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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
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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
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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:en8/12/2019 Genius marketing part3 by Peter Fisk
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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
Emailpeterfisk@peterfisk.com
Twitter @geniusworks
inno.lab the accelerated innovation
process, to stretch your thinking, focus
your action, and inspire your people