building winning consumer-centric brands by peter fisk

building

consumer-centricwinning

brands

An inspiring two-day

brand masterclass

business and brand leaders

Consumer World

Changing World

Day 1, 0930 - 1300

Consumer Insights

Consumer Propositions

Day 1, 1400 - 1730

Consumer Delivery

Consumer Experiences

Day 2, 0930 - 1300

Consumer Businesses

Delivering Results

Day 2, 1400 - 1730

Capturing new insights and

ideas, positioning brands for

consumers and competitively

Building bolder brands that

make people’s lives better,

engaging and inspiring them

Articulating brands in clear

and relevant ways, essence

and value propositions

1 2 3 4

“Hello, I am your customer!”

Customer world, changing

perspective, creating value

Power shifts, global change,

the impact of networks, and

consumers in control.

Whitespaces and business

models – new opportunities

to do more, and grow.

Air Asia and Apple, and the

rise of new markets with new

models

P&G and Pinkberry, how

digital technologies are

transforming experiences

Market maps, value exchange,

business models, business,

brand and customer strategy.

Coca Cola and Nike, big

brands for global markets,

but making them local too.

Samsung and Skoda, new

ideas applied from other

regions and categories

Consumer immersion,

energiser pyramids, value

propositions, brand canvas

Left brain, right brain of the

new brand leader, seeing

things differently

Aligning business and

partners to deliver as

customer-centric brands

Optimising brand and

portfolio performance for

profitability and growth.

Designing and delivering a

great experience, by the

whole organisation.

Communicating brands

through compelling stories,

and across integrated media

Building relationships,

loyalty and community with

social media and more

Aberchrombie and Ed Hardy

on emotions, theatre and

storytelling

Lego and Threadless on

collaboration, co-creating

and co-delivering.

Experience design, concept

innovation, integrated

comms and media

Zynga and Superdry driving

change in response to a new

world order.

Apple and Virgin Galactic

and making a bigger

difference to your world.

Brand leadership, brand

equity and value, metrics

and managing portfolios.

An inspiring two-day brand masterclassdriven by your business issues, delivering real business impact

Consumer World

Changing World

Day 1, 0930 - 1300

1

“Hello, I am your customer!”

Customer world, changing

perspective, creating value

Power shifts, global change,

the impact of networks, and

consumers in control.

Whitespaces and business

models – new opportunities

to do more, and grow.

Air Asia and Apple, and the

rise of new markets with new

models

P&G and Pinkberry, how

digital technologies are

transforming experiences

Market maps, value exchange,

business models, business,

brand and customer strategy.

Practical applications:

1. Seeing the bigger picture of how the business

world is changing, and how business and

brands need to change and do more too.

2. Understanding the role of the customer (or

consumer) in the value-creation system, and

how it enables better results.

3. Using whitespace mapping to consider new

segments, categories, and areas for innovation,

for profitable growth

4. Exploring alternative business strategies, and

what they mean for brands in terms of focus,

positioning and ways in which they win.

5. Using business model design to consider

alternative commercial models, including new

types of partnerships and new revenue streams.

6. Exploring digital technologies and how they are

reshaping business and consumer relationships,

and opportunities to innovate.

7. Applying the ideas from other sectors, and the

companies who are shaping them, and winning,

to our own sector and brands.

Business impact:

1. Employees engaged in the need to

think differently, and energised by the

new opportunities for your brands

2. Clarity of understanding and

terminology about the role and value

of the consumer to your brands

3. Exploring new areas which could offer

future areas and growth opportunities

for your brands

4. Understanding the connection between

customers and strategy, and the

options available to your brands

5. Stretching thinking to understand how

doing more for customers can lead to

new areas of profitable growth

6. Appreciating the diversity of new

technologies which are no available to

us (explored more later)

7. Inspiring people with real stories other

places (large and small, east and west)

to help them see new possibilities.



1. Considering the enduring and changing needs,

wants and aspirations of consumers, and the

range of techniques to enable this

2. Developing a “customer canvas” which brings

together and interpret the many types of

quant/qualitative consumer insights

3. Exploring the implications of consumer change

on the role of brands, and how they need to

change to respond.

4. Defining clearly the brand as a concept, its role

in supporting consumers and business, and how

to define and develop a customer-centric brand

5. Using “consumer narratives” to articulate the

brand in a way that is relevant and enabling to

its target audiences

6. Developing “value propositions” that translate

the brand in specific and practical ways for

each target consumer segment.

7. Exploring the changing ways in which brands

are managed and communicated, in particular

in more local and community-based ways.

Business impact:

1. Exploring how your brands existing

and potential consumers are changing,

and how we need to change.

2. Enhancing the insights with the broad

range of sources your brands have at

their disposal

3. Considering the implications for each

of your brands, in terms of their

relevant positioning and experience

4. Understanding the current “concept”

of each of your brands and how it

relates to consumers.

5. Articulating each of your brands in

more topical and updated ways to be

most relevant to target segments

6. Developing value propositions which

can shape future product/service

priorities and communication.

7. Considering innovative ideas to

enhance our brands, by learning from

brand leaders around the world.

