects estimated
global beverage profits
Industry unit margins ($)
5 y
ea
r a
ve
rag
e g
row
th r
ate
genius works
CokE’S mARkET mAp
Juices and
nectars
Mineral
water
RTD
coffee
Purified
water
Fruit
drinks
RTD
tea
Sports
drinks
Energy
drinks
Bulk water Powders
1. Build capability
and accelerate
2. Grow margins
3. Participate selectively
4. Approach differently
5. De-emphasise
Market attractiveness
Str
ate
gic
fit
theGeniusWorks.com genius works
CokE’S mARkET mAp
genius works
Too big
Too AMERICAN
Too BAD
genius works
THE NEW DNA
genius works
More RELEVANT
MORE EMOTIONAL
genius works
Example 6: developing Coke’s platform for good
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
RELATIONSHIPS
PLACE
theGeniusWorks.com
PROMOTION
Customers
BRANDS
PRODUCTS
PRICE
Engagement
Participants
Ideas
ENABLERS
Context
RELATIONSHIPS
PLACE
COMMUNITIES
PARTNERS
theGeniusWorks.com
genius works
The 21st Century
Toolkit
Creativity and
the magic
of Pixar
Cameras
1979: LUCASFILM genius
works
genius works
The Graphics group genius
works
Photorealistic Renderman genius
works
1977: cupertino genius
works
1986: Steve Jobs, $10M genius
works
genius works
Ed Catmull
John Lasseter
genius works
1986: LUXO JR genius
works
1995: Toy Story, $362m genius
works
1998: A BUG’S lIFE, $363m genius
works
1999: Toy Story 2, $486m genius
works
2001: Monsters Inc, $529m genius
works
2003: Finding Nemo, $867m genius
works
2004: The Incredibles, $636m genius
works
2006: Walt Disney, $7.4 billion
genius works
2006: Cars, $462M genius
works
2007: Ratatouille, $624m genius
works
2008: Wall-E, $533M genius
works
2009: Up, $731m genius
works
2010: Toy Story 3, $491M genius
works
Emeryville, CA genius
works
genius works
John Lasseter
1. Dream like a child
2. Believe in your playmates
3. Dare to jump in and make waves
4. Unleash your childlike potential
Creative Principles
genius works
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1. Begin with the story
2. Build the set
3. Engage the cast
4. Deliver backstage
Creative Process
genius works
© GeniusWorks
genius works
genius works
genius works
genius works
genius works
genius works
genius works
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what can brands learn
from pixar?
genius works
Imagineering
Creative fusion
Deep immersion
Storytelling
Humanity
Moving you
Infectious
Personality
Branded content
Content spinning Never ending
Inspiring leaders
The magic of pixar
genius works
The 21st Century
Toolkit
Lights
Cameras
Action
Building
the 21st
century brand
BRANDT
genius works
POLYNESIAN GODS 3000BC
genius works
genius works
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genius works
genius works
BRAND ESSENCE
© GeniusWorks
BRAnDS ARE moRE …
genius works
BRAnDS ARE moRE …
genius works
BRAnDS ARE moRE …
genius works
BRAnDS ARE moRE …
genius works
About you not about me
… creative, emotional, energising
Enabling you to do more
… defining, connecting, enhancing
Making life better
THE 21ST CEnTURy BRAnD …
genius works
Bold
Connecting
Dramatic
Enabling
Aspirational
THE 21ST CEnTURy BRAnD …
genius works
About me, dream and desire, redefining context
Aspirational
genius works
Rethink Purpose
Business
narrow
view
Business
narrow
view
Customer
broader
view
Business Customer
© GeniusWorks
Ambitious, challenging, provocative, different, brave
Aspirational Bold
genius works
Customer INSIGHTS
Enablers
Enabling people to do more
Essentials
Delivering what is expected
Energisers
Surprising people memorably
“Needs”
“Wants”
“Aspirations”
“Must Dos”
“Differentiators”
“Distinguishers”
© GeniusWorks
genius works
Aspirational Connecting
About me, dream and desire, redefining context Sharing passions, building community, trusting others
Connecting people
theGeniusWorks.com
Creators
Activists
Contributors
Socialisers
Spectators
© GeniusWorks
Aspirational Dramatic
About me, dream and desire, redefining context Characters, story, immersing, human, enduring
genius works
EXPERIENCE DESIGN
© GeniusWorks
Aspirational Enabling
About me, dream and desire, redefining context Doing more, coaching, supporting, achievement
genius works
Enabling more
Passive
experience
Active
experience
Scripted
delivery
Unscripted
delivery Brand as a
guide
Brand as a
coach
Brand as an
educator
Brand as an
entertainer
© GeniusWorks
future.space design.studio impact.zone
brand.lab
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
Parallel worlds
© GeniusWorks
genius works
future.space design.studio impact.zone
brand.lab
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
genius works
Business models
© GeniusWorks
genius works
future.space design.studio impact.zone
brand.lab
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
genius works
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
VALUE CREATION
© GeniusWorks
genius works
future.space design.studio impact.zone
brand.lab
Creators, interpreters, designers…
… ideas, innovations, inspirations
The driving force of business
… provoking, facilitating, delivering
Guardians of most valuable assets
THE nEw mARkETERS …
genius works
genius works
MARK PARKER, CEO
genius works
MARK PARKER, CEO
genius works
NIKE
genius works
STARBUCKS 2008
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Starbucks 2011
genius works
SUPERDRY JP
genius works
Julian Dunkerton
genius works
1. Jump in, make waves
2. Be the storytellers
3. Be the creatives
genius works
4. Brands about people
5. Brands frame bigger ideas
6. Brands way beyond logos
genius works
7. Connect people
8. Enable people
9. Inspire people
10. Be the visionaries
11. Be the crazy ones
12. Be the change
genius works
genius works
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