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+genius Peter Fisk explores the best moments of marketing in 2013, and the opportunities for 2014.
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Peter Fisk explores the best
moments of marketing in 2013,
and the opportunities for 2014.
+genius theGeniusWorks.com
23andMe … the DNA profiling
business founded by Anne Wojcicki in
San Jose went mainstream in 2013,
reducing its prices from $999 to $99
and launching TV advertising.
Simple “spit tests by mail” enable
23andMe to analyse your genetic
profile, identifying everything from
ancestry to future health conditions.
Initial ads featured Mohammed Ali,
and his fight against Parkinson’s, more
recent versions have focused on the
US obsession of family history.
Angelina Jolie’s mastectomy gave the
business huge publicity, whilst the
business model behind the price cuts
is all about building a huge DNA
database that can change the way
pharma companies develop drugs,
and insurance companies evaluate life
risks. For marketers the interesting
lesson is how to engage consumers in
new technologies, as well as
rethinking business models and their
potential through partners.
In 2014, marketers need to work
harder at applying the potential of new
technologies in more human ways,
building brands that ultimately make
life better.
…
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Google X … whilst media attention
has been on Google Glass, the
augmented reality headsets, the real
story is about how the search business
is transforming many industries at its
secret “Google X” labs.
“Moonshot thinking” as chief scientist
Astro Teller calls it, is about making
impossible dreams happen. X’s
largest project is actually for
driverless cars, the innovation that
Sergey Brin says is most exciting of all.
This is a great example of companies
“thinking bigger”, searching for more
significant and disruptive ideas that
create new markets rather than just
evolving existing products, and
tweaking price and positioning within
existing markets. For marketers the
lesson is about stretching imagination,
becoming the futurists of their
business, which ultimately will change
perceptions of a business for
investors, whilst inspiring customers
and employees alike.
In 2014, marketers need to think
bigger about their next opportunities.
As Google says “why seek to improve
by 10% when you could do things 10 x
better”. Far more inspiring.
…
theGeniusWorks.com
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Li and Fung … the 107 year old Hong
Kong-based company entered its 40th
country this year, creating “sourcing
hubs” around the world supported by
its 300 offices.
For the first century, the business was
a low cost manufacturer of clothing,
but then rising standards of living
made a low cost base impossible. So Li
and Fung become a “network
sourcing” business that connects
companies (entrepreneurs and
corporations) with everything they
need to make their creative ideas
happen. Li and Fung will find you the
best investor, designer, manufacturer,
distributor, merchandiser, accountant
– whatever you need to be successful.
40% of the world’s clothing is now
enabled by Li and Fung’s networks.
For marketers this is a great example
of the big global trend towards “ideas
and networks” companies being the
most successful – working in new
types of partnerships that are creative,
global and agile.
In 2014, “ideas and networks”
businesses will give marketers the
infrastructure to extend their brands
into new geographies and categories
at less risk and more speed.
…
theGeniusWorks.com
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Organova … the world’s leading
artificial organ business this year
created a 3D-printed heart.
Whilst the synthetic production of
muscle tissues is becoming well
established, moving to core organs
which would otherwise require
transplants has a fundamental impact
on ethics and healthcare. 3D printing
still seems like a gimmick, a step up
from Play-doh, but it is revolutionising
many industries. Another example this
year is the Urbee 3D-printed car,
which can be manufactured on
location, saving huge amounts of time
and expense in logistics and stock. For
marketers this is about thinking
different, applying new tech to
different aspects of your business, to
reduce costs and time, and thereby
enable better solutions, and more
local propositions.
In 2014, marketers will embrace 3d
printing as a platform for offering
hyper-personalised, fast and local
products in every category.
…
theGeniusWorks.com
+genius
Pebble … the Pebble smartwatch was
launched this year, with more fanfare,
and more demand, than the Samsung
Gear which arrived a few months later.
Pebble started as a Kickstarter project
with a goal to crowd-fund $100k … but
exceeded that target, raising over $10
million.
Co-funders are now receiving their
watches, which can also be bought
through retailers for $149. The watch
connects with both iOS and Android
phones, notifying its wearer of calls,
texts, emails, calendar events and
social media activity. Whilst it has
been praised for its stylish design,
easy connections, and long battery
life, users have been frustrated by the
limited apps so far available. In many
ways it is part of a new alert-device
category, alongside the likes of FitBit,
Jawbone and Nike Fuel. The big lesson
for marketing lies in the potential of
crowds in pre-launching new
products, whilst also in defining new
categories which sit in the gap, or on
the bridge, between others.
