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Innovating your brand - purpose, concept, solutions, experiences, extension, optimisation - for profitable growth. For more info contact [email protected]
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
www.theGeniusWorks.com
MARKET MAKERS … seeing things differently, thinking different things
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: [email protected]
Twitter: @geniusworks
Website: www.theGeniusWorks.com
Project: www.Gamechangers.pro
PETER FISK … expert in strategy and brands, innovation and marketing
