Mkt innov8 115 (or more) Ideas for Innovation with links

This effort was a labor of love by people who organicallyjust started to create a catalogue of innovative ideas. Wesupplemented what we found with entries from around theweb, trendwatcher.com and our beloved Ted.com. It is notperfect, conclusive or exhaustive. It’s a set of thoughtstarters.I chose this image to introduce you to our innovation ideasbecause it reminds me that ideas are fleeting, and the onlyway we sustain them is to act on them. We can stop onlyfor a moment to consider, but that comes at a risk. Thingsat rest generally continue to be, according to the physics ofthe universe and life itself.What you are trying to do only looks impossible to those notbrave enough to attempt it. Thank you. –c-Cristene Gonzalez-Wertz – MKT_Innov8 Study LeadWith… Kevin Cunningham, Debbie Rosenfeld, Liz Kaufman,Kyla Moran, Matt Pufunt, Stanton Willins and Ryan Kosanic MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 1

ArtfulUtility Ideas that are well crafted, fit for purpose and crave engagementRe- A category that covers reduce, reuse andNewal recycle in ways that are good the planet and its peoplesDataDriven In a category that covers all the ways data has infused itself into our lives.Share The term “oversharing” is in the publicAble consciousness. However, here are some great examples where sharing is caring.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 2

Social People and brands are joining together for theGood= public good. Herewith, we share examples that make us smileSense In this section, we pay homage to great ideas thatAble affect our senses – tasty, touchy, smelly things that you might find interestingStore Age Finally, one of our favorite categories, bringing you aWARS host of interesting items from the places we love most: Stores.The 3DWo r l d Our 4D world was 1D for too long. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 3

ArtfulUtility Ideas that are well crafted, fit for purpose and crave engagement Elegant solutions to everyday problems. Innovating your life • Haiku Deck • 70 billion books on a thumbnail • The T-Shirt OS • The Grow Bike • The Medical Locket • Day Use Hotels • Smart Phone? Nah,Smart Fridge • Resolving the Outlet Shortage • Ever Seen a Charging Handbag • Putting Presentations Readily at Hand • The Cure for MRI Boredom • The Portable Restaurant • Smarter Footballers • Hotel Haiku • Taking on Pancreatic Cancer • The “Murse” of Bike BasketsMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 4

Haiku Deck: presentations that work like poetry. With many presentations taking place on iPads, the type and style of presentation is becoming more visual. At last, an easy way to source images that match with your text and create engagement. Our take: Creative Commons has changed the way we think about content – so many people sharing what they produce has created a massive free store for mining. With Haiku Deck’s free price, creating simple presentations is easier. Expect templating and functionality to increase as adoption does at a nominal cost. What it also means: Anyone can compete with professional looking presentations.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 5

70 billion books on athumbnail: the point here is not justthe books (which are coded in DNA), it’s thesize dimension. The ability to place massivedata stores at our fingertips is here today. Our take: It’s interesting that people talk about what organizations need to have to work with big data. The point here is that it’s not storage. Strive to resolve the access issue. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 6

Wear your life: the TshirtOS –the look and the feel of your internet,email, music and phone connected toyour t-shirt. Currently only a prototype,it displays your tweets, videos and othermedia as you curate it.Our take: Wearable has been on thehorizon some time due to sensortechnology. And while there are nopresent funding initiatives to moveTshirtOS into production, you can expectthat an effort like this will exist by 2014.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 7

Greater utility meansextending item life:Grow Bike. It’s no secret, kidsare expensive. The ability increasethe life expectancy and comfort of achild’s bike is not only artful, itoffers renewable utility.Our take: While thereduce/reuse/recycle approachcontinues on, the alternatives aroundextending life are just beginning totake hold. Expect this to continuenot simply via extended warranty butby modular extensible design.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 8

Fashionable Information:The Medical Locket.Diabetic? Food allergies? Now there’san attractive way to take your entiremedical profile with you. Anembedded USB makes it easy. Our take: Given the aging global population and the rise of multi-lingual nations, the ability to provide medical professionals with detailed health information remains necessary (at least until we are willing in general to stick the microchip under our skin).MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com

Questionable Ethics orArtful Utility? You decideHow do you solve the problem whenpart of your asset sits totallyunutilized – and without generatingrevenue all day? You reposition.Our take: Check-in times aremoving later and later which leavesthe lobby or Starbucks. When youneed a quiet workplace for a fewhours, hotels are equipped witheverything you need minus thehovering waiters. Which of yourassets have sellable downtime?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 10

