1. 1. www.ftiecla.com BRAND MARKETING Whats new and next in branding? Prof. Peter Fisk peterfisk@peterfisk.com www.theGeniusWorks.com
2. 2. www.ftiecla.com
3. 3. www.ftiecla.com Brands with purpose Fast and social brands Making brands relevant Brands enabling more 0900 - 1030 1100 - 1230 1445 - 1615 1645 - 1815
4. 4. www.ftiecla.com We live in an incredible time
5. 5. www.ftiecla.com We live in an incredible time
6. 6. www.ftiecla.com Virtual world becomes real
7. 7. www.ftiecla.com Snap looks beyond chat
8. 8. www.ftiecla.com Amazons bigger vision
9. 9. www.ftiecla.com $99 to profile your DNA
10. 10. www.ftiecla.com Driverless in Singapore
11. 11. www.ftiecla.com Unlimited executive jets
12. 12. www.ftiecla.com The worlds biggest sports event
13. 13. www.ftiecla.com Magic Leaps cinematic VR
14. 14. www.ftiecla.com Free global wifi for all
15. 15. www.ftiecla.com Exponential growth
16. 16. www.ftiecla.com New opportunities to grow +genius
17. 17. www.ftiecla.com Tesla is now bigger than Ford
18. 18. www.ftiecla.com Xiaomi, the new AppleHyperloop redefines travel
19. 19. www.ftiecla.com SpaceX redefines space travel
20. 20. www.ftiecla.com Rocket Lab in New Zealand
21. 21. www.ftiecla.com Battery-powered, 3D-printed, $5m
22. 22. www.ftiecla.com
23. 23. www.ftiecla.com
24. 24. www.ftiecla.com es 1. 23 & Me 2. Aravind 3. Editas 4. Genentech 5. Intuitive Surgical 6. Narayana Hosp 7. Organova 8. PatientsLikeMe 9. Scanadu 10. Second Sight 1. Amazon 2. Aussie Farmers 3. Etsy 4. Farfetch 5. Le Pain Quotidien 6. Pinterest 7. Positive Luxury 8. Rackuten Ichiba 9. Trader Joes 10. Zappos 1. Apple 2. Beautyin 3. DJI 4. Go Pro 5. Lego 6. Method 7. Natura 8. Nike+ 9. Oculus Rift 10. Renova 1. Alibaba 2. ARM 3. Bharti Airtel 4. GE 5. Google X 6. OneWeb 7. Raspberry Pi 8. Samsung 9. Slack 10. Xiaomi 1. Aeromobil 2. Air Asia 3. Airbnb 4. CitizenM 5. Emirates 6. Kulula 7. RedBus 8. Uber 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. Brewdog 2. GrameenDanone 3. Graze 4. Juan Valdez 5. LA Organic 6. Moa Beer 7. Modern Meadow 8. Nespresso 9. Yeni Reki 10. Zespri 1. Ashmei 2. 1Atelier 3. Desigual 4. Jonny Cupcake 5. Inditex 6. Patagonia 7. Rapha 8. Shang Xia 9. Threadless 10. Toms 1. Aspiration 2. Fidor 3. First National 4. Moven 5. M-Pesa 6. Robinhood 7. Square 8. TransferWise 9. Umpqau 10. Zidisha 1. Al Jazeera 2. Buzzfeed 3. Netflix 4. Pledge Music 5. Red Bull 6. RiotGames 7. Snap 8. Ushahida 9. ViceMedia 10. WeChat futureproduct futurefashion futurefood futurehealth futuretech futuremakersfuturebank futuretravel Thi N/S American brands European brands African/Arab brands Asia/Pacific brands futuremedia 1. Ashoka 2. AzuriTech 3. Graal Bio 4. IBM Watson 5. IDEO 6. Kickstarter 7. Li & Fung 8. Live Nation 9. Salesforce 10. Y Combinator 1. Bitcoin 2. Bhutan 3. City FC 4. The Elders 5. FanDuel 6. ParkRun 7. Michelle Phen 8. Planetary Res 9. Udacity 10. You futureservice futurebrands Peter Fisk 2016 peterfisk@peterfisk.com www.theGeniusWorks.com futurestore High growth companies shaking up every market
25. 25. www.ftiecla.com audacious
26. 26. www.ftiecla.com intelligent
27. 27. www.ftiecla.com networked
28. 28. www.ftiecla.com collaborative
29. 29. www.ftiecla.com Change Why enabling
30. 30. www.ftiecla.com Anything is possible
31. 31. www.ftiecla.com Whats a brand?
