Build your Brand like Pixar make Movies

How tobuild your likebrand Pixar make movies Peter Fiskgenius works 24 June 2011

Creativity and the magicBrands that are of Pixarchanging your Camerasworld The 21st Century Toolkit Action Lights Building the 21st century brandgenius works

pIXAR AnD BRAnDS … Imagination and creativity Harnessing the potential of digital Engaging people more deeplygenius works

BRAnDS … More than logos and advertising than products and services than sales and marketinggenius works

THE 21ST CEnTURy BRAnD … About you not about me … creative, emotional, energising Enabling you to do more … defining, connecting, enhancing Making life bettergenius works

mARkETERS … More than a support function More than the brief writers More than outsourcersgenius works

THE nEw mARkETERS … The driving force of business … provoking, facilitating, delivering Creators, interpreters, designers… … ideas, innovations, inspirations Guardians of most valuable assetsgenius works

Brands that arechanging yourworld The 21st Century Toolkit Lightsgenius works

Markets are boominggenius works

… AnD oTHERS In DEClInEgenius works

Opportunities unlimitedgenius works

… IF yoU THInk DIFFEREnTlygenius works

genius works

VUCA WORLDgenius works

Volatile Uncertain Complex Ambiguousgenius works

Vibrant UnREAL Crazy Astoundinggenius works

HERE’S To THE CRAzy onES ... “Times of turbulence are the mostThe misfits. The rebels.The troublemakers. exciting times ... becauseThe round pegs in the square holes.The ones who see things differently. everything changes”Theyre not fond of rules.And they have no respect for the status quo.You can praise them, disagree with them,quote them, disbelieve them,glorify or vilify them.About the only thing you cant do isignore them.Because they change things. theGeniusWorks.comgenius works

iPod born in a recession 2001 MTV born in a recession 1981 Microsoft born in a recession 1975 HP born in a recession GE born in a 1929 recession 1876 theGeniusWorks.comgenius works

West Eastgenius theGeniusWorks.com works

West East Big Small Business Consumer Mass Niche Volume Valuegenius theGeniusWorks.com works

Game Changinggenius works

GAME CHANGINGgenius works

GAME CHANGINGgenius genius works works

GAME CHANGINGgenius works

IDEAS WORLDgenius works

GYAKuSOU JAPANgenius works

THINKING DIFFERENT Coca Colagenius works

125 years oldgenius works

CokE’S mARkET mAp Bulk water 5 year average growth rate Sports drinks Retail water Ready-to-drink Juice drinks tea Juices and nectars Ready-to-drink Bubble size reflects estimated coffee global beverage profits Carbonated The Coca-Cola Company Soft-drinks Other brands Industry unit margins ($)genius works

CokE’S mARkET mAp Purified Strategic fit 2. Grow margins water 1. Build capability and accelerate 3. Participate selectively Sports Fruit RTD drinks tea drinks RTD Mineral Juices and coffee water nectars Energy drinks Bulk water Powders 4. Approach differently 5. De-emphasise Market attractivenessgenius theGeniusWorks.com works

Too big Too AMERICAN Too BADgenius works

THE NEW DNAgenius works

More RELEVANTMORE EMOTIONALgenius works

genius works

Example 6: developing Coke’s platform for good

Customers BRANDS PRODUCTS PRICE PROMOTION PLACERELATIONSHIPS theGeniusWorks.com

Customers Participants BRANDS Ideas PRODUCTS ENABLERS PRICE Context PROMOTION Engagement PLACE PARTNERSRELATIONSHIPS COMMUNITIES theGeniusWorks.com

Creativity and the magic of Pixar Cameras The 21st Century Toolkitgenius works

1979: LUCASFILMgenius works

genius works

The Graphics groupgenius works

Photorealistic Rendermangenius works

1977: cupertinogenius works

1986: Steve Jobs, $10Mgenius works

genius works

John Lasseter Ed Catmullgenius works

1986: LUXO JRgenius works

1995: Toy Story, $362mgenius works

1998: A BUG’S lIFE, $363mgenius works

1999: Toy Story 2, $486mgenius works

2001: Monsters Inc, $529mgenius works

2003: Finding Nemo, $867mgenius works

2004: The Incredibles, $636mgenius works

2006: Walt Disney, $7.4 billiongenius works

2006: Cars, $462Mgenius works

2007: Ratatouille, $624mgenius works

2008: Wall-E, $533Mgenius works

2009: Up, $731mgenius works

2010: Toy Story 3, $491Mgenius works

Emeryville, CAgenius works

John Lassetergenius works

Creative Principles 1. Dream like a child 2. Believe in your playmates 3. Dare to jump in and make waves 4. Unleash your childlike potentialgenius works

genius works

Creative Process 1. Begin with the story 2. Build the set 3. Engage the cast 4. Deliver backstagegenius works

