the new luxury of brands
TRANSCRIPT
Peter Fisk theGeniusWorks.com
@geniusworks
The new luxury of brands
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Luxury of time
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Luxury of being human
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Luxury of creativity
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Luxury of experiences
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Changing the game
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Think Nespresso
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Think Airbnb
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Think Tesla
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Think Starbucks
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Think Shang Xia
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Think Rapha
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What will you do?
“Out-thinking the competition with audacious audacious ideas that can change the world”
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Customer Business
Rethink purpose
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Harley Davidson
Harley Owners Group
“Building brands about people
not products, aspirations not
egos … about making life better
better” +genius
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink brands
Nike
Nike+
“Innovating the whole business … from business model to customer experience”
!© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
Rethink innovation
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Beauty’in
Beauty’in
Acting with speed and agility
Connecting ideas and
people
Passion to make life
better
Having an audacious
attitude
Shaping your own
vision
Making sense of change
Persisting to make it happen
© Peter Fisk 2014 Gamechangers.pro
Redefining markets
10 times, not 10%
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The Gamechangers
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Aeromobil 3.0
Audacious ideas
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es
1. 23 & Me 2. Aravind 3. Epocrates 4. Genentech 5. Intuitive Surgical 6. Narayana H 7. Organova 8. PatientsLikeMe 9. Scanadu 10. Second Sight
1. Amazon 2. Aussie Farmers 3. Etsy 4. Fab 5. Greenbox 6. Le Pain Q 7. Positive Luxury 8. Trader Joe’s 9. ZaoZao 10. Zilok
1. Apple 2. Beauty’in 3. Godrej 4. Lego 5. Method 6. Natura 7. Nike+ 8. Oculus Rift 9. Pebble 10. Renova
1. Alibaba 2. ARM 3. Bharti Airtel 4. Giff Gaff 5. Google X 6. Rackspace 7. Raspberry Pi 8. Samsung 9. Tencent QQ 10. Xiaomi
1. Aeromobil 2. Air Asia 3. AirBNB 4. Emirates 5. Kulula 6. Moveo 7. Pipistrel 8. RedBus 9. Virgin Galactic 10. Zipcars
1. 3DHubs 2. Corning 3. DP World 4. Dyson 5. Embraer 6. Local Motors 7. Space X 8. Syngenta 9. Tata 10. Tesla
1. Aeroshots 2. Gram-Danone 3. Graze 4. Isis Organic 5. Juan Valdez 6. LA Organic 7. Moa Beer 8. Nespresso 9. Yeni Reki 10. Zespri
1. Ashmei 2. Beats 3. Desigual 4. Gilan 5. Indetix 6. Patagonia 7. Rapha 8. Shang Xai 9. Threadless 10. Tom’s
1. Alior Sync 2. La Caixa 3. Fidor 4. First National 5. Itan Unibanco 6. Moven 7. M-Pesa 8. Square 9. Umpqau 10. Zidisha
1. Al Jazeera 2. Coursera 3. Future 4. Pixar 5. Pledge Music 6. Red Bull 7. Rovio 8. Spotify 9. Ushahida 10. Wordpress
futureproduct futurefashion futurefood futurestore
futurehealth futuretech futuremakers futurebank
futuretravel
N/S American brands European brands African/Arab brands Asian/Oceania brands
futuremedia
1. Ashoka 2. AzuriTech 3. Graal Bio 4. IBM 5. IDEO 6. Kickstarter 7. Li & Fung 8. Live Nation 9. Salesforce 10. Y Combinator
1. FC Barcelona 2. Bitcoin 3. Bhutan 4. The Elders 5. Lovemarks 6. Oregon Project 7. ParkRun 8. WWF 9. Zoe Suggs 10. You
futureservice futurebrands
© Peter Fisk 2014 [email protected]
Gamechangers.pro The book includes 100 case studies of brands, large and small, from across the world who are shaking
up their markets, as voted for by industry leaders in each sector. More at www.Gamechangers.pro
Mexico 1968
Zurich 1982
Don’t just play the game Change the game
Change your game
THINK Change your
vision
Change your story
Change your market
Change your strategy
Change your brand
DESIGN Change your
business
Change your potential
Change your results
Change your relationship
Change your experience RESONATE
MOBILISE
EXPLORE
IMPACT
AMPLIFY
DISRUPT
ENABLE
INSPIRE
© Peter Fisk 2015 More details in the new “Gamechangers” book +genius
THINK Change your
vision
Focus on optimising profits Built on core capabilities
To be 10% better
Guided by inspiring purpose Driven by audacious ideas
To be 10 times better
EXPLORE Change your
market
Accepting markets as they are Geography and category
Rational and average
Making markets in your vision Tribal and problem solving Emotional and distinctive
DISRUPT Change your
strategy
