Final Fusion Master Creds

7/25/2019 Final Fusion Master Creds

1/48

fusion learning

the art & scienceof creative brand building


2/48

fusion learning ltd 2014

Whether its through tailored learning programs or live projects tosolve real business issues, we help to embed world class marketingpractices into organisations which produce long term results, not

just one-off outputs.

fusion learning is a thriving, independent brand building agency.We specialise in helping our clients maximise the potential of their

brands and people.

We fuse our expertise across the three core creative disciplines of

brand building: positioning, innovation and activation. Allunderpinned by insight, to develop and deliver programs that

embed capability and create powerful and purposeful solutions.


3/48


to unleash the true potentialof brands by unleashing the potential

of the people who care for them

our vision


4/48


70categories

3offices

40countries

and heres what makes us different


5/48


We all share a passion for building great brands and for making the artand science of creative brand building beautifully accessible.

been there, done thatNaivety can be great, but not for the bus driver. All our program leaders are

former marketing directors or ad agency board directors from companies like

P&G, Diageo, Mars, Unilever, McCann Erickson and Reckitt Benckiser.


6/48


We dont lecture in theory like trainers. We workas partners, using our expertise to inspire others

and draw upon their knowledge.

the power of riding side-saddle


7/48 fusion learning ltd 2014

blending art and science

We blend the art and science of brand building giving peoplethe tools and environment for intense creativity, whilst managing it

with enormous rigour.



a whole-brained branding approach

Our whole brain brandi ng tm approachmeans we dont just tell people what to

do, we change peop les beliefs &behaviours by showing them how.



we love food and drink..

Beer, wine & spiritsBread

CerealsCakes & Biscuits

CheeseChocolate

Energy drinks

GumHard Candy

Herbs & SpicesIce creamSoft drinks

SpiritsTea
http://www.google.co.uk/imgres?imgurl=http://bigmouth.co.za/our-clients/our-clients/logos/nestle-logo.jpg&imgrefurl=http://bigmouth.co.za/our-clients&h=400&w=400&sz=74&tbnid=yMcC7nflNHGIvM::&tbnh=124&tbnw=124&prev=/images?q=nestle+logo&usg=__t_VC3fKLLiRZAI0YD43pjvB3_K8=&ei=ypO2SZqoNJDRjAep_sCoCQ&sa=X&oi=image_result&resnum=1&ct=image&cd=1http://www.cadbury.co.uk/



..and a heap of other categories too

Deodorants

Restaurants

Travel

FeminineHygiene

Retail

Shaving

Tissues

DermoAesthetics

Air Care

Paper Towel

Credit Cards

Pest Control Insurance

Dental Care

Telecoms

Face Care

FoodSupplements

Oncology

Toilet Paper

Allergy

HouseholdCleaners

Cough &Cold

Make-up

FurnitureCare



insight

capability& solutions

equity

innovation

activation

what do we do?


12/48

insight

innovation

equity

activation

bringing our expertise to life- you can use the hyperlinks to help you navigate your way around the report or simply

let the presentation run right through

And finally .


13/48

insights




the fusion learning philosophy on insights

We believe that insights help us foster deep,

lasting connections between our brands and ourconsumers

that successful brands use insight as thefoundation for all the work that they do to driveadvantage and appeal

that a deep understanding of the beliefs of yourtarget will drive differentiation and commercialvalue

that insights come from a perfect blend of

information and intuition, creativity and rigour andabove all, art and science

that insight creation is not the mythical, mysticalpreserve of the chosen few, its a learnable andreplicable skill thats open to all



Innovation:

building insight-drivenopportunity platforms

Capability:

insights masterclassand immersions

Activation:

creating insight-basedcommunications

Equity:

from insight toBrand Identity Model

Fusion Fuel:

co-creation with pro-sumersto illuminate and amplify



the insight masterclass

whats the point? dispel the myths of insight creation provide a mindset and toolkit to

empower teams to generatepowerful and actionable consumerinsights

how will people benefit? able to clearly define an insight able to articulate an insight identify and evaluate breathtaking

insight demonstrate insight mindset change convert understanding into

powerfully crafted insights

who is it for? all insight contributors (insights,

marketing, commercial andinnovation teams)

all seniority levels teams of up to 16

what do you get to keep? behavioural change tools for the team working insights on a real business

issue to use back in the office



the challengeAn energised, enthusiastic marketing and R&D

team under new stewardship had the opportunityto change the game by building teamwork andskills while creating insight-based brand solutions.