32. 32. www.ftiecla.com Brand power
33. 33. www.ftiecla.com $11bn value $70m profit
34. 34. www.ftiecla.com $20bn value $450m profit
35. 35. www.ftiecla.comWhats 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." Changing brands
36. 36. www.ftiecla.comWhats 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."
37. 37. Coca Cola
38. 38. Coca Cola
39. 39. www.ftiecla.com How to build brands that are more trusted and engaging to customers?
40. 40. www.ftiecla.com Business narrow view Business narrow view Consumer broader view Business Consumer Seeing things differently Thinking different things
41. 41. 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." Brand concept
42. 42. 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 worlds 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." Brand concept
43. 43. Finding purpose
44. 44. Red Bull
45. 45. +genius Red Bull Give you wings
46. 46. +genius Tesla Motors A better lifeRed Bull ... The brand
47. 47. www.ftiecla.com Staring with purpose Adding meaning Enabling more
48. 48. Airbnb
49. 49. +genius What does Airbnb mean?
50. 50. Airbnb the Belo
51. 51. What do we enable people to do? How do we enable it better? Why do they tell others about us? Defining a brand
52. 52. Toms
53. 53. Unilever
54. 54. Sustainable living
55. 55. www.ftiecla.com Brands with purpose Making brands relevant 0900 - 1030 1100 - 1230
56. 56. www.ftiecla.com How to align brands with customers and business?
57. 57. +genius Umpqua Bank
58. 58. +genius Umpqua Bank surf, sip, bank
59. 59. UmpquaBank
60. 60. www.ftiecla.com How do brands link to customer value propositions?
61. 61. Nike Running
62. 62. Nike Women
63. 63. Nike Football
64. 64. CustomerJobs Gains Pains What benefits does the customer expect or desire, both rational and emotional? What are the negatives in their current experience, both Rational and emotional? What is the customer trying to do the job they want to do, or new goal to achieve? 32 Think customer
65. 65. Brand Gain creators How do the products and services create customer gain, for example savings that make them happy, or deliver outcomes beyond expectations? Pain relievers Products and services How do the products and services remove the negatives, eg save time and effort, make them fee better, remove negative impacts, or fears? What are all the product and service components that enable the customer to achieve their job? 33 Think business
66. 66. Brand Gain creators How do the products and services create customer gain, for example savings that make them happy, or deliver outcomes beyond expectations? Pain relievers Products and services How do the products and services remove the negatives, eg save time and effort, make them fee better, remove negative impacts, or fears? What are all the product and service components that enable the customer to achieve their job? Think brand CustomerJobs Gains Pains What benefits does the customer expect or desire, both rational and emotional? What are the negatives in their current experience, both Rational and emotional? What is the customer trying to do the job they want to do, or new goal to achieve?
67. 67. www.ftiecla.com Brand idea Brand identity Brand narratives Brand behaviours Brand experiences
68. 68. LA Organic
69. 69. La Amerilla de Ronda
70. 70. LA Organic
71. 71. Lulelemon
72. 72. Lulelemon
73. 73. Sell Product s $ Deliver Services $$ Enabling Experiences $$$$$
74. 74. Brand stretch
75. 75. Brands with purpose Fast and social brands Making brands relevant 0900 - 1030 1100 - 1230 1445 - 1615
76. 76. Juan Valdez Cafe
77. 77. Juan Valdez Cafe
78. 78. Juan Valdez Cafe
79. 79. Commodity product Branded product Personal service Branded experience Customers experience Distinctive design Empathetic delivery Integrated journey Enabling more 2c coffee beans 20c branded coffee $2 coffee in store $20 lunch with friends Addedvaluethrough differentiation Added value through relevance Customers experience
80. 80. Sell Products $ Deliver Services $$ Enabling Experiences $$$$$ Customer experiences
81. 81. Is it the brand experience, or the customer experience?
