Marketing Genius is the inspirational, bestselling book from Peter Fisk. His new book Business Genius is now out. Find out more at www.thegeniusworks.com
“Marketing Genius” is the best-selling book by Peter Fisk, now being translated into 28 languages, that defines a more intelligent and more imaginative approach to today's complex and fast-changing market.
The book takes a new perspective on the imperatives of engaging customers, standing out from the crowd, and delivering business results.
It applies the left- and right-brain genius of Einstein and Picasso to the challenges of strategy and markets, innovation and brands, to deliver exceptional impact in competitive markets and on the bottom line.
Marketing Genius by Peter Fisk is published by Capstone. It is currently being translated into 25 languages - including Chinese, Spanish and Portuguese. To buy the book at 34% discount, click here
The book considers how Einstein made sense of complexity, and how Steve Jobs has done similarly in his field. It explores the creative mind of Picasso and compares it to the enfant terrible of design, Philippe Starck. And it looks at Warren Buffet's passion for profits, and reflects on the immense legacy of Phil Knight at Nike.
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.
Umpqua Bank. The greatest bank in the world, designed by Starbucks. Read more in the new book Business Genius
Peter Fisk is founder and CEO ofThe Genius Works ... helping you to explore and apply the very best ideas and practices in marketing, and deliver extraordinary results ... there's never been a more exciting time for marketing or marketers.
SUMMARY : Download "Turn On" from Marketing Genius
Marketing has long been a functional response to steady state markets, dominated largely by communicating what exists to those who will listen. In recent years this has become more analytical, driven by databases and metrics, and also more intrusive, and less effective.
Indeed in today's highly complex markets - where audiences have fragmented and competitive intensity has tripled, where consumers receive 1500 promotional stimuli every day and typically make decisions in 2.6 seconds - a more intelligent approach is required, to identify the best opportunities, to focus on what really matters.
However today’s marketing also requires a more creative approach, to stand out from the crowd, to engage suspicious and promiscuous consumers, to sustain innovation which is not commoditised before it even reaches the market, and to exploit the emerging markets that will drive future cashflows.
Virgin Galactic. Inspiring growth without frontiers.Find out how in the new book Business Genius
The Marketing Agenda connects customers (ie consumers) and business. It’s therefore interesting to look at the business and customer agendas (below) and consider marketing role in connecting the key factors for 2008. Bringing together many sources, here is the “Marketing Genius” Top 10 for 2008:
1. Individuality: from segments to insights, what really makes people tick? 2. Niches: there is no mass market - youth, boomer, gay, digital, green 3. Customer power: doing business on their terms, engaging their uncontrollable voice 4. Innovation: what’s a better idea, including the channel and application too? 5. Engagement: cutting though the noise to gain attention in relevant, enduring ways 6. Affinities: engaging customers through clubs and charities that matter more 7. Real green: making it real through recycling, carbon, organic, local, ethical 8. Networks: making your own networks, and working with customer's communities 9. Cocreation: from user-generated content and collaborative innovation 10. Advocates: customer loyalty is much more than a “net promoter” score
At the same time marketers will continue to strive for more influence within their business, and more effectiveness of their actions:
- Influence (the point is not that they need to be on “the board” which is more about independent governance, but rather that they should be a key part of the CEO’s team, driving market-driven strategic, business-wide innovation and customer thinking)
- Effectiveness (measuring and improving the ROI of marketing, not just short-term, but its role as the by far most significant driver of shareholder value – driving the future profits through better market and product focus, and better innovation and relationships)
However marketers can only achieve this through engaging customers on the factors that matter to them, and doing so in more innovative ways.
2 sides of the brain … Business needs to engage both left and right-sides of the brain to make sense and stand out in today’s markets. To be more visionary and focused, creative and analytical, strategic and practical.
2.6 seconds to make decisions … Customers don’t make rational purchase decisions. Brands need to stick in their heads, more emotional and memorable enabled through more memic and personal communication.
3 times increase in competition … Markets have blurred as barriers fall, technologies converge, and customers change their context.This typically generates more competitors, rapid imitation and relentless pressure on margins.