Smart phone? Nah, smart fridge.With apps like Epicurious for recipes, Pandora formusic and the entire family’s Google calendar, therefrigerator becomes the next smart device.Our take: Few surfaces remain untouched inthe information shaping war. The latest to comeover is the refrigerator. This Samsung modeloffers a small messaging space that makes it idealfor checking calendars on the fly.Where can surfaces share information for you?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 11

Ending battles for poweroutlets: charging furnitureA Finnish company introduces a simplemeans to prevent clutter while chargingphones. The tables are in production,available commercially and accessible atHelsinki Vantaa airport.Our take: For your business, whatcan act in a multi-functional capacityto meet the needs of users?There is a foreseeable revenueadvantage to the first QSR to use themat full scale.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 12

Ever seen a charging handbag? Yup.Heretofore handbags that charged your phone had nosense of style, bad fabric or were designed for men. Inthe Fall of 2012, all of that is changing. I meancharging.Our take: It’s wholly expected that we would seean uptick in the adjacencies to smart phonetechnologies. Some innovations are bigger, butsmaller adaptations can offer great value in shortertimes to market.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 13

Where’s the presentation?Readily at handAll those lovely French cuffs can now serve a dualpurpose. Anyone who has had to dig to the bottomof his bag to find the USB key can see the value inhaving one so close and easy to use. It’s also a wifihotspot.Our take: Using space wisely, the needs ofexecutives who require sleek and elegantsolutions to small problems can now be met.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 14

Cure for MRI boredom?There’s an app for that.MRIs can be scary. They can be boring.However, now, they can be a little itmore entertaining as iPads arebeginning to see integration intomedical testing and treatment suites.Our take: We believe there is asignificant advantage to anyimprovement in patient experience.The ability to create engagingexperiences will make those needingtreatment more likely to pursue it.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com

The portable restaurant,food trucks need not applyIn this lovely example from Electrolux and ItalianArchitect Park Associati,A 140 sq meter restaurant called the Cube istransported from place to place every 4-12weeks. It’s not cheap, but it’s certainly anexperience.Our take: There is an opportunity to curatetruly unique experiences that cannot beduplicated.Fine dining is not something ever considered“portable” in the past. However, for anexperience in which few can partake, these aretribes who will find an undeniable lure to this.At the other end of the scale, In-n-Out Burger did a pop-up retail effort all through 2012MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 16

Adidas may not be able togive footballers brains, butthey can make coaches smarter. In anew shoe, a chip calculates and storesspeed, distance and movement.Our take: Embedded intelligenceallows much better performance datato be traceable and usable foreveryone from the professional athleteto the Sunday rugby playerMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 17

Hotel Haiku –poetry for Public HousesIn the second entry for Haiku, viewers cansee a hotel picture and read a briefdescription and then move to the hotel’sdirect site.Our take: The continued blendingof art and technology…while this willnot be a primary usage for findinghotels, such entrants provide a uniqueway to parse content that will beattractive to a small tribe of users.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 18

Those silly kids – they’re curing cancerIn my favorite entry in this section, 15- year old JackAndraka of Maryland purposes diabetic-style test strips totake on detection of Pancreatic Cancer. It’s 26x lessexpensive, 168x faster and 400x more sensitive.Our take: Kids are proving themselves adept atsolving cancer (in an industry that spends more than $5BUSD on research). What should you do when your nextpotentially great idea comes from your teenager?LISTEN.We covered Jack’s efforts and why you should be Horizon Scanning to find people like him in this blog post.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 19

It’s the man-purse of bikebaskets only coolerGiven how urbane it is to be urban now, bikebaskets needed some serious upgrading. At$150 USD, this offering isn’t cheap, but it isbeautiful and durable.Our take: Simple, elegant functionalitywill win every time. Just ask Apple.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 20

Re-Newal A category that covers reduce, reuse and recycle in ways that are good the planet and its peoples Taking “waste not, want not” to a new level • DIY: Part 1 - Bionic Hands • DIY: Part 2 – Prosthetic Hand • Very evocative: Ecovative • Ford: Drive Green • Lightning Strikes >>> EV-Sexy • Electro-Ag • New Yorker’s Newest Membership: Bike Share • Competing to Save Energy: O-Power • Nike’s Reuse Shoe • How Does Your Garden Grow: YiMuTian • Icebreaker’s BAACode • Thinking Inside the Box: Boxed Water • Samsung Thinks Inside the Box, too – for schoolsMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 21

