Jan 31, 2012

Adaptive Brands:!Delivering Value in a Shifting World

Find  us:  cri+calmass.com  @cri+calmass  

We are a marketing agency creating extraordinary experiences.

Evolving with the digital landscape for the past 16 years.

A STRATEGY

C SOCIAL

E TECHNOLOGY

G MARKETING SCIENCE

B EXPERIENCE DESIGN

D MOBILE

F MEDIA & MARKETING

H PROGRAM MANAGEMENT

A FULL SERVICE DIGITAL AGENCY

AGENDA What’s Changed Why it Matters How you Deal with It

Your World Has Changed

MARKETING

1 CHANNEL EXPLOSION

2 EVERYTHING IS DIGITIZED

3 HIGHER ACCOUNTABILITY

4 TOO MANY COMPETING"INITIATIVES REQUIRE"DEEPER PRIORITIZATION

5 MEASUREMENT COMES TO THE FOREFRONT

6 HALF LIFE OF AN IDEA IS MEASURED IN WEEKS

7 SYSTEMS THINKING"BECOMES AS IMPORTANT AS CAMPAIGN CREATIVITY

MARKETING IS BEING REINVENTED

Mass Media

Single Target +!Defined Templates

‘Breakthrough’

1

2

3

Fragmented Media

Multiple Contexts +!No Template

‘Stand Out + Fit In’

1

2

3

Masters of!Messaging

Masters of!Context

ANALOG   CONNECTED  

FROM ANALOG TO CONNECTED AGE

Driven by Technology

TECHNOLOGY

MOBILE SURPASSES DESKTOP

GLOBAL MWEB GROWTH – MOBILE OVERTAKES DESKTOP IN ~2014

Global Movile vs. Desktop Internet User Projection, 2007-2015E

2,000!

1,600!

1,200!

800!

400!

!2007 2009 2011E 2013E 2015E !

INT

ER

NE

T U

SE

RS

(MM

)!

Mobile!Internet Users!

Desktop !Internet Users!

TODAY

Source: NPD DisplaySearch, 5/2012!

TABLET SHIPMENTS FORECAST TO SURPASS 400M BY 2017 Estimate is that tablets surpass notebooks in 2016

0

100

200

300

400

500

2010 2011 2012 2013 2014 2015 2016 2017

Global Tablet Shipments (millions)!

SOCIAL IS THE NEW GLOBAL NETWORK

Source: Twitter!

TWITTER TRAFFIC FOLLOWING THE JAPAN EARTHQUAKE, MARCH, 2011

And Heightened Consumer Expectations

CONSUMERS

THERE IS A SEA CHANGE UNDERWAY

13

TO ACTIVE AD HOC PLATFORMS LEAN FORWARD ACTIVE ASSISTANCE HIGHLY CONTEXTUAL FLUID

FROM PASSIVE PLANNED CAMPAIGNS SIT BACK INTERRUPTIONS JUST INTEGRATED SEQUENCED

!

FLUID CONSUMERS !

EBB AND FLOW AT THEIR LEISURE SEEK THEIR OWN LEVEL FOLLOW THE PATH OF LEAST RESISTANCE ERODE THE BEST MARKETING INTENTIONS COLLECTIVELY, ARE A FORCE OF NATURE

USE NON-LINEAR DECISION MAKING

15

16

MILLENIALS SWICH MEDIA

27

TIMES PER HOUR

Source:  Time,  Inc.  &  Innerscope  Research,  4/1012  

The  customer  has  become  faster,  and  the  window  of  opportunity  for  capturing  them  has  become  smaller.  

Brands Must Change

BRANDS

18

THE NEW 6 P’s OF ADAPTIVE BRANDS

TO

PRODUCTIVITY OF YOUR SOLUTION

POINT-TO-POINT CONTEXT

PRODUCER OF GREAT STORIES

PRINCIPLES YOU LIVE BY

+ PROGRESSIVE in attitude PERSONAL in approach

FROM

PRODUCT!

PLACE!

PROMOTION!

PRICE

Successful brands will adopt these attributes

LETS START WITH PROGRESSIVE

“There  is  at  least  one  point  in  the  history  of  any  company  when  you  have  to  change  drama8cally  to  rise  to  the  next  level  of  performance.    Miss  that  moment  and  you  start  to  decline.”    

Andy  Grove,  intel  

 

Innova+on  through  technology    

Systems  plus  campaigns  

Live  in  beta  

Think  disrup+on  

Embrace  social  business  design  

Embrace technology and the opportunity to enhance their position and value to customer’s lives.