The most effective way to create belief basedbehavioural change is through a programme of

live learning. In this case, the commercialchallenge was a significant one to elevate theBulla Real Dairy brand above its competitors to

become an irreplaceable Australian brand, endingits reliance on price.

The Insights Masterclass was just one part of abroader brand capability program that stretchedacross many functional teams. The program was

designed to build engagement and alignment andto create a common language that everyone

could use to work together.

creating an insight culture


18/48



the outcomes

The team-building approach delivered a deeperunderstanding of themselves as individuals, and theircolleagues. The energy was infectious as people felt

so much better equipped to work together, with astrong appreciation for the people in the team.

Undoubtedly the first hand interaction withconsumers was a key highlight from the immersions

stage. Although many felt nervous at the outset,confidence built quickly as a result of the positive andilluminating experience.

Understanding how to craft insights themselves wasinvaluable. Many had previously felt it was a blackbox process, the preserve of the chosen few and

were delighted to find that everyone can contribute.

People felt that putting a consumer-centricapproach heart of the business would guarantee the

future health of the brand and the balance sheet.And all modules rated very highly based on learning

outcomes, tools and facilitation.



Fusion Fuel our co-creation philosophy

We believe that the mission of co-creation is tolisten, create insight and to build ideas.

... that validation can be the job of end line quant,co-creation should build ideas with articulate,creative consumers and experts.

that understanding and context help createinformed conversation rather than a mentally ofcritiquing.

that team involvement in the co -creation processcreates both ownership and empathy.

that creative and engaged consumers determinethe success of your brand ideas, so why not invitethem on the journey.



Fusion Fuel our co-creation approach

Our co-creative approaches allow for a mixture of activities

and creative techniques to fully explore different perspectivesand optimise productivity and insight.

We work on territories and explore the context of a set ofideas, specific concepts, packaging possibilities orexecutional ideas, to build total packages that work.

We partner consumers, instead of presenting them withsolutions, we recognise their desire to be involved and toshape success.

We identify pro-sumers who are representatives of your targetaudience, engaging them in advance with briefing materials,pre-work missions and brain training tools to inform andeducate them about our goal.

Fusion Fuel is a creative workshop involving between 12 and20 consumers and lasting 2 and 5 hours.


23/48


strengthenNPD concepts

amplify and refine concepts bypartnering with pro-sumers representative of your target

audience (2 days)

create empathy tobuild NPD ideas

combining immersions and co-creation,to create a closer connection with the

target consumer and optimise NPDideas

get an expert

perspectiveengaging external experts to build earlystage ideas, investigate new categories

or search for breakthrough ideas(4-5 hour session plus team workshop)

create powerfulcommunications

a powerful way to kick-start thecreative development process

(2 day workshop for clientand agency teams)

explore

new opportunitiesinvestigate new growth opportunitieswith pro-sumers or to create and

clarify the optimal brand identity(2 days)


24/48


NIVEA Sun concept amplification

the challengeNIVEA Sun is a key player in the ANZ sun protection

category but the growth in own label is commoditising theeveryday segment. NIVEA Sun must continually developand maintain a relevant and advantaged NPD pipeline to

compete with its very active competitive set

the process We used Fusion Fuel to optimise our leading global and

local concepts, creating an exciting, relevant andsupported NPD pipeline to build the NIVEA Sun positioning

and truly engages ANZ consumers and customers

the outcomesThe team gained clarity on the global and local concepts

to progress, how to adapt the global concepts to resonatewith the Australian consumer, and the concepts to stop(and why). They also gained a new appreciation of the

power of the moisturisation message, which they had notpreviously leveraged in the sun protection category

go back to main page


25/48


brandequity


26/48


the fusion learning philosophy on equity

We believe that brands with strong equity createconsumer and corporate value, and we have thestats to prove it

a clear and compelling, insight based brandpositioning is the first step in equity and valuecreation

brands with strong equity can create growth andstretch that goes well beyond todays footprint

products have utility, brands add value as a bigbag of perceptions in the mind of the consumer

a clear positioning is not just for marketing, butshould affect everyone with responsibility for buildingthe brand