DIY: Part 1, Bionic HandsA 51-year old Asian man built his own fromscrap parts when he couldn’t afford othersOur take: We need to continuallyconsider what parts can serve whichfunction. In many cases, it’s a matter ofstringing together what works, notnecessarily creating everything new.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 22

DIY: Part 2, Prosthetic HandsAnother entry for the kids: Max Shepard created aprosthesis from Lego, proving once again, those littlebricks build just about anything.Our take: Things made with Lego will always bemore than sum of their parts. The ultimate inmodularity, they are magnificent, extensible andtotally reusable prototyping tools for creativeusers.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 23

Evocative Ecovative: Mushrooms are the new cool Using compostable crop-waste, Eben Baver creates new eco-materials that can replace $20B USD and 25% of our landfills. You put 1.5 liters of petrol in the trash every time you get a package. Our take: Insulating, fire-resistant, and fully sustainable. The organism does the work, using regional byproducts and mushrooms. Can you replace packing materials with nature’s alternatives?My hometown, Kennett Square, PA is known as the Mushroom Capital of the World because mushroomfarming in the region produces over a million pounds of mushrooms a week.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 24

Drive Green for Life:Ford and SunPowerDon’t get hung up on perfect here, butwhat if you really could use solar topower your car and your life? It’s notcheap yet, and it’s still working withoffsets, but it’s about as green an optionas you can get.Our take: The sun is among thelargest renewable energy sources wehave. With more and more interest insolar, how can it be used in your supplychain and fleets?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 25

Lightning Strikes:Making EVs SexyIt goes 0-60 in 5 seconds and is magnificent tolook at. It has 150 mile charge and a normalcharge time of 15 hours, with fast and ultra-fast options. It’s expensive and not yet in theUS, but still worth watchingOur take: When ultra-luxury owners havea choice of a true EV, will they embrace it?If you look at the MPG on most models in theultra category and other luxurylineups, alternatives absolutely make sense. There are currently ~4500 charging stations in the US aloneMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 26

Electro-AgNew Holland continues to pursue EV for bigequipment. This summer, it’s testing at anenergy-independent farm in Italy. Highlyefficient and cool to look at – it’s what all thecool farmers will wantOur take: We are learning to make EVfunctionality available for all types of heavyequipment.Expect this to continue, as sustainabilitycontinues to become more important in mostG20 nations.New Holland has a complete set of offerings for cleaner ag: thecleanenergyleader.com/en/hp_en.htmlMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 27

New Yorkers covet a new membership: Bike Share When you can offer people something less expensive than public transportation, even the jaded take notice. Launching March 2013. Our take: With Citibank and MasterCard fully funding this effort, there is no taxpayer impact expect benefit. 600 stations and 10,000 bikes on offer – and the collaborators expect it will be profitable. Good business, great advertising – what’s not to like?Annual memberships are $0.26 per day. They are also tapping into local bike shops for longer durationrentals. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 28

The OPower app: competing to save energy A social app that allows users to compare their energy usage with others. A set of offers focused on saving energy and some friendly competition encourages consumer participation Our take: 70 utilities use OPower’s platform, generating customer engagement and $170M energy savings. Industry partnership often makes data usage more effective, providing context and content. Where can you share to be more effective?I wrote about OPower in November 2009, with the launch of my “Path Forward: Strategic Service”whitepaper. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 29

Nike’s Reuseashoe program has collected 28mm pairs of sneakers and turned them into gym flooring, playground surfaces or even new sneakers and zipper pulls Our take: Using every part of the shoe in creating new materials keeps them out of landfills and puts them to longer-term use. How can you make your consumers’ trash into treasure?You and your organizations can host your own reuseashoe drives to contribute. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 30

How does your gardengrow? Just watch… aChinese organic producefarm allows viewers to watch theirorganic farming in action. By makingtheir efforts fully transparent, theyincrease trust.Our take: Yi Mu Tian updated itssystems to include community digitalcameras that “broadcast” the entirefarm. This high-tech organic operationallows consumers to completely tracetheir food, farm to plate.What parts of your operations can youshow off to the world?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 31

Icebreaker’s BAAcode helps you count sheep, specifically the ones who provided the wool for your garment. Our take: Sustainability and traceability go hand in glove with this company. Easy-going and direct is an ownable position in performanceware. How honest, easy-going and direct can you be with customers?Gizmodo.com called Icebreaker the greatest t-shirt in the world. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 32

