Adaptive Brands

Adaptive Brands:!Delivering Value in a Shifting World Find us: cri+calmass.com @cri+calmass Jan 31, 2012

We are a marketing agency creating extraordinary experiences.Evolving with the digital landscape for the past 16 years.

A FULL SERVICE DIGITAL AGENCY A STRATEGY B EXPERIENCE DESIGN C SOCIAL D MOBILE E TECHNOLOGY F MEDIA & MARKETING G MARKETING SCIENCE H PROGRAM MANAGEMENT

AGENDAWhat’s ChangedWhy it MattersHow you Deal with It

MARKETINGYour World Has Changed

MARKETING IS BEING REINVENTED 1 CHANNEL EXPLOSION 5 MEASUREMENT COMES TO THE FOREFRONT 2 EVERYTHING IS DIGITIZED 6 HALF LIFE OF AN IDEA IS MEASURED IN WEEKS 3 HIGHER ACCOUNTABILITY 7 SYSTEMS THINKING" BECOMES AS IMPORTANT AS CAMPAIGN CREATIVITY 4 TOO MANY COMPETING" INITIATIVES REQUIRE" DEEPER PRIORITIZATION

FROM ANALOG TO CONNECTED AGE ANALOG CONNECTED Mass Media 1 1 Fragmented Media Single Target +! Multiple Contexts +! 2 2 Deﬁned Templates No Template ‘Breakthrough’ 3 3 ‘Stand Out + Fit In’ Masters of! Masters of! Messaging Context

TECHNOLOGYDriven by Technology

MOBILE SURPASSES DESKTOP GLOBAL MWEB GROWTH – MOBILE OVERTAKES DESKTOP IN ~2014 Global Movile vs. Desktop Internet User Projection, 2007-2015E 2,000! INTERNET USERS (MM)! 1,600! Mobile! Internet Users! 1,200! 800! 400! Desktop ! Internet Users! ! 2007 2009 2011E 2013E 2015E ! TODAY

TABLET SHIPMENTS FORECAST TO SURPASS 400M BY 2017Estimate is that tablets surpass notebooks in 2016 Global Tablet Shipments (millions)! 500 400 300 200 100 0 2010 2011 2012 2013 2014 2015 2016 2017 Source: NPD DisplaySearch, 5/2012!

SOCIAL IS THE NEW GLOBAL NETWORK TWITTER TRAFFIC FOLLOWING THE JAPAN EARTHQUAKE, MARCH, 2011 Source: Twitter!

CONSUMERSAnd Heightened Consumer Expectations

THERE IS A SEA CHANGE UNDERWAY FROM TO PASSIVE ACTIVE PLANNED AD HOC CAMPAIGNS PLATFORMS SIT BACK LEAN FORWARD INTERRUPTIONS ACTIVE ASSISTANCE JUST INTEGRATED HIGHLY CONTEXTUAL SEQUENCED FLUID 13

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

USE NON-LINEAR DECISION MAKING 15

MILLENIALS SWICH MEDIA 27 TIMES PER HOURThe customer has become faster, and the window of opportunity for capturing them has become smaller. Source: Time, Inc. & Innerscope Research, 4/1012

BRANDSBrands Must Change

THE NEW 6 P’s OF ADAPTIVE BRANDS FROM TO PRODUCT! PRODUCTIVITY OF YOUR SOLUTION PLACE! POINT-TO-POINT CONTEXT PROMOTION! PRODUCER OF GREAT STORIES PRICE PRINCIPLES YOU LIVE BY + PROGRESSIVE in attitude PERSONAL in approach Successful brands will adopt these attributes 18

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

PROGRESSIVE BRANDSEmbrace technology and the opportunity to enhance their position and value tocustomer’s lives.

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

PERSONAL BRANDS SEEK 1:1Engaging with their consumer, tapping the power of the collective in servingthe needs of the individual

FROM PRODUCT TO PRODUCTIVEI 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 WHAT IS DONE PRODUCTIVITY = WHAT IS REQUIRED TO DO IT TIME IS THE DENOMINATOR FOR TODAY’S CONSUMER CONSUMER TIME FOUND = THE NEW MEASURE

PRODUCTIVE BRANDS BUILD VALUEWith sustaining ecosystems that extend well beyond the product or transaction Connected Devices Product Selec+on iTunes Kindle / On Demand Developer Tools Merchant Network iCloud Streaming Services Retail Stores Cloud Services Universal Proﬁle Payment Services

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

POINT-TO-POINT BRANDSSeamlessly and systematically connect the dots as you go through your journey

FROM PROMOTION TO PRODUCER “Marke8ng is theatre.” Walt Disney Stories Relevance + Emo+on Produc+on Value Par+cipa+on Dissemina+on

PRODUCER BRANDSTell great stories with character, consistency and engagement.

FROM PRICE TO PRINCIPLEDAlign to larger missions that are relevant and powerful for the consumer “ People dont buy what you do. “ They buy why you do it. Simon Sinek

PRINCIPLED BRANDSStay true to their mission

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 32

ALIGNMENTAligning to Serve

01 Start With Customer Insight! Innovation based on customer needs and frustrations. ADAPTIVE BRANDS 02CREATE NEW VALUE Look For The Win / Win! Align to create tools and experiences that help consumers through their lifecycle.AND FOSTER MORE CONTEXTUAL 03 Don’t Let Another Brand Steal CONNECTIONS The Show! Treat adaptive extensions like products – invest to evolve and differentiate them.

MARKETING STRATEGYTradi8onal Customers

MARKETING STRATEGY EMBEDDEDEmbedded Customers

01 Build Anytime, Anywhere Value " Your Consumer Cannot Live Without! ! 02! Be Where Your Consumer Is with " Contextual Relevance!BRAND BUILDING 03! Continuously Innovate WithFROM ‘SERVICE’ Research to Stay Ahead ofTO SERVING 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

SHIFT FROM DISPARATE EFFORTS Customer Brand Business

TO ALIGNED EFFORTS THAT SUSTAIN VALUE Customer Brand Business

AND BAKE IN THE CORE ATTRIBUTES Customer Personal! Productive! Principled! Point-to-Point! Producer! Progressive! Brand Business

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

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Adaptive Brands

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