Strategy optimises the present Evolving incrementally
Playing the game
Strategy disrupts the future Pivoting transformationally
Changing the game
INSPIRE Change your
brand
Brands are logos and slogans About companies and products
Promotions to drive sales
Brands capture bigger ideas About people and their aspirations
Platforms for collaboration
DESIGN Change your
business
Innovating products and services Driven by technical possibility
Linear, disciplined process
Innovating the business model Driven by human opportunity
Dynamic, creative fusions
RESONATE Change your
story
Communicate on your terms Push campaigns to everyone
Slogans, gimmicks, incentives
Engage people on their terms On demand, time and place
Topical, authentic, experiential
ENABLE Change your experience
Selling and serving Consistent and delivered
Transactional, linear, finite
Engaging and enabling Participative and personal
Relational, circular, enduring
MOBILISE Change your relationship
Seek relationships with people Loyalty built on incentives
Individual and isolated
Relationships between people Loyalty built on community Collaborative and sharing
IMPACT Change your
results
Short term financial results Sustainability as compliance
Compromised value
Long term value creation Sustainability drives growth
Englightened value
AMPLIFY Change your
potential
Supertanker’s size and stability Managing the status quo
Deliver and improve
Speedboat’s speed and agility Leaders of a changing world
Innovate and amplify
10 ways to change the game
© Peter Fisk 2015 More details in the new “Gamechangers” book
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Vision Canvas
Strategy Canvas
Growth Canvas
Disruption Canvas
Brand Canvas
Engagement Canvas
Proposition Canvas
Relationship Canvas
Insights Canvas
Co-creation Canvas
Innovation Canvas
Business Canvas
Leadership Canvas
Sustainability Canvas
Culture Canvas
Performance Canvas
FUTU
RE
LAB
B
RA
ND
LA
B
CR
EATIVE LAB
PER
FOR
MA
NC
E LAB
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Peter Fisk is a bestselling author, keynote speaker and expert consultant, helping business leaders to develop innovative strategies for business and brands. He is a Professor of Strategy, Innovation and Marketing at IE Business School, one of the world’s top ranked business schools, and leads his own company, GeniusWorks, a boutique consulting firm, helping clients around the world to make sense of fast-changing markets, and find new ways to think, compete and win. He features on the Thinkers 50 “Guru Radar” as one of the world’s top business experts. Having trained as a nuclear physicist, Peter moved to managing brands like Concorde at British Airways, helping Microsoft to adopt a value-based marketing model, and Virgin to launch into new markets. He has worked in every sector and region of the world. As CEO of the world's largest marketing organisation, the Chartered Institute of Marketing, he became a global authority on what's best and next in business and markets. Finding his own space, he founded GeniusWorks, with offices in London and Istanbul. He works with businesses in every sector, food to fashion, skincare to stock exchanges – brands as diverse as Aeroflot and Coca Cola, DSM and GSK, Mars and M&S, Philosophy and Red Bull, Sabre and Santander, Tata and Turkcell, Virgin and Visa, Vodafone and Yapi Kredi - to think bigger and smarter, develop innovative strategies, bolder brands, and accelerate growth. Peter’s new book "Gamechangers ... Are you ready to change the world?” explores the next generation of brands, shaking up markets, innovating and winning in new ways. Based on 100 global case studies, it explores the challenges of new markets, changing customers, brand building, new business models, real-time marketing, harnessing social media, inspiring leadership and positive impact. It has been nominated for Marketing Book of the Year 2015. His other books include "Marketing Genius" explores the left and right-brain challenges of success, and is translated into 35 languages. It was followed by five others – “Business Genius” on leadership and strategy, “Customer Genius” on building a customer-centric business, “People Planet Profit” on sustainable innovation - and most recently "Creative Genius" defining what it takes to be Leonardo da Vinci in the 21 Century. Peter was described by Business Strategy Journal as "one of the best new business thinkers". He is thoughtful and practical, combining high-energy keynotes with high-impact workshops. Each one is uniquely designed for the specific audience, their issues and aspirations. Helping people to find their own space, to be leaders of change - to be bold, brave and brilliant.
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Email: [email protected] Phone: +44 7834483830 Twitter: @geniusworks Website: www.theGeniusWorks.com