27/48


authenticitybadge of origin

and performancepromise

reassuranceanticipation of

pleasure and freedom

from doubt

transformationof experience

the feel of thereal thing

experience thedifferencedifferentiation

the ways in which brands add value.


28/48


future-proofing for growth

the challenge

Skyscanner was established in the early noughties. In the last couple of years

the online travel search and booking market has taken off and Skyscannerhas enjoyed more than its fair share of this growth.

As a result, in 2013, it established offices in North America, China, Singaporeand India, doubling its staff numbers in under 6 months.

The time was right for Skyscanner to define a brand positioning that was fit forpurpose on a global stage and to future proof it as it expanded in to new

geographies and new product areas such as hotels and car rental.


29/48


the process

Skyscanner has an incredibly strong and definedinternal culture. We therefore placed heavy emphasis

on stakeholder interviews at the beginning and,indeed, the clue to the final answer came in onecritical statement from the CEO.

From these interviews and extensive desk research wedeveloped 9 early hypotheses. These hypotheses were

explored amongst travellers in the UK, India,Singapore, China, and the US). In total, we spoke to

120 consumers.

A shortlist of 4 hypotheses were torture tested in a

Fusion Fuel session with 20 pro-sumers and 12 clients.

A Consolidation Session homed in on the agreedsolution, and the meat was put on the ones in a Brand

Identity Model workshop.

We remove thefog and servethe genuine

travellerGareth Williams,Skyscanner CEO


30/48


the outcome

We landed a compelling and tight BrandIdentity Model that built to an inspiring BrandPurpose: We make your world even larger.

Everyone felt that there was a deliciouscontrast in this Purpose with the long-heldview that travel makes the world smaller.

This Purpose captures the idea thatSkyscanner opens up new possibilitiesthrough its transparent and effective

technology.

This is now being activated internally acrossall areas of the business from marketing

through to product and contentdevelopment.

go back to main page

Purpose

Essence

Signposts

Personality

Brand Truths

Values

Positioning Statement


31/48


innovation


32/48


33/48

we have multiple ways in to innovation

increasing sophistication

sweet spot outsidein

carbonneutral

invention labrapidfire


34/48


at one end of the spectrum: the art of recycling

carbon neutralinnovation

super claims

A creative processdesigned to help us

find powerfulconsumer claims fortired old products orexciting new ones.

We have helped

find new claims forRB analgesics, NiveaVisage & Body, Merz

facial aestheticsand Merck Vitamins.

diamondsin the dirt

Most companieshave piles of

ideas in their filesor heads that

have never seenthe light of day.

We help teams to

search for thereal rough

diamonds ideasthat were tooearly, poorly

expressed, offbrief or just too

hard to do. Thenwe help them

shine.

brain bank

We all know thestory about how if

wed all beencandle makers we

would still belighting with

candles.

What if you couldgive yourchallenges to

different, lateralexpertsyou can

using our brainbank.


35/48


at the other end: fusing technology & insight

Sometimes, a challenge is just so big, or you liveso close to it, that you need to step back andlook at it through someone elses eyes .

We have used the Outside-In process to tackle

some of our clients monster problems: What is the next best thing after sliced bread?

What would 21 st century muesli look like?

How can we make feet love shoes?