© GeniusWorks

genius works

what can brands learn from pixar?genius works

Imagineering Humanity Deep immersion StorytellingCreative fusion Personality Moving youBranded content Infectious Inspiring leaders Content spinning Never endinggenius The magic of pixar works

Cameras The 21st Century Toolkit Action Lights Building the 21st century brandgenius works

BRANDTgenius works

POLYNESIAN GODS 3000BCgenius works

genius works

BRAND ESSENCE © GeniusWorks

BRAnDS ARE moRE …genius works

THE 21ST CEnTURy BRAnD … About you not about me … creative, emotional, energising Enabling you to do more … defining, connecting, enhancing Making life bettergenius works

THE 21ST CEnTURy BRAnD … Aspirational Bold Connecting Dramatic Enablinggenius works

Aspirational About me, dream and desire, redefining contextgenius works

Rethink Purpose Customer broader view Business Business narrow narrow view viewBusiness Customer © GeniusWorks

Bold Aspirational Ambitious, challenging, provocative, different, bravegenius works

Customer INSIGHTS Energisers“Aspirations” “Distinguishers” Surprising people memorably Enablers “Wants” “Differentiators” Enabling people to do more Essentials “Needs” “Must Dos” Delivering what is expected © GeniusWorks

Connecting AspirationalSharing passions, building community, trusting others About me, dream and desire, redefining contextgenius works

Dramatic Aspirational About me, dream and desire, redefining context Characters, story, immersing, human, enduringgenius works

Enabling Aspirational Doing more, coaching,desire, redefining context About me, dream and supporting, achievementgenius works

Enabling more Passive experience Brand as an Brand as anScripted educator entertainer Unscripteddelivery delivery Brand as a Brand as a guide coach Active experience © GeniusWorks

brand.lab future.space design.studio impact.zonegenius works

Exploring the possibilities for brands future.space 1. Opportunity maps 2. Future scenarios 3. Customer insights 4. Parallel worlds 5. Ideas generationgenius works

genius works

design.studio future.space Creating and shaping the best ideas Outputs include 1. Context framing 2. Disruptive creation 3. Creative fusion 4. Character design 5. Concept evaluationgenius works

genius works

Turning the best ideas into market success future.space impact.zone Outputs include 1. Story development 2. Value propositions 3. Dramatising delivery 4. Content management 5. Enabling performancegenius works

MARKETING ROI Costs of saleProducts & ServicesSales promotionPromotionsProducts and services Current profitsPricingPrice and channels Shareholder ValueBrand equity FutureInnovation profitsRelationships Marketing investment © GeniusWorks

genius works

VALUE CREATION Actual profits of previous years Estimated profits of future years Adjusted profits of future years (discounted for uncertainty) (more accurately, we consider the “economic” profit, which takes into the cost of capital) Economic “value” is the sum of the likely future profits Previous This Future years year years © GeniusWorks

genius works

brand.labfuture.space design.studio impact.zone

THE nEw mARkETERS … The driving force of business … provoking, facilitating, delivering Creators, interpreters, designers… … ideas, innovations, inspirations Guardians of most valuable assetsgenius works

MARK PARKER, CEOgenius works

NIKEgenius works

STARBUCKS 2008genius works

Starbucks 2011genius works

SUPERDRY JPgenius works

Julian Dunkertongenius works

1. Jump in, make waves 2. Be the storytellers 3. Be the creativesgenius works

4. Brands about people 5. Brands frame bigger ideas 6. Brands way beyond logosgenius works

7. Connect people 8. Enable people 9. Inspire peoplegenius works

10. Be the visionaries 11. Be the crazy ones 12. Be the changegenius works

genius works

New ideas, downloads, blog and videos www.theGeniusWorks.com Email peterfisk@peterfisk.com Twitter @geniusworks Creative Genius … the essential innovation guide for market visionaries, border crossers and game changers … by Peter Fisk brand.lab… the accelerated brand strategy and innovation process, to stretch your thinking, integrate your partners, and inspire your peoplegenius works