In 2014, marketers will move to the
next level in customer collaboration,
… co-funding, co-designing, co-
building, co-marketing, co-
supporting, co-rewarding
…
theGeniusWorks.com
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Apple … whilst 2013 has been a year
of questions for some Apple fans,
whether Tim Cook can sustain the
incredible growth of the Cupercino
circus, and uncertainty over the
refreshed iOS7 design from Jonathan
Ive, in other ways Apple has made
more impact than ever.
Most significantly, the iPad has
become the platform for a multitude of
adapted business activities, enabling
everyone from airline crew to hospital
doctors to change the way the work,
faster and cheaper, smarter and more
human. The iPad Mini for example has
been a revelation to doctors who can
now slip it into their white coats and
have all the information they ever
need about patients, conditions and
medication, instantly at the patient’s
bedside. For marketers, an example of
the benefit in working through the
niche applications of products to
transform different customer
experiences.
In 2014, marketers will need to
recapture their thirst for disruptive
innovations, realising that derivative
price-point thinking is a danger to
their brands, as it is to Apple.
…
theGeniusWorks.com
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ARM … the Cambridge-based
designer of microprocessor has long
been the arch rival of Intel.
ARM’s business model is about
designing the patterns and then
outsourcing the manufacturing, rather
than actually making the chips like
Intel. This means ARM can work more
globally and flexibly with many more
partners, faster to respond to new
trends. ARM’s low-energy products
are more suited to small devices like
smartphones and tablets, whereas
Intel has focused on larger computers.
The small and smarter trend in
smartphones, watches, tablets, favours
ARM, and this year saw the British
company exceed the sales of its big
rival for the first time.
In 2014, marketers will need to think
mobile first, thinking “so-lo-mo” and
embracing data more powerfully.
They also need to become ever more
IP savvy, understanding what it really
is that they do uniquely, and how they
can monetise this in more effective
ways. Partnerships become ever more
important in connecting the right ideas
with global markets.
…
theGeniusWorks.com
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P&G … AG Lafley returned as CEO,
the consumer goods giant having lost
its way trying to embrace the digital
world with soap and cosmetics.
Lafley’s first action was a letter to all
staff reminding them of what matters
most – the consumer. The simplicity of
his obsession saw a tripling of P&G’s
market value in his previous decade
as CEO, and whilst it doesn’t mean the
consumer is always right, it does mean
that taking a consumer rather than
product perspective is the foundation
of more relevant marketing, and
successful innovation. His letter to
employees (read it on my blog!) is a
fabulous reminder of what matters
most to marketers, inside P&G and
everywhere else too.
In 2014, marketers everywhere should
remember that despite the dazzling
technologies and accelerating
innovations, customers (or consumers)
are still “the boss”.
…
theGeniusWorks.com
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Nike … CEO Mark Parker is a
marketer, and an example of the trend
towards more business leaders
coming from a background that is
creative and consumer orientated.
Whilst Nike celebrated 25 years of its
“Just do it” slogan this year, Parker
reiterated his belief that the business
is not about shoes and clothing, but
about what it enables its consumers to
do. Just like Phil Knight said from
Nike’s founding, on every tag inside
the shoe, Nike is dedicated to
delivering your best performance, be
that running a faster marathon, a more
enjoyable gym workout, monitoring
your fitness level with Nike Fuel, or
sharing experiences with Nike+
devices and software. For marketers,
it is about brands defining the
consumer’s aspirations, extending for
beyond a product-centred core.
In 2014, marketers need to add value
beyond their core – additional
products and services that enable
customers to achieve more. They will
also become ever more influential in
business, driving creative and
customer thinking, but also becoming
the most likely CEOs.
…
theGeniusWorks.com
+genius
Red Bull … last year it was about
space jumps, with the Stratos Project,
this year Red Bull Media House moved
to the heart of the business, with CEO
Dietmar Mateshitz pronouncing that
Red Bull is firstly “a media brand that
currently makes drinks”.
A little like Nike, this reflects brands
refocusing around consumers, their
aspirations and experiences, rather
than being a label of a company or
product. It also reflects a growing
trend for marketers to take their core
creative process in-house. In an ideas
world, no longer can they afford to
outsource their creativity to agencies
who need to work harder and
together, in connecting with
consumers. Whilst a collaborative
process, Red Bull recognised that
ideas are their core asset which they
need to nurture and grow.
In 2014, marketers need to rethink
their agency relationships. Ad
agencies are no longer top dogs, but
neither is any other media. Marketers
need to take a lead in creative
thinking, and more integrated media
planning and execution.
…
theGeniusWorks.com
+genius
Dollar Shave Club … founder Michael
Dubin continued to produce his
irreverent low-budget ads for US
television, using low cost, amateurish
production quality to promote his
shaving foam as “f*****g great!” And
that’s about it.