How would create air care that truly cares?

outside-inapproach


36/48

kickoff

1 daywithcoreteam


R&Dprobe

diggingfor

diamonds

internaldatatrawl

publicdomainsearch

evaluation

1 dayR&D / manuf teamsplus FL expert team

techno think tank

discovery

insightlab andfirst cuts

2 daycore team

ideation

2 dayfull teamworkshop

2 dayprosumer co-creation

workshop

enrichment

how we approach outside-in innovation


37/48


outside-in innovation in shoe care

The challengeKiwi wanted to rejuvenate a dwindling shoe carecategory and trigger a new era of global growth byinventing new concepts to transform the market into anemotional world of pleasure.

The processOur outside-in innovation program identified 3 excitingnew opportunity corridors for exploration:

torture test: providing consumers with the means tocombat shoes that looked good but hurt their feet

refresh: ideas to give tired feet an instant hit offreshness

weight loss: shoes as a weight loss tool

A range of innovation concepts were then createdagainst these opportunities.


38/48

massaging insoles:This is one of the simplest ideas using

counter pressure on key reflexologyand load bearing points to tone andcondition the feet, preventing fatigue.

A series of fluid pockets respond to thepressure applied by each individuals

foot. Compared to a liquid filled insole,this is far more tailored to be body

responsive and to feel less alien!

electro stimulation:Insoles that create spa effect through

electro stimulation. They are selfpowered to create tiny charges,

delivering a massaging tingle andstimulating the muscles.

Using reflexology to create a map ofthe foot, we can direct the massageto energy points which provide the

greatest impact.

The outcome:Just 2 examples of concepts that were developed by the commercial team


39/48

fusion learning ltd 2014go back to main page


40/48


activation


41/48


the fusion learning philosophy on activation

We believe that a brand positioning has no value

unless it is brought to life and influences the beliefsand behaviours of the consumer

that great activation has a crystal clear vision ofsuccess

that activation is grounded in great consumerinsight and meaningful, vibrant descriptions of thetarget audience

that great brands and brand activation is built onan inspired and inspiring BIG IDEA

that big ideas come from world class agencypartnerships and are effective when leveragedacross all parts of an integrated campaign


42/48


InSync for Reckitt Benckiser

the challenge

In 2011 Reckitt Benckiser asked us to design and develop aglobal communications capability programme to support

their new comms development process and bring theircomms capability into the 21 st Century integrated world.

The objectives of the programme, InSync, were to prepare

teams to be able to lead the development of outstandingmulti-channel consumer communications.

In Sync is so much more than a process. It represents a newway of working between brand and partner agencies to

allow for the creation of Big Ideas which can be fullyleveraged across all relevant and significant touch-points;

creating stronger, more effective communications.

The In Sync programme was created in conjunction with acore design team from fusion learning, Reckitt Benckiser andthe lead global agencies Havas and Zenith who continue to

attend and shape the roll out of further initiatives.


43/48


the process

The 3 day workshops were attended by all those involved in communicationsdevelopment, including key members from all key comms and media agencies.


44/48


key topics covered during the programme:

Preparing aninspirational and

rigorous kick off toany campaign

Building and leadingworld class

partnerships withyour agency

Applying a wholebrain approach tohelp you achieve

engaging integratedcommunications

Improving thedescriptions of your

target audience

Appreciating therole and

understanding ofhow to createpowerful andleverageable

insights

Experiencing how toassess a Big Idea

Providingconstructive and

motivatingfeedback oncreative work

Leading thedevelopment of an

integratedcommunications

campaign


45/48


46/48

fusion learning ltd 2014go back to main page


47/48


off the peg

solutions wont fit The precise tasks, exercises andstimulus that we create alwaysdepend on what we discover

and create through each project and on the people we meet.

Although we use rigorous andtried-and-tested processes, the

tasks and activities that we run ateach stage of the journey are

bespoke and tailored to answerthe challenge we face.


48/48

thank you!

we live at 114 Christie Street, St Leonards, NSW 2065, Australiawrite to us [email protected]

say hello +61 2 9114 6517look us up: www.fusionlearning.com
http://www.fusionlearning.com/http://www.fusionlearning.com/

Final Fusion Master Creds

Documents