Thinking inside the Box:BoxedWater aims to reduce the 1.5mmtons of plastic water bottles and 47mmgallons of oil that are used to manufacturethem. They donate 20% of their profits tocharity. It’s estimated that 80% of thesebottles are simply thrown away.Our take: I’m not sure if this issustainable, or if it’s truly innovation.However, if you don’t want to carry yourown personal bottle and Brita filter, this is agood alternative.Sometimes, just evaluating your packagingis a good start.BoxedWater was the official water sponsor for Lollapalooza in Chicago.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 33

Still thinking inside the Box: Samsung aims educate 2.5mm African citizens by 2015with their Solar Powered Internet Schools. The program works in combination with Samsung’s otherprograms on Engineering and Mobile Apps, also aimed at AfricaOur take: A classroom by day, a community center by night, these shipping-container schoolshelp develop solutions for their region. Are your social investments going as far as you’d like?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 34

DataDriven In a category that covers all the ways data has infused itself into our lives. Tapping into the data created everywhere by everything • Data “Crack” for Marketers: Rival IQ • Bluetooth Aims a Little Lower • It’s the Journey – Ford Makes It Informative • The Brains behind a Breast Cancer Detection Brain • Parker, removing rage, one spot at a time • Exerci$e – the new currency • Are you “Upwardly Mobile?” • Bumping Up Responds to Potholes • BMW to the Rescue • Turn Up the Heat – Oh, the Thermostat Already Did • Sleep Better, Seriously • Nike for Women, Again • Ann Romney, Women and Facebook • Wikinvest Makes It EasyMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 35

Data Crack forMarketers:want to look atwhat yourcompetitors aredoing on theirwebsites? Want toknow when theylaunch new pages oroffers? Soon, thisdata will be readywith just a fewkeystrokes.Our take: Timely competitive intelligence iscentral to business success and responsiveness.Applications such as RivalIQ deliver insight thatkeeps you in the know.RivalIQ has not yet been released.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 36

Bluetooth aims a littlelower. They launch a healthmonitoring device. While it’s not aperfect perfect 10 for looks andusage, it’s more durable and has moreutility than other category entriesOur take: Non-medical health andfitness monitoring is expandingseemingly as fast as our waistlines. While some entries only aim toreposition or repackage existingofferings, others actually strive forimprovement. Be one of “them.”MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 37

It’s the Journey – made moreinformative by Ford.Ford teams up with AT&T to captureinformation via wireless for Focus EVdrivers to deliver a person EV status.Our take: The biggest hurdle for EVs isthe consumer’s fear of being stranded.The best to counter that? Let them proveit to themselves.Where can sharing data make acustomer’s life richer, a little better?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 38

The brain behind a breastcancer detection brain is17-year old Brittany WengerWith 99% accuracy and a fully openmodel, her approach to open datacollection can change cancer research.Our take: Using neuralnetworks, predictability goes from being atotal SWAG to being more and more validby detecting patterns.It works for predicting breast cancer, andit works for predicting marketingcampaigns. We covered Brittany and why you should be Horizon Scanning to find people like her in this blog post.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 39

Parker: removing parking rage1 spot at a time. Parking in San Francisco willnever be the same. Parking is complex becausethe inventory is filled with moving targets.Using sensors makes all the movement workfor the system. A direct-from phone payoption is nice.Our take: Small sensors do a big job intracing parking availability. What can you puta sensor on/in/around to help make yourcustomers’ lives easy to navigate?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 40

Paying for your grocerieswith Exerci$e The folks atArtefact are predicting that trackingyour exercise might be a new form ofcurrency in the “Fat Economy.” Thepeople behind Modwells are trackingthis trend here.Our take: Using sensors can improvenot only what you know about yourhealth but what you can do about it.Since data is gathered continuously,what works – and doesn’t becomesquickly clearer.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 41

The Sunlight Foundation forOpen Government launchesUpwardly Mobile. This app usesgovernment cost data to calculate andcompare the cost of living in various citiesand shares the results.Our take: While it lacks a reusecomponent (in earnest – you’re not goingto make it a primary destination), itshares interesting data that can make youa more informed citizen.What information do you share that makesfor a more informed community?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 42

Bump up responds to potholes– with automatic reportingWhen accelerometers and GPS are in play,the user doesn’t need to do anything,except hope his tires and rims are okay.Our take: Why are you makingcustomers report data that technologycan detect? Brought to you by New Urban Mechanics and crowdsourced innovation platform, Innocentive, one of the communities covered in our 12 Days of Innovation for MarketersMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 43