82. 82. Starbucks
83. 83. Starbucks
84. 84. Starbucks brand extensions
85. 85. Evolution Juice Bars
86. 86. Starbucks Reserve
87. 87. Starbucks Reserve
88. 88. www.ftiecla.com Storytelling in a social world
89. 89. GE Brilliant Machines
90. 90. GE Brilliant Machines
91. 91. Storytelling
92. 92. The shape of stories
93. 93. Pixar
94. 94. Someone ... (a character) Wants ... (a quest, a goal, a mission) But ... (a challenge, an obstacle) So ... (a means of succeeding)
95. 95. Whats 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."
96. 96. +genius Coca Cola content marketing
97. 97. www.ftiecla.com Push + Pull Digital + Physical
98. 98. Amazon
99. 99. Amazon
100. 100. Amazon Alexa
101. 101. Amazon Prime
102. 102. www.ftiecla.com How do campaigns work alongside being realtime and relevant?
103. 103. Old Marketing New Marketing Make aware Sell Engage Enable more Amplify Resonance points
104. 104. Realtime customer tracking
105. 105. Realtime marketing process
106. 106. What are examples of topical events? How could you relate to this? What would you say or do? Realtime and relevant
107. 107. What are examples of topical events? How could you relate to this? What would you say or do? Realtime and relevant
108. 108. Brands with purpose Fast and social brands Making brands relevant Brands enabling more 0900 - 1030 1100 - 1230 1500 - 1630 1700 - 1830
109. 109. www.ftiecla.com Networks build stronger brands
110. 110. www.ftiecla.com +genius Tesla
111. 111. www.ftiecla.com +genius
112. 112. www.ftiecla.com +genius Tesla Motors strategy horizons
113. 113. www.ftiecla.com +genius Tesla Motors Retailing
114. 114. www.ftiecla.com +genius Tesla Motors Iconic features
115. 115. www.ftiecla.com +genius Tesla Motors Networks
116. 116. www.ftiecla.com
117. 117. Enabling the customer
118. 118. Commonwealth Bank
119. 119. www.ftiecla.com C2C
120. 120. Harley Owners Group
121. 121. Harley Owners Group
122. 122. PatientsLikeMe
123. 123. Threadless
124. 124. +genius Tesla Motors A better life
125. 125. +genius Threadless crowd power
126. 126. +genius Threadless crowd power
127. 127. Customerstrustcusyomers Customers do more together
128. 128. Customerstrustcusyomers Customer collaboration Co-enable Co-design Co-create Co-sellCo-support Co-consume
129. 129. Becoming Doing Being Belonging Nike+ experience
130. 130. Nike+
131. 131. Movements nikewomen
132. 132. Nike+ Training Club
133. 133. Contagious idea Influencer Influencer Influencer Advocates Advocates Advocates Contagious ideas
134. 134. Contagious ideas
135. 135. www.ftiecla.com From passive participants to a movement with purpose
136. 136. Lego
137. 137. Lego community
138. 138. Movement Collaborative Customer Customer Customer Customer Customer Customer Brand- enabled community Co-enable Co-design Co-create Co-sellCo-support Co-consume Customer movements
139. 139. +genius
140. 140. +genius Rapha Cycle Clubs
141. 141. +genius Rapha Cycle Clubs
142. 142. Rapha experience
143. 143. What will you do?
144. 144. Brands are not just about Brands today are more about Image Aspiration Promise Experience Difference Relevance Values Spirit Consistent Coherence Awareness Participation Personal Shared Engaging Enabling Like Love Relationship Movement
145. 145. Are you ready to change your game?
146. 146. +genius
147. 147. Twitter: @geniusworks Website: www.theGeniusWorks.com GeniusWorks 2017