Peter Fisk : Session Ideas : SPEAKERS for BUSINESS

Peter Fisk

Founder and CEO of the Genius Works

Session Ideas

Marketing Genius

Peter’s bestselling book Marketing Genius (published by Wiley Capstone, 2006) is currently being translated into 25 different languages.

It describes how a more left and right-brain approach to business can achieve extraordinary results – what today’s businesses can learn from Einstein and Picasso, and their modern contemporaries such as Steve Jobs and Philippe Starck Applying this in practice, the book considers how to connect such left- and right-brain thinking to build more powerful and compelling brands - from Alessi and Zara, to Innocent and Jet Blue. It describes the implications for communications and channels that harness, rather than challenge, consumer power. And it provides a more enlightened approach to measuring and reporting marketing performance short and long-term.

"Marketing Genius" is about combining deep intelligence and radical creativity to deliver extraordinary results in the marketplace and on the bottom line.

Introduction : The Making of a Marketing Genius. The best opportunities for business are outside not inside, meaning that business needs marketing more than ever, but not as before. From Einstein to Picasso, iPods and waffle soles, a genius applies intelligence in a creative way.

Part 1. Thinking : The Mind of a Marketing Genius

Learn from Albert Einstein’s mind-boggling scientific discoveries and Steve Jobs’ pioneering success with Apple and Pixar, to do more intelligent marketing that makes sense of complex and fast-changing markets.

1 : Making sense of complex markets. Learning from Apple. How to do Market Mapping

2 : Finding the best market opportunities. Learning from Porsche. How to do Opportunity Evaluation

3 : Developing strategies from the outside in. Learning from Novartis. How to do Market Strategy

4 : Creating deep insight out of information overload. Learning from TY Beanies. How to do Insight Generation

5 : Developing propositions with more pulling power. Learning from Sky Sports. How to develop Value Propositions

6 : Embracing ethics and responsibility to do better business. Learning from Pepsico. How to do Responsible Marketing

7 : Optimising your market positioning. Learning from Volkswagen and Audi. How to do Market Positioning

8 : Rationalising your product and customer portfolio. Learning from Diageo. How to do Portfolio Analysis

9 : Making the right marketing decisions every time. Learning from Coca Cola. How to do Value Driver Analysis

Part 2. Acting : The Hands of a Marketing Genius

Learn from Pablo Picasso, one of the few artists to become a legend in his own time and Philippe Starck, the French designer of hotels and watches, to do much more innovative marketing to stand out from the crowd, to beat the intense competition.

10 : Building brands that have a compelling purpose. Learning from Pret a Manger. How to develop a Brand Vision

11 : Ensuring that brands are genuinely differently Learning from Swatch. How to achieve Competitive Differentiation

12 : Engaging stakeholders in the brand’s community. Learning from HP’s Hype Gallery. How to do Brand Engagement

13 : Communicating with creativity and consent. Learning from MAC Cosmetics. How to do Memic Messages

14 : Resigning channels around customers not companies. Learning from Amazon. How to build Customer Gateways

15 : Building loyalty based on people’s affinities. Learning from Ferrari. How to do Affinity Marketing

16 : Commercialising creativity in the marketplace. Learning from Blackberry. How to do Market Innovation

17 : Developing more radical customer experiences. Learning from Jones Soda Co. How to do Experience Design

18 : Thinking big with the ultimate business model. Learning from Virgin. How to develop New Business Models

Part 3. Doing : The Impact of a Marketing Genius

Learn from Warren Buffett, the world’s greatest financial investor, and Phil Knight’s passion for performance and profits at Nike, to do inspired marketing that delivers real business results.

19 : Champions of customers, innovation and growth. Learning from Proctor and Gamble. How to achieve Marketing Leadership

20 : Integrating all of your marketing activities. Learning from Innocent. How to do Marketing Integration

21 : Delivering marketing with more impact. Learning from BMW. How to achieve Organisation Alignment

22 : Knowing what matters most in your business. Learning from Group 4. How to do Value Driver Analysis

23 : Allocating marketing budgets for best return. Learning from Diageo. How to do Marketing Optimisation

24 : Measuring the return on marketing investment. Learning from Ford. How to do Metrics and Scorecards

25 : Unlocking the real value of marketing. Learning from Cadbury Schweppes

How to do Value-Based Marketing

26 : Marketing to the boardrooms and investors. Learning from Nike. How to do Business Reporting

27: Why marketers make better CEOs. Learning from Tesco. How to The CEO Job

Appendix: The Genius Lab

1. Genius Profile : How you can become a marketing genius too

2. Genius Challenges : The 10 essential marketing challenges

3. Genius Leagues : the 50 best marketers and brands in the world

More info at www.thegeniusworks.com