Consumer Insights

Consumer Propositions

Day 1, 1400 - 1730

Capturing new insights and

ideas, positioning brands for

consumers and competitively

Building bolder brands that

make people’s lives better,

engaging and inspiring them

Articulating brands in clear

and relevant ways, essence

and value propositions

2

Coca Cola and Nike, big

brands for global markets,

but making them local too.

Samsung and Skoda, new

ideas applied from other

regions and categories

Consumer immersion,

energiser pyramids, value

propositions, brand canvas



1. Designing a better experience for consumers

using “experience mapping” of existing and

potential in/tangible touchpoints “outside in”

2. Exploring how digital platforms, such as co-

creation, social networks and viral media can

innovate the experience in new ways

3. Specifically considering how companies use

Adwords, Facebook, Twitter, Google+ to build

brand presence, advocacy and loyalty

4. Considering the implications of changing the

experience in terms of value to consumers, fit

with brand, and profitable growth.

5. Communicating the brand, and brand

experience, in more topical, interesting and

personal ways using a range of techniques

6. Understanding the role of different types of

media, from advertising to events, to balance

pull and push, boldness and participation.

7. Optimising and managing the brand

experience, balancing the basic delivery of

great brands, with new innovations.

Business impact:

1. Improving the attractiveness,

efficiency and effectiveness of your

brands experiences

2. Exploring ways to improve your

brands consumer engagement, and

thereby brand preference and loyalty

3. Exploring ways to improve your

brands use of digital media, to

increase awareness and sales.

4. Ensuring that employees focus on new

opportunities (especially digital) that

have practical, profitable benefits.

5. Exploring how your brands can better

use existing media and agencies, for

more impact

6. Considering more integrated use of

media that has most impact on brands

and their consumers

7. Focusing on the basics as well as new

ideas, to reinforce the importance of

simply great brand experiences.

Consumer Delivery

Consumer Experiences

Day 2, 0930 - 1300

3

Designing and delivering a

great experience, by the

whole organisation.

Communicating brands

through compelling stories,

and across integrated media

Building relationships,

loyalty and community with

social media and more

Aberchrombie and Ed Hardy

on emotions, theatre and

storytelling

Lego and Threadless on

collaboration, co-creating

and co-delivering.

Experience design, concept

innovation, integrated

comms and media



1. Defining customer-centric brand management

that continues to be responsive and inspiring to

its target audiences, and delivers best results.

2. Optimising the brand position, communication

and experience delivery in order to maximise

value to consumers, and short/longterm profit.

3. Considering the overall portfolio of brands and

how they most effectively work together and

separately to reduce costs and grow revenues.

4. Clarifying the role of partners, from suppliers to

affinity brands, for implications of the brand,

and how they can enhance the experience.

5. Defining the business metrics of a brand, how to

measure brand equity and value, and how this

drives business profitability and value creation

6. Considering what I need to do as a leader

(manager) of the business and brand in order to

make these ideas happen practically

7. And how I personally need to think differently,

in order to embrace the new ideas, and engage

and inspire the people I lead.

Business impact:

1. Improving the effectiveness of brand

managers in taking better consumer-

centric and commercial decisions.

2. Commercially exploring how to

maximise the value of each your

brands, in a consumer-centric way.

3. Commercially exploring how to

maximise the value of your overall

brand portfolio.

4. Practically considering how to shape

the role and requirements of your

business and brand partners.

5. Focusing on the right performance

metrics, so that brands are managed

more effectively at every level.

6. Ensuring that business and brand

managers understand their roles in

delivering performance.

7. Each person understanding how they

personally will change, and improve to

deliver results for your brands.

Consumer Businesses

Delivering Results

Day 2, 1400 - 1730

4

Left brain, right brain of the

new brand leader, seeing

things differently

Aligning business and

partners to deliver as

customer-centric brands

Optimising brand and

portfolio performance for

profitability and growth.

Zynga and Superdry driving

change in response to a new

world order.

Apple and Virgin Galactic

and making a bigger

difference to your world.

Brand leadership, brand

equity and value, metrics

and managing portfolios.


How are you embracing the new consumer agenda,

the changing needs and aspirations

of your target audiences?

We combine big trends

with specific insights …

Exploring what matters

most to your consumers

in today’s post-crisis

uncertain world.

© GeniusWorks 2013

As the world changes, how are you changing?

How will you embrace the power shifts, mindset flips,

technological impacts, consumer expectations,

and changing rules of the business world?

© GeniusWorks 2013

Defining a customer-centric framework … with10 concepts and 30 tools

Focusing on best customers

Understanding people

Discovering new insights

Articulating propositions

Engaging audiences

Personalising experiences

Building advocacy

Delivering profitable growth

Introducing a broad range of practical tools and techniques …

Evaluating the best markets

Deciding where to focus

Being different

Building strong brands

Seizing discontinuities

Co-creating innovation

Launching new solutions

Reshaping the market

… to help brand leaders think differently, and deliver better results

Evaluating how customer-centric your business is, and could be …

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: Next Generation Brands and Business

Innovation” … the next book from Peter Fisk

Explore and collaborate with the work in progress at www.NextGenerationBrands.com

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

© GeniusWorks 2013

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.

.

Email: [email protected]

Twitter: @geniusworks

Website: www.theGeniusWorks.com

Project: www.NextGenerationBrands.com