the new luxury of brands

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”


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


Rethink brands

“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


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

the new luxury of brands

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