BMW to the Rescue -sending responders crashdata. Specifically severity data sothe responding organization knowswhat to do. Beyond airbagdeployment, this allows respondersto prepare appropriately.Our take: Why are you makingcustomers report data thattechnology can detect?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 44

Turn up the heat. Oh, yourthermostat already did.Smart thermostat, Nest, learns yourhabits and programs itself, allowing youto save ~30% . A little leaf shows up whenyou’re saving energy – and money.Our take: Again, devices that learn usare making life easier. And savingmoney. Why wouldn’t these becomestandard? And quickly Nest is available at Lowes, Amazon and – interestingly – Apple stores.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 45

Sleep better, seriouslyYour breathing tells a lot about the qualityof your sleep. Brought out by MIT students(yes, those kids again – are you watchingthem?) While not commercially availableyet, Restdevices.com is actively working onit.Our take: It’s estimated that more than50% of the population sleeps less than itshould. Medication is a remediation, not asolution.How can embedded fibers help you helpcustomers? (Let me know when one canphysically prevent you from eating a Twixbar. That would be really helpful.)MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 46

Nike for Women, againThe Nike Women’s Training Club apptrains you like a professional would.And we love the count-down timer.It leverages your own music viaiTunes.Our take: This is simply acontinuation on Nike’s journey. It’shere not only because it is focusedon women, but because it providesa series of rewards, badges andeffective encouragement. Nikeviews its mission not as sellinggoods but on improving fitness andwe think that’s a fundamental shiftin how most companies viewthemselves.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 47

Ann Romney, womenand FacebookThe Twitterverse, love it as wedo, doesn’t reflect the nationaldemos nearly as well asFacebook. Which makes them alittle cool again, especially asthe election comes upon the US.Our take: The misuse of social media data is rampant, as is the overwhelming desire to encouragefriending and fanning and then doing little to build community. However, Facebook still provides acritical view into our social consciousness – and as you can see, Ann Romney certainly caused theconversation to rise to an unprecedented level.When you look to social data, look to the right tools and techniques. Start with hypotheses and thenuse the data to prove what actually happened.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 48

Wikinvest makes it easyPortfolio tracking is an art form for people whowant to play a lot with their accounts.However, what happens with the regularinvestor who has ended up with multipleaccounts? Enter Wikinvest, a site thatconsolidates and displays your data in one easyand informative place.Our take: Most companies focuson themselves. We understandthat. However, when an offeringconsolidates people’s tasks andmakes viewing easy, it generallycatches on. Sometimescollaboration and cooperation gofurther to aid consumers andgenerate brand love than beingindependent does.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 49

Share The term “oversharing” is in the public consciousness. However, here are some greatAble examples where sharing is caring. Meet the people giving great stuff to their friends, family, communities and random strangers • Gaming for Good • Twit Happens • Characters Welcome – 140 of them • Life’s for Sharing, Especially With Angry Birds • Hard Truths and Ugly Reviews Are Helpful • The Zombie Apocalypse Occurred: Now What? • Marketplaces: Bidding Online for Bodywork • State Farm Next Door • Chipotle Changes Menu After Avid Customer Complains • Crowdsourced Travel for Geeks: Nerdy Day Trips • Dabble: Learn Something • Academic Earth – Learn From the Best, For Free • Innovation on the Fringe: The Misfit Economy • Spotify Enters the Dating Game: Fellody • Kickstarter 2.0 • Hey, Wait – Let’s Hashtag the PlaneMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 50

Gaming for Good. InMKT_Innov8, we describehow the modern CMO mustget with the hacker code. Inthis case, indie developerscontribute games wherethey receive part of theprofit, and charities get theOur take: Marketers mustrest.embrace the sharing culture– opening code sets and datato developers to create notsimply goods forthemselves, but a morecommon good.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 51

Twit happens. The Red Cross elegantly replies to a sorelymisguided tweet accidentally sent by a drunken staffer from the brandedaccount. It actually received donations with the hashtag#gettingslizzerd or slizzard. Apparently the sober can’t spell it anyway.Our take: Accidents will happen. Don’t get alarmed. Take it with good humor and yourcustomers will likely as well. Admit the mistake and don’t, whatever you do, pull an “Akin.”MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 52

