Interview with Peter Fisk
What are some of the companies you have worked with in terms of branding?
Having studied nuclear physics I wanted to do something different … so I jumped into the world of brands and marketing, and within five years had my best job ever, managing the Concorde brand for British Airways. That was incredible – tech innovation, premium service, iconic brand.
In the last 25 years I’ve worked on hundreds of brands – from re-positioning Aeroflot to redefining the DNA of Coca Cola, from the reinvention of Davidoff to launching Virgin in new markets, taking Philosophy cosmetics to South Korea, and Tata Steel to Europe.
Brands are about purpose and ambition, not just names and logos. They reflect the aspirations of customers, not just the arrogance of owners. They are shaped over time through leaders and culture, people and perceptions, actions and impacts.
Can you tell us about Creative Genius?
I wrote Creative Genius last year … It’s the ultimate guide to creativity, design and innovation, and the 7 ”secrets” by which you could be today’s Leonardo Da Vinci … How to think from the future back, how to steal great ideas from other places, and fuse small ideas into better ones!
We learn from rockstars and rocket scientists … from Virgin Galactic’s Burt Rutin, to the innovations of Jay Z … add people like Alessi, Banksy, Cirque du Soleil, Disney, Ferrari, Google, IDEO, Nike, Starck, Tesla and many more … I promise you’ll be inspired!
What are your most popular keynote topics?
“Gamechangers: Are you ready to change the world?” … This is the title of my next book, based on 120 exciting new innovators from around the world … Air Asia to Zipcars, Alibaba to Zao Zao, Azuri to Zespri … it’s about leading change and creating the future. It can also be customized to any sector, region or business. Maybe you’d like to host one of the regional launch events?
I speak on a full range of topics – futures, innovation, brands, customers, marketing – always customized to the audience or business. Popular themes range from “Making sense of complex markets” to “Innovative leaders”, from “Think different like Steve Jobs” to “How to be a Market Maker.”
The reality is that every event is unique for me, and I will create something special for each one!
What types of audiences benefit most from your keynote talks?
I’m a keynote speaker who will challenge and inspire … get audience to engage in seeing their world differently, to be ready to do different things. It’s fun and interactive, but it’s also about their futures, opportunities and what they will do.
One recent attendee said “That wasn’t just game changing, that was vision changing”.
So I would say the best audience are business leaders, innovators and shapers … I work across every sector, in every part of the world … It needs people who are ready and willing to open their minds, to challenge and stretch themselves, to be inspired and take action … to change their worlds.