How to

make movies

brand like

Pixar build your

genius works

Peter Fisk 24 June 2011

genius works

The 21st Century

Toolkit

Creativity and

the magic

of Pixar

Brands that are

changing your

world

Lights

Cameras

Action

Building

the 21st

century brand

Imagination and creativity

Harnessing the potential of digital

Engaging people more deeply

pIXAR AnD BRAnDS …

genius works

More than logos and advertising

than products and services

than sales and marketing

BRAnDS …

genius works

About you not about me

… creative, emotional, energising

Enabling you to do more

… defining, connecting, enhancing

Making life better

THE 21ST CEnTURy BRAnD …

genius works

More than a support function

More than the brief writers

More than outsourcers

mARkETERS …

genius works

Creators, interpreters, designers…

… ideas, innovations, inspirations

The driving force of business

… provoking, facilitating, delivering

Guardians of most valuable assets

THE nEw mARkETERS …

genius works

genius works

The 21st Century

Toolkit

Brands that are

changing your

world

Lights

genius works

Markets are booming

genius works

… AnD oTHERS In DEClInE

genius works

Opportunities unlimited

genius works

… IF yoU THInk DIFFEREnTly

genius works

VUCA WORLD

genius works

Volatile

Uncertain

Complex

Ambiguous

genius works

Vibrant

UnREAL

Crazy

Astounding

genius works

HERE’S To THE CRAzy onES ...

The misfits. The rebels.

The troublemakers.

The round pegs in the square holes.

The ones who see things differently.

They're 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 can't do is

ignore them.

Because they change things.

“Times of turbulence are the most

exciting times ... because

everything changes”

theGeniusWorks.com genius

works

GE born in a

recession

1876

HP born in a

recession

1929

born in a

recession

1975

MTV born in a

recession

1981

born in a

recession

2001

iPod

Microsoft

theGeniusWorks.com genius

works

West East

theGeniusWorks.com genius works

Volume

West

Big

Business

Mass

Value

East

Small

Consumer

Niche

theGeniusWorks.com genius works

Game Changing

genius works

genius works

Game Changing

genius works

GAME CHANGING

GAME CHANGING

genius works

GAME CHANGING

genius works

genius works

GAME CHANGING

genius works

GAME CHANGING

genius works

GAME CHANGING

GAME CHANGING

genius works

genius works

GAME CHANGING

genius works

genius works

GAME CHANGING

genius works

IDEAS WORLD

genius works

GYAKuSOU JAPAN

genius works

GYAKuSOU JAPAN

Coca Cola

genius works

THINKING DIFFERENT

genius works

125 years old

Bulk water

Retail water

Juice drinks Ready-to-drink

tea

Sports drinks

Juices and nectars

Carbonated

Soft-drinks

Ready-to-drink

coffee

The Coca-Cola Company

Other brands

Bubble size reflects estimated

global beverage profits

Industry unit margins ($)

5 y

ea

r a

ve

rag

e g

row

th r

ate

genius works

CokE’S mARkET mAp

Juices and

nectars

Mineral

water

RTD

coffee

Purified

water

Fruit

drinks

RTD

tea

Sports

drinks

Energy

drinks

Bulk water Powders

1. Build capability

and accelerate

2. Grow margins

3. Participate selectively

4. Approach differently

5. De-emphasise

Market attractiveness

Str

ate

gic

fit

theGeniusWorks.com genius works

CokE’S mARkET mAp

genius works

Too big

Too AMERICAN

Too BAD

genius works

THE NEW DNA

genius works

More RELEVANT

MORE EMOTIONAL

genius works

Example 6: developing Coke’s platform for good

PROMOTION

Customers

BRANDS

PRODUCTS

PRICE

RELATIONSHIPS

PLACE

theGeniusWorks.com

PROMOTION

Customers

BRANDS

PRODUCTS

PRICE

Engagement

Participants

Ideas

ENABLERS

Context

RELATIONSHIPS

PLACE

COMMUNITIES

PARTNERS

theGeniusWorks.com

genius works

The 21st Century

Toolkit

Creativity and

the magic

of Pixar

Cameras

1979: LUCASFILM genius

works

genius works

The Graphics group genius

works

Photorealistic Renderman genius

works

1977: cupertino genius

works

1986: Steve Jobs, $10M genius

works

genius works

Ed Catmull

John Lasseter

genius works

1986: LUXO JR genius

works

1995: Toy Story, $362m genius

works

1998: A BUG’S lIFE, $363m genius

works

1999: Toy Story 2, $486m genius

works

2001: Monsters Inc, $529m genius

works

2003: Finding Nemo, $867m genius

works

2004: The Incredibles, $636m genius

works

2006: Walt Disney, $7.4 billion

genius works

2006: Cars, $462M genius

works

2007: Ratatouille, $624m genius

works

2008: Wall-E, $533M genius

works

2009: Up, $731m genius

works

2010: Toy Story 3, $491M genius

works

Emeryville, CA genius

works

genius works

John Lasseter

1. Dream like a child

2. Believe in your playmates

3. Dare to jump in and make waves

4. Unleash your childlike potential

Creative Principles

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

1. Begin with the story

2. Build the set

3. Engage the cast

4. Deliver backstage

Creative Process

genius works

© GeniusWorks

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

genius works

what can brands learn

from pixar?