The viral impact of youth did the rest
for him, showing that being different,
having attitude, and “being real” are
actually endearing factors to
millennials.
Marketers in 2014, need to think ever
more openly about what cuts through
the competitive noise, and creates
resonance with their target audience.
Gen Y will soon account for 30% of
most markets, so marketers need to
find a new voice to engage them. This
also means that brands and products
need to become more diverse yet
focused … one product having
multiple propositions to engage each
of its increasingly different audiences.
…
theGeniusWorks.com
+genius
Oreo … the most publicised
marketing event of the year, was
Oreo’s quick thinking “You can still
dunk in the dark” tweet in response to
the Superbowl power cut.
Whilst it demonstrated that marketers
need to be much more “real time” and
agile in their creativity and
communications, it was also quite
obvious. Perhaps more significant is
creating the conditions, empowered
and ready, for marketers to be able to
make fast decisions like this without
sign-off, or long internal processes.
In 2014, real-time marketing will
become the central day-to-day activity
of marketers, connecting with current
topics and real-time events, being fast
and spontaneous, creating dialogues
rather than pushing planned
campaigns. This isn’t just about
Facebook and Twitter, nor about viral
gimmicks, it’s about fundamentally
changing when, where and how
brands engage with people in their
lives.
…
theGeniusWorks.com
+genius
Nokia … the death of a technology
giant, perhaps not surprising to those
of us smartphone users who let go of
our Nokia’s some years ago.
But what was interesting is that this is
the company who had transformed
itself so many times before – from
being Finland’s largest forestry
company, to being the leading
shipbuilder, it grasped the
opportunity of mobile tech. But then it
let in a generation of people who were
blinkered by scale and success, and
lost the ability to keep changing.
In 2014, marketers need to be ever
more agile, questioning everything
from what market they are really in, to
who their competition actually is. The
answers may be unconventional, but
also stimulating.
…
theGeniusWorks.com
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Square … Jack Dorsey’s simple
dongle plugs into your phone or tablet
and becomes a payment card reader,
transforming the potential of small
businesses across the world.
Market stalls to cupcake shops,
plumbers and window cleaners, can
now all accept payments by card.
Whilst the system still wirelessly links
into the conventional payment
networks, with the same security to
both consumer and retailer.
In 2014, marketers need to get back to
the idea of making life better for each
customer segment … and in particular
thinking about how simplicity can beat
complexity, redesigning experiences
from the customer’s perspective. In
fact “outside in” is a much better way
to innovate, understanding the real
frustration or aspiration, and then
exploring the products and services
that could most effectively address
this.
…
theGeniusWorks.com
+genius
Xiaomi … the Chinese Apple-imitator
is growing like wildfire in Asia, fuelled
by the Steve Jobs-like on-stage antics
of its CEO Lei Jen.
Wowing the crowd, jeans and turtle
neck, rock music and magical words.
Whilst it benefits from the
protectionism of its government,
Xiaomi can ride a huge wave of
growth as Chinese open their eyes to
consumerism with new aspiration and
wealth. By securing preferential deals
with Chinese parts manufacturers it
also has the potential to eventually
outplay Apple.
In 2014, marketers need to look east
not west, for new customers and
competitors, but also inspiration.
Gone are the hero-worshipping days
of Made in USA, China and India, and
beyond, now have the creativity as
well as efficiency to look up to. Whilst
emerging markets have emerged, and
grow fastest, we should also focus on
doing more for the key markets of
young and old, women and urban,
ethnic and poor.
…
theGeniusWorks.com
+genius
Peter’s new book “Gamechangers:
Next Generation Brands” will be
launched in April 2014 including 120
new case studies from around the
world … Alibaba and Air Asia, Ashmei
and Azuri Tech … to ZaoZao and
Zappos, Zidisha and Zipcars …
Peter explores how we can learn from
the world’s most innovative business,
how they are shaking up markets by
changing the game … and how
marketers need to step up to the
challenge of being “market makers”,
inspiring their business, shaping the
future in their own vision.
Find out more at Gamechangers.pro
…
theGeniusWorks.com
Peter Fisk is a business and brand innovation expert.
He 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.
He was recently described by Business Strategy Review as “one of the 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.
.
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Innovation Business summits Think Different
Brand strategy Customised Development New Customer Agenda
Propositions Innovative Leaders Einstein Picasso
Business impact Market Makers GenY+SoLoMo=expG
Future
Innolab
Brandlab
optima
fast
Strategic consulting Practical development Inspiring keynotes
Contact Peter Fisk at [email protected] or +44(0)783448383 … new articles, book extracts, videos, and blog at www.theGeniusWorks.com
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