5.4 things kids can do at once … Youth markets require a different approach. They are able to cope with more complexity, driven byh different influences and stimuli, and a different world view of what is right, good and matters most.
5.9% better returns by marketing CEOs … business leaders with a market-related background are more able to seize the best opportunities, champion customers and competitiveness, and deliver superior long-term shareholder returns.
25% of portfolios create value … a minority of customers, products and markets typically create the majority of economic value. Have the confidence to focus on these value creators and eliminate the value destroyers.
50% of marketingis wasted … but which half, asked Lord Leverhulme. The current proportion could be even higher, due to media fragmentation and complexity, yet marketers are obsessed with pushing even harder, and still struggle to measure it
54% of peoplehave banned marketing … the proportion of US households that have registered to block telemarketing at donotcall.com, driving a communication model based around permission and personalisation.
60% of market research is unused … highlighting the limited engagement in and perceived value of conventional research. Business decision-makers need to see the customer perspective more personally, objectively and holistically.
86% of market value is intangible … reflecting the future rather than today’s profits, and driven by the potential impact of market strategy and innovation over future years, and the strength of brands and relationships to ensure and sustain it.
Shanghai Tang. The first Chinese superbrand the fuses old and new. Learn how to compete in the world's fastest growing markets in Business Genius
Peter is a leading marketer, an experienced and inspirational keynote speaker at conferences and masterclasses worldwide, strategic consultant to leading brands, leader of innovative development programmes, and personal coach to the top marketers.
The Genius Lab, Oriflame Cosmetics CEE Marketing, Vilnius : 30 June 2008
Customer Centric Workshop, CFS, Manchester : 1-3 July 2008
The Yin Yang of Bank Brands, Brand Finance Forum, London, UK : 18 Sep 2008
Business Innovators, The Marketing Fast Track, London : 29-30 Sep 2008
Fast Brands, The Marketing Fast Track, London : 1 Oct 2008
Marketing Genius Live, with Stamford Global, Warsaw : 8-9 Dec 2008 (TBC)
Marketing Genius Live, with Stamford Global, Moscow : 15-16 Dec 2008 (TBC)
Contact peterfisk@peterfisk.com for more information about hiring him as a keynote speaker, or for Genius masterclasses about strategy, marketing, brands and innovation.
Richard Branson with Peter Fisk launching the new book "Business Genius"
Previous events:
The Genius Lab, Red Bull Sales and Marketing, Budapest, Hungary, (June 2008)
Marketing Together 2008, Eczacibasi Marketing Festival, Istanbul, (June 2008)
The Brand Finance Forum, Teddington (September 2005)
Marketing Society Business Leaders Forum, London (July 2005)
Marketing Society Breakfast Seminar, Birmingham (June 2005)
Marketing Operations Management Symposium, London (May 2005)
European Business School, Regents Park (April 2005)
Marketing Directors Business Summit, Heathrow (April 2005)
London Business Forum, London (February 2005)
European Brand Strategy Conference, Barcelona (January 2005)
Economist Marketing Directors Forum, London
Arts Marketing Association, Belfast
Customer Management Convention, Orlando
What could you do?
Make genius happen for you ... from the desire for an iPhone to the funky world of Crocs shoes, the network power of MySpace to the disruptive impact of Skype, the virtual vision of Li & Fung to the opulence of Liberty of London ... how can you apply the best ideas to your business?
Visit the Genius Works ... over 250 great articles and extracts, videos and audio, all to download free ... plus a new range of inspirational events and development programmes ... and weekly yin-yang anecdotes from around the world .
Marketing Genius is the inspirational, bestselling book from Peter Fisk. His new book Business Genius is now out. Find out more at 
Marketing Genius by Peter Fisk is published by Capstone. It is currently being translated into 25 languages - including Chinese, Spanish and Portuguese. To buy the book at 34% discount, 
Umpqua Bank. The greatest bank in the world, designed by Starbucks. Read more in the new book Business Genius
Virgin Galactic. Inspiring growth without frontiers.Find out how in the new book Business Genius 
Shanghai Tang. The first Chinese superbrand the fuses old and new. Learn how to compete in the world's fastest growing markets in Business Genius
Richard Branson with Peter Fisk launching the new book "Business Genius"
What could you do? 
