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peterfisk@peterfisk.

com
theGeniusWorks.com
@geniusworks

+genius

Brands are not just about


Brands today are more about
Image
Aspiration
Promise
Experience
Difference
Resonance
Values
Spirit
Old new
Consistent
Coherence
Awareness
Participation
Personal
Shared
Engaging
Enabling
Like
Love
Relationship
Movement

Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
innovating
the brand
solution

Enable
innovating
the brand
experience

Connect
innovating
the brand
relationship

Extend
innovating
the brand
range

Optimise
innovating
the brand
portfolio

Impact
innovating
the brand
value

Frame
innovating
the brand
purpose

Brands are about


products and
companies.

Brands are about


people and
passions.

Seeing things differently


Thinking different things
Customer
broader
view
Business
Your
narrow
narrow
view
view

You

Customer

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."

Whats your inspiring purpose

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."

Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Brands are labels


of identity
creating image

Brands are real


experiences
enabling more

Renova

Being

Becoming

Doing

Belonging

Redbull

Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Brands drive
awareness with
mass advertising

Brands enable
resonance with
real-time stories

Persil dirt is gooda

Influence points
Old Marketing

Make aware
Sell

New Marketing

Engage
Enable more
Amplify

Oreo

Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
innovating
the brand
solution

Brands are
innovated by
product function

Brands are
platforms to
innovate business

IBM Smarter Planet

Brushed
Steel

Black
t-shirts

App
Store
Genius
Bar
Apple
store
Apple
.com

Mac
Book

iOS

99c

Think
different

Most
valuable
brand

Colour
Made in
California

Music

iTunes

Apple
logo

Brand
reputation

Most
valuable
company

iPhone

iPod

iPad

Steve
Jobs

Brushed
Steel

Black
t-shirts

App
Store
Genius
Bar
Apple
store
Apple
.com

Mac
Book

iOS

99c

Think
different

Most
valuable
brand

Colour
Made in
California

Music

iTunes

Apple
logo

Brand
reputation

Most
valuable
company

iPhone

iPod

iPad

Steve
Jobs

Apple made in California

Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
innovating
the brand
solution

Enable
innovating
the brand
experience

Branded
experiences focus
on selling

Branded
experiences focus
on enabling

Lulelemon

Lulelemon

Sell
Product
s
$

Deliver
Services
$$

Enabling
Experiences
$$$$$

Umpqua Bank

Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
innovating
the brand
solution

Enable
innovating
the brand
experience

Connect
innovating
the brand
relationship

Brands seek to
build relationships
with people

Brands seek to
build relationships
between people

Customers trust cusyomers

Customer

Customer

Customer

Customer

Brand
facilitator

Customer

Customer

Customer

Customer

Movements nike women

Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
innovating
the brand
solution

Enable
innovating
the brand
experience

Connect
innovating
the brand
relationship

Extend
innovating
the brand
range

Brand architecture
of diverse
separated brands

Brand architecture
built around
bigger ideas

Virgin

Virgin

brand extension

Dove

Diagram

Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
innovating
the brand
solution

Enable
innovating
the brand
experience

Connect
innovating
the brand
relationship

Extend
innovating
the brand
range

Optimise
innovating
the brand
portfolio

portfolio analysis
Revenue

Economic profit

Brand A

Value creators

Brand B

Brand C

Brand D

Brand E

Brand F

Brand G

Value destroyers

VW Group

Frame
innovating
the brand
purpose

Create
innovating
the brand
concept

Resonate
innovating
the brand
story

Cluster
innovating
the brand
solution

Enable
innovating
the brand
experience

Connect
innovating
the brand
relationship

Extend
innovating
the brand
range

Optimise
innovating
the brand
portfolio

Impact
innovating
the brand
value

Brands results
measured by
revenue, share

Brand results
measured by
profit, potential

Brand value impact


Market cap $

Brand adds
value
Brand adds
value
Brand adds
value
Brand adds
value

Current
business
value

Connect
Extend

Cluster
Enable

Value
Frame
creators
Create
Resonate

Brand innovation

Optimise

Potential
business
value

Moonshots

Moonshots
Why go for 10%
When you can have 10x

brandlab brand innovation


How to
to innovate
innovate
How
the brand?
brand?
the

Innovation

Be bold
Be brave
Be brilliant

GAMECHANGERS Next generation strategies for brands and innovation


Gamechangers: Are you ready to change the
world? is the next book from Peter Fisk

Are you ready to change the world?