Characters welcome –140 of them.KLM personnel undertake a live tweetingexercise in an airline hangar todemonstrate their social competency torespond in an hour. Each person grabbeda letter – or space – and replies were“tweeted.”Our take: Social sharing – such asTwitter – is designed for relevant andtimely interactions. There is nothing inthere saying you can’t have apersonality and have some fun. So, goand see if you can’t be a little morelighthearted with your social efforts.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 53

T-Mobile is no stranger to great viralcampaigning. Oops, they did it again.First, it was flashmob dancing in Liverpool Street Station.Then it was massive sing-along in Trafalgar Square.Let’s not forget the instrument-less welcome back in Heathrow.Now, along with a band and fully interactive flying birds and crashing pigs, they bring us a life-size Angry Birds.Our take: When a game takes such hold over the public that it becomes a movie and is featured onplanes (yes, Finnair went there) it’s fair, well, game. In creating a live display, 14mm views later, T-Mobile continues its path of engaging videos that capture their brand: #LifesforsharingMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 54

Hard Truths and Ugly Reviews have an upside - Let’s say you’re truly customer centric and the customer’s voice means something to you. Here’s how you prove it, and find out what to change. Starwood Hotels Group is making reviews visible. When they’re great, they’re next to the booking widget. When they’re bad, they’re in the same place. That’s incentive. Also notice, the response is from the general manager. #FullyengagedOur take: This sort of honesty, and willingnessto publish customer-provided reviews is not just abest practice. It should be an only practice.Yes, not every experience is perfect. Admitting itmakes your guests more willing to come back.#honestymattersMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 55

Zombies, run! A story told in parts, designed to encourage runners to complete “tasks” like go on a medicine run, while listening. It’s not a fitness app, but is it worth the $8.00 price for 30 episodes (23 are currently released)? This gamification of fitness is a model worth considering.Our take: Again, drawing from relevantsocial context allows fun and engagement.It goes in a totally different direction, thansay, the Nike or Body Bug offerings.What social contexts are relevant for yourbrand? No, we are not kidding. The Zombie Apocalypse is really a concept. Read about it here.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 56

At last… a Priceline for Car Repairs Few of us ever really know what the mark-up is when that little fender- bender you don’t want to report to insurance is. So, what would happen if you could get a better price than rack rate. This platform will let you know, easily.Our take: We have a soft spot formarketplaces that bring buyers andsellers together – like Etsy. We also havea great and abiding love of getting adeal. Who doesn’t? We think thisincludes your customers too.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 57

State Farm Next Door When State Farm put up a community center in a Chicago neighborhood offering coffee and financial coaching, one would expect it to be a sales pitch. But it’s not. It’s a nice relaxing space where you really can learn a little bit more about how to make your financial life a little better.Our take: It’s on-brand –neighbors are next door butnot overbranded. We like it.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 58

Chipotle changes menu item Social listening at least implies that a company will take social action. At least for Chipotle that held true in response to an avid customer’s twitter complaint. It took abut 2 hours to make the decision, according to Consumerist.com. The menu boards will take longer, but at least they acted with speed and interest.Our take: Simply put, don’t say youare listening and then not take action.If you respond, then you are on thehook. No ifs ands or buts. Chipotle also made news with their first ever ad - 2 minute Youtube video, demonstrating their idiosyncratic marketing strategy.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 59

CrowdsourcedTravel for GeeksWhile not the smallestmarket in the world, travelis all about connecting toyour tribe. Welcome toNerdy Day Trips.Our take: Geek chic is certainly aforce to watch. Nerdy is the “newblack “– having a geek or nerdattachment is now a badge of honorworth taking advantage of.What are you doing to cater to apopulation interested in smarterthings to do?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 60

Dabble: Learn somethingFind, teach or host a class, all madeeasy with a new service called Dabble.The student pays $20, the teacher gets$10 of that. (Materials may be extra.)Rustic benches in Chicago? Beer-making in Denver? Manicuring skills?Our take: We mentioned our loveof marketplaces already, so we willspare you (or not). However, with aspin that makes it easy for the DIYerto find a mentor, this works.Consumer goods manufacturers –what can you teach? We bet quite alot – recipes, perfect laundry, homecleaning in 20 minutes or less?Yup, you’ve got this.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 61

Academic Earth:Learn from the bestSo, you can’t afford the Ivy League?Who cares, you can still learn fromtheir best professors with free lecturesfrom Academic Earth. The world ofeducation is fast becoming egalitarian.Our take: We think stimulatingcuriosity and pursuing knowledge isalways worth the effort – even more sowhen it’s free. There are 218 lessonsand 6 courses on statistics and 2 onmarketing. So go for it.We covered this similarly in my 12 Days of Innovation Blog Post on free Ivy League Classes.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 62

