Presentation at iStrategy London. A new framework to replace the traditional 4Ps of Marketing. A terrific guideline for brands who are looking to be more adaptive to the changing landscape of consumer behavior and technology.

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

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

3. 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

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

5. MARKETING
Your World Has Changed

6. 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

7. 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

8. TECHNOLOGY
Driven by Technology

9. 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

10. TABLET SHIPMENTS FORECAST
TO SURPASS 400M BY 2017
Estimate 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!

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

12. CONSUMERS
And Heightened Consumer
Expectations

13. 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

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

15. USE NON-LINEAR DECISION MAKING
15

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

17. BRANDS
Brands Must Change

18. 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

19. 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

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

21. 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

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

23. 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

24. 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

25. PRODUCTIVE BRANDS BUILD VALUE
With 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

26. 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

27. POINT-TO-POINT BRANDS
Seamlessly and systematically connect the dots as you go through your journey

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

29. PRODUCER BRANDS
Tell great stories with character, consistency and engagement.

30. 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

31. PRINCIPLED BRANDS
Stay true to their mission

32. 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

33. ALIGNMENT
Aligning to Serve

34. 01
Start With Customer Insight!
Innovation based on customer needs and
frustrations.
ADAPTIVE BRANDS
02
CREATE 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.

35. MARKETING STRATEGY
Tradi8onal
Customers

36. MARKETING STRATEGY EMBEDDED
Embedded
Customers

37. 01
Build Anytime, Anywhere Value "
Your Consumer Cannot Live
Without!
!
02!
Be Where Your Consumer Is with "
Contextual Relevance!
BRAND BUILDING
03!
Continuously Innovate With
FROM ‘SERVICE’
Research to Stay Ahead of
TO 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

38. SHIFT FROM DISPARATE EFFORTS
Customer
Brand
Business

39. TO ALIGNED EFFORTS THAT SUSTAIN VALUE
Customer
Brand
Business

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

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