PROGRESSIVE BRANDS

EMBRACE 1:1: THE PERSONAL BRAND

“We  don’t  build  services  to  make  money,  we  make  money  to  build  beDer  services”    

Mark  Zuckerberg,  Facebook  

 

Relevant,  specific  needs  

Customiza+on  

Rela+onships  over  transac+ons  

Foster  conversa+ons  

Engaging with their consumer, tapping the power of the collective in serving the needs of the individual

PERSONAL BRANDS SEEK 1:1

FROM PRODUCT TO PRODUCTIVE

I  love  people  coun8ng  on  me,  and  so,  you  know,  today  it’s  so  easy  to  be  mo8vated,  because  we  have  millions  of  customers  coun8ng  on  us  at  Amazon.com.  That’s  fun.  

Jeff  Bezos,  Amazon  

 

Think  next  most  likely  need  

Meaningful  and  useful  

Beyond  the  original  transac+on  

Respect  +me  with  the  customer    

Facilita+on  and  serving  

THE PRODUCTIVE BRAND

PRODUCTIVITY = WHAT IS DONE

WHAT IS REQUIRED TO DO IT

TIME IS THE DENOMINATOR FOR TODAY’S CONSUMER

CONSUMER TIME FOUND = THE NEW MEASURE

With sustaining ecosystems that extend well beyond the product or transaction

Connected  Devices  iTunes  

Developer  Tools  iCloud  

Retail  Stores  Universal  Profile  

Product  Selec+on  Kindle  /  On  Demand  Merchant  Network  Streaming  Services  Cloud  Services  

Payment  Services  

PRODUCTIVE BRANDS BUILD VALUE

FROM PLACE TO POINT-TO-POINT

“Consumers  are  sta8s8cs.    Customers  are  people”  

Stanley  Marcus  

 

Think  outside-­‐in  

Customer  mindset,  not  business  structure  

Connect  the  dots  

Context  maWers  most  

Foster  ins+tu+onal  memory  

Serve  the  journey,  not  just  the  transac+on  

Seamlessly and systematically connect the dots as you go through your journey

POINT-TO-POINT BRANDS

FROM PROMOTION TO PRODUCER

“Marke8ng  is  theatre.”  

                                                                                 Walt  Disney  

 

Stories  

Relevance  +  Emo+on  

Produc+on  Value  

Par+cipa+on  

Dissemina+on  

Tell great stories with character, consistency and engagement.

PRODUCER BRANDS

FROM PRICE TO PRINCIPLED

Align  to  larger  missions  that  are  relevant  and  powerful  for  the  consumer  

People don't buy what you do.

They buy why you do it. Simon Sinek

“ “

Stay true to their mission

PRINCIPLED BRANDS

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HOW ADAPTIVE IS YOUR BRAND?

PRODUCTIVITY of your solution!POINT-TO-POINT context PRODUCER of great stories PRINCIPLES you live by + PROGRESSIVE in attitude PERSONAL in approach

Aligning to Serve

ALIGNMENT

ADAPTIVE BRANDS CREATE NEW VALUE

AND FOSTER MORE

CONTEXTUAL CONNECTIONS

01 Start With Customer Insight!

Innovation based on customer needs and frustrations.

02 Look For The Win / Win!Align to create tools and experiences that help consumers through their lifecycle.

03 Don’t Let Another Brand Steal The Show!Treat adaptive extensions like products – invest to evolve and differentiate them.

MARKETING STRATEGY Tradi8onal  

Customers  

MARKETING STRATEGY EMBEDDED Embedded  

Customers  

BRAND BUILDING

FROM ‘SERVICE’ TO SERVING

01

Build Anytime, Anywhere Value "Your Consumer Cannot Live Without!!02!Be Where Your Consumer Is with "Contextual Relevance! 03!Continuously Innovate With Research to Stay Ahead of Customer & Competitive Demands !04!Bring the Brand Promise to Life in "Emotion and Value! 05 Align to Demonstrate Adaptability of your Brand to your target

Business Brand

Customer

SHIFT FROM DISPARATE EFFORTS

Business

Brand

Customer

TO ALIGNED EFFORTS THAT SUSTAIN VALUE

Business

Brand

Customer

Productive!

Principled!

Producer!

Personal!

Progressive!

Point-to-Point!

AND BAKE IN THE CORE ATTRIBUTES

QUESTIONS? Find  us:  cri+calmass.com  @cri+calmass