Innovation on the Fringe: TheMisfit EconomyThis book (recently funded through aKickstarter campaign) is coming out in Fall2014 that takes the premise that “Acrossthe globe, diverse innovators operating inthe black, gray, and informal economiesare developing solutions to a myriad ofchallenges. Remarkable ingenuity,pioneering original methods and bestpractices…Our take: Not only is the Kickstartermodel for publishing going to reinvent thatindustry (again), this concept of innovationderiving from places like the slums andback alleys makes sense. Necessity beingthe mother…and all that.“It’s better to be a pirate than to join the navy.” – Steve Jobs (as quoted in Wired September2012)MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 63

Spotify enters the “Dating Game”So, it took forever for Spotify to reach thestates. The online music app extends its reachby allowing playlist sharing and “flirting.” In 70countries already, it’s more a global thanperhaps a local thing, but imagine findingsomeone who shares your love of the TalkingHeads is just across town?Our take: Taking something you like andbeing able to connect with others is a timehonored method of community building.This sort of application works to build strongcommunities (as long as participation issolid).It works well with creating interest in thebase product and loyalty – the part we likebest.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 64

“This one time, at Bandcamp…”With a fun funky and definitely high-browstyle, Bandcamp is the new way to buyindependent artists. According to their siteyou can browse 4,906,615 tracks and 608,744albums from artists spanning 183 countries.Our take: This is the disruption model –similar to what’s happening in publishing. Itstarted with Derek Sivers’ CD Baby. In it’slatest incarnation, Bandcamp (including theAmerican Pie cultural reference) presentsoptions for a new era.Continued disintermediation of traditionalretailers will provide new ways for buyers toconnect to sellers. Understand where yourcompetition is – especially interesting newentrants who tend to be particularly rabblerousing.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 65

Kickstarter 2.0Kickstarter is not new, but there are a fewpeople who have not heard of it. With aplanned UK expansion and greater publicvisibility into the number of projects andtheir statistics, Kickstarter is embracingtransparency. While very projects reachstratospheric funding levels, there are somethat have gone over $1mm USD.Our take: In addressing one of the mostsizable barriers to entry for lone innovators orsmall teams, Kickstarter has defined a nichethat allows increased competition – andcompetitive threat. Understanding what typesof projects in your markets are on Kickstarteris a fair use of a few minutes.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 66

Hey wait – let’s hashtag the plane.No, really.Look, we got a new plane and in celebration ofGeek Chic – let’s name it #nerdbird. Thanks, VirginAmerica, somehow we needed that?Our take: At first blush, we thought it wasridiculous. Then we considered, if you want tomake it easy for your customers to referenceyou, why not? Make it short, make it sweet,but there isn’t any harm in making it.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 67

SocialGood= People and brands are joining together for the public good. Herewith, we share examples that make us smile Doing well by doing good is a great business model. • Socially Conscious Gaming • Customer Friendly, Even When Your Vehicle Only Has Two Wheels • Not Just Giving, Giving of Yourself: Bicycle Academy • Pedal Powered Cinema • Vodafone Justtext Giving • Tide Loads of Hope • Standing for Something, Like It or Not • Grenewal: What to Do With That Old Strip Mall • Own a Color For Unicef • Guerilla Gardening • Lifelens: Simplified Malaria Testing • A Child’s Right: Transparency and Fresh Water • NGOs: Show Me the Money (Where You Spent It) • Chicago Plow Tracker • Smarter Cities Need Smarter Citizens • CiteGreen – Rewards the Right Actions • Free Wifi for Finand • The Robin Hood TaxMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 68

Gaming goes Social…Awareness. In a Facebookgame that doesn’t involve themafia, vampires or supervising aneighbor’s crops, America2049shines a bright light where youaddress drug smuggling, humantrafficking and other importantissues.Our take: Facebook has had arough few months, we get it.However, bringing forward asocially responsible game isnoteworthy and resonates withtheir market. Being willing totake a stand on key issues isworthy of time and attention.Brands need to be more visible inthe dialogue, despite the risks.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 69