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


Explore and collaborate with the work in progress at www.Gamechangers.pro

ACCELERATING GROWTH
Engaging your people in a future vision developing a new
business strategy driving creativity and innovation
developing a new brand solving a complex
problem fast building your team

strategy, brand and innovation consulting


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

Gamechanging strategies
Collaborative discovery
Possibility focused
Leadership teams
3 intensive days

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

peterfisk@peterfisk.com
www.theGeniusWorks.com

MARKET MAKERS

peterfisk@peterfisk.com
www.theGeniusWorks.com

seeing things differently, thinking different things

+genius

Genius = INSPIRING IDEAS + PRACTICAL ACTION


Strategic consulting
Exploring your biggest challenges and opportunities,
developing smarter strategies and innovative solutions
for implementation and profitable growth. Customised
approaches, built around these proven formats:

Fit and focused on the future

fast

Future

Fast, intense process helping executive


teams rethink purpose and strategy in a
fast changing world, and then to refocus
and reinvent the business for the future.
Recent clients: Cinnamon, Vodafone

Smarter, faster innovation

Innolab

Accelerated and collaborative three


phase process exploring insights,
designing concepts and delivering
innovative solutions for market success.
Recent clients: Savola Foods, Turkcell

Building a better brand

Brandlab

Developing or extending your brand for a


better future, based on purpose and
relevance, differentiation and identity,
experience and effective delivery.
Recent clients: Aeroflot, Philosophy

Developing customer propositions

myworld

Developing fresh, distinctive value


propositions for each target audience,
building on the brand to engage
customers and deliver better solutions.
Recent clients: TeliaSonera, Visa Europe

Optimising your business portfolio

optima

Exploring your biggest challenges and


opportunities, developing smarter
strategies and innovative solutions
implementation and profitable growth.
Recent clients: Microsoft, Pinar

People development
Developing people to think different and act smarter in
the new business world, from summits and seminars, to
practical workshops and retreats, the content and
experience is designed around your people:

Inspiring one-day masterclass


Inspiring, practical and stretching 1-2 day
seminars on future strategy and brands,
marketing and innovation applied to your
business issues and sector opportunities.
Recent clients: BNP Paribas, Skanska

Building winning teams


Bringing your people together to rethink
and refocus their priorities and direction.
Designing and facilitating the format and
content to energise, connect and enable.
Recent clients: Hersheys, Time Warner

Developing new capabilities


Working with you to design better
programmes from 40+ modules, based on
team and personal capabilities and
priorities, qualifications and real impact.
Recent clients: Coca Cola, Eczacibasi

Innovative leaders
From 2d to 4d: command and control to
connecting and collaborating, catalysing
and creating, amplifying potential to
deliver business and market leadership.
Recent clients: Coty Beauty, Lastminute

We are the Market Makers


Customer champions, business
innovators, growth drivers how to
drive and align the business, and deliver
more business and market impact.
Recent clients: Nestle, Standard Life

Inspiring keynotes
Alibaba to Zidisha, Ashmei to ZaoZao, the next generation
of brands are shaping markets with new ideas and tools.
What does it take to compete, innovate and win in these
new markets? Example themes for keynote speeches:

Are you ready to change the world?


How to shape your market in your own
vision, not live in the shadow of others.
How to innovate from the future back,
then win now forward. What is the future
of health, retail, travel and your world?

Think Different like Steve Jobs


Steve Jobs was a genius and a geek, who
defied the rules of business to create new
markets, and phenomenal results. How
can you apply the magic of Apple to your
business, and Steve to your leadership?

What do our customers really want?


What do post-crisis, digitally enabled,
globally influenced customers really
want? Connecting insights and trends, to
explore how you can do more for your
customers, and outthink the competition.

Engage your left and right brain


How to combine the analytical precision
and disruptive imagination of your left
and right brain to think bigger, simplify
complexity, shape the future, innovate
smarter, and make better decisions.

How to think digital like GenY


Young people, social media, mobile
marketing connecting digital and
physical worlds, networks and content,
viral storytelling and target promotions
to deliver faster, exponential growth.

+genius

PETER FISK

expert in strategy and brands, innovation and marketing


Peter 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.

In 2013 he entered the Thinkers 50 Guru Radar, recognising the worlds 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 worlds favourite airline and managed brands like Concorde.

He went on to work with many of the worlds 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.
Email: peterfisk@peterfisk.com
Twitter: @geniusworks
Website: www.theGeniusWorks.com
Project: www.Gamechangers.pro

Previously he was CEO of the worlds 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.

peterfisk@peterfisk.com
@geniusworks
www.theGeniusWorks.com

+genius

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