genius works

Imagineering

Creative fusion

Deep immersion

Storytelling

Humanity

Moving you

Infectious

Personality

Branded content

Content spinning Never ending

Inspiring leaders

The magic of pixar

genius works

The 21st Century

Toolkit

Lights

Cameras

Action

Building

the 21st

century brand

BRANDT

genius works

POLYNESIAN GODS 3000BC

genius works

genius works

genius works

genius works

genius works

BRAND ESSENCE

© GeniusWorks

BRAnDS ARE moRE …

genius works

BRAnDS ARE moRE …

genius works

BRAnDS ARE moRE …

genius works

BRAnDS ARE moRE …

genius works

About you not about me

… creative, emotional, energising

Enabling you to do more

… defining, connecting, enhancing

Making life better

THE 21ST CEnTURy BRAnD …

genius works

Bold

Connecting

Dramatic

Enabling

Aspirational

THE 21ST CEnTURy BRAnD …

genius works

About me, dream and desire, redefining context

Aspirational

genius works

Rethink Purpose

Business

narrow

view

Business

narrow

view

Customer

broader

view

Business Customer

© GeniusWorks

Ambitious, challenging, provocative, different, brave

Aspirational Bold

genius works

Customer INSIGHTS

Enablers

Enabling people to do more

Essentials

Delivering what is expected

Energisers

Surprising people memorably

“Needs”

“Wants”

“Aspirations”

“Must Dos”

“Differentiators”

“Distinguishers”

© GeniusWorks

genius works

Aspirational Connecting

About me, dream and desire, redefining context Sharing passions, building community, trusting others

Connecting people

theGeniusWorks.com

Creators

Activists

Contributors

Socialisers

Spectators

© GeniusWorks

Aspirational Dramatic

About me, dream and desire, redefining context Characters, story, immersing, human, enduring

genius works

EXPERIENCE DESIGN

© GeniusWorks

Aspirational Enabling

About me, dream and desire, redefining context Doing more, coaching, supporting, achievement

genius works

Enabling more

Passive

experience

Active

experience

Scripted

delivery

Unscripted

delivery Brand as a

guide

Brand as a

coach

Brand as an

educator

Brand as an

entertainer

© GeniusWorks

future.space design.studio impact.zone

brand.lab

genius works

future.space Exploring the possibilities for brands

1. Opportunity maps

2. Future scenarios

3. Customer insights

4. Parallel worlds

5. Ideas generation

genius works

Future stretch

© GeniusWorks

Parallel worlds

© GeniusWorks

genius works

future.space design.studio impact.zone

brand.lab

genius works

future.space Creating and shaping the best ideas

Outputs include

1. Context framing

2. Disruptive creation

3. Creative fusion

4. Character design

5. Concept evaluation

design.studio

genius works

Creative Fusions

© GeniusWorks

genius works

Business models

© GeniusWorks

genius works

future.space design.studio impact.zone

brand.lab

genius works

future.space Turning the best ideas into market success

Outputs include

1. Story development

2. Value propositions

3. Dramatising delivery

4. Content management

5. Enabling performance

impact.zone

genius works

MARKETING ROI

Brand equity

Innovation

Relationships

Sales promotion

Products and services

Price and channels

Current profits

Future profits

Shareholder Value

Marketing investment

Costs of sale

Brand

Innovation

Relationships

Products & Services

Promotions

Pricing

Current profits

Future profits

Shareholder Value

Marketing investment

Costs of sale

© GeniusWorks

genius works

Actual profits of previous years

Estimated profits of future years

Adjusted profits of future years

(discounted for uncertainty)

Economic “value” is the sum

of the likely future profits

(more accurately, we consider

the “economic” profit, which

takes into the cost of capital)

This

year

Future

years

Previous

years

VALUE CREATION

© GeniusWorks

VALUE CREATION

© GeniusWorks

genius works

future.space design.studio impact.zone

brand.lab

Creators, interpreters, designers…

… ideas, innovations, inspirations

The driving force of business

… provoking, facilitating, delivering

Guardians of most valuable assets

THE nEw mARkETERS …

genius works

genius works

MARK PARKER, CEO

genius works

MARK PARKER, CEO

genius works

NIKE

genius works

STARBUCKS 2008

genius works

Starbucks 2011

genius works

SUPERDRY JP

genius works

Julian Dunkerton

genius works

1. Jump in, make waves

2. Be the storytellers

3. Be the creatives

genius works

4. Brands about people

5. Brands frame bigger ideas

6. Brands way beyond logos

genius works

7. Connect people

8. Enable people

9. Inspire people

10. Be the visionaries

11. Be the crazy ones

12. Be the change

genius works

genius works

Creative Genius … the essential innovation

guide for market visionaries, border crossers

and game changers … by Peter Fisk

New ideas, downloads, blog and videos

www.theGeniusWorks.com

Email peterfisk@peterfisk.com

Twitter @geniusworks

genius works

brand.lab… the accelerated brand

strategy and innovation process, to

stretch your thinking, integrate your

partners, and inspire your people