Customer friendly – even when yourvehicle is has two wheelsIn a lovely example of embracing all vehicles, Statoilgives us a grand example: "Dear Cyclist, You can carefor your bicycle here. You can pump and wash yourbicycle and, inside the shop, youre welcome to borrowa free bicycle care kit with oil, tire levers, Allen keys,etc. Enjoy. Statoil"Our take: Yay! We love this example because it takesnegative space – a wall – which wasn’t doing anyone anygood and would likely contain a soda or crisps ad andputs it to good purpose.At the same time, that cyclist is likely to come in andgrab a bottle of water and an apple. Everyone wins, theinvestment was minimal but the brand goodwill isoutsized.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 70

Not just giving, giving ofyourself.Want to learn how to build a bike? The bikeyou build goes to Africa, the skills you learnare yours to keep via the bike academy (acrowd-funded startup). Take 4 days and seewhat good can come of it. (Sad, but it’sexpensive) Our take: While the price puts us off, the concept does not. We think there is a role for these sorts of high end learning sessions, taught by experts, where the benefits accrue to those in need. Think celebrity chefs teaching classes where the outputs feed shelter residents or Home Depot classes that are in Habitat for Humanity houses. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 71

Pedal-powered cinema and music. Why be a couch potato? You can now be part of the generator for the movie. They have a 20-bicycle generator that drives the display of the film (or the amplifiers in the case of music). What a great date idea. Only in the UK so far. Our take: So, Citibank and MasterCard took NYC bike programme, but here’s a small and interesting way to do something local and sustainable. Could work for any environmentally conscious business or brand, or those in bicycle friendly cities and towns. Boulder? Otterbox? Trek? Local water brands (or Coca Cola…)?TRANSPERIENCES MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 72

Vodafone “justtext”givingUsing a simple code, UK telecomprovider Vodafone allows charitiesto receive donations easily andquickly from just about anyone –leveraging their infrastructure fortransmission and billing.Our take: Social good programsneed to be simple to understandand simple to execute. The bestones encourage the tribe to driveparticipation. They are not self-aggrandizing and they are notsplashy. When they use assets thecustomer is already familiar with,it’s even better.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 73

Tide Loads of HopeProctor and Gamble (P&G) helpsdisaster-torn communities withsomething you simply didn’t thinkof – clean clothes. Being able to dosomething a little bit normal, andhave a little sense of order andcontrol seems priceless.Our take: The brand fit isflawless. The charitable aspectabsolutely meets a need. Thereusability of the assets invested –sustainable and extensible. This isa fine example of how it’s done.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 74

Brand personality means you stand for something. It’s not easy being yourself in the public forum – but more and more brands will be rewarded or punished for not being transparent in what they believe. For instance, Gay Marriage. Both Lush Cosmetics and Ben & Jerry’s have voted with product and media support. Alternately, Chick-fil-a’s less than public stand vote against originally hurt them. However, supporters turned out for them as well.Our take: Consumers may love or hate yourviews, but if those views influence your way ofdoing business, expect action, support and ofcourse, opposition. It’s not wrong to take a stand ifyou believe in something. It’s wrong to expectconsumers not to do the same.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 75

Greenewal: what to do with that old strip mall Green space has been disappearing for decades. Up cropped the myriad of malls to support a housing inventory we finally found out we didn’t need (or could ill-afford). Now what? In Los Angeles, they’ve got a solution: Reverse the song: we place paradise in an old parking lot. Ok, we modified it a little.Our take: In terms of giving back to the community, as so many brands aspire, the abilityto address issues like renewal is wide open. It provides a chance to get your name out there.Don’t buy a stadium – buy a strip mall and make it a park. Family oriented brands, here’syour chance.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 76

Own a color forUnicef In one of my favoritesof the many great examples inthis section, Glidden in the USand Dulux in the UK team withUnicef to make a point aboutthe broad spectrum of paintcolors and offer you the namingrights.Our take: Again, on-brandand a great tie in make forcompelling socialresponsibility. When it’s doneright, it’s compelling, engagingand interesting. I will personally buy the color of your choice for the first 250 people who tweet the link to this presentation, DM me @hermione1 for both the link and with your choice. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 77

Guerilla Gardening:Greening anywhere we canFind a neglected space. Get a few plants. Growsomething good.The UK has become home to a new phenomen –pop-up gardening. What a great way to take asmall space and renew it for good? In thiscase, if you build it, they will come.Our take: The concept of urban farming isrising and fast – as is small space gardening.The ability to stake out a small space and makeit green, hang a sign and provide somethingbeautiful is worth it. Plus, your town will loveyou for it. Doing it yourself is a lot moreproductive than buying a mile of highway. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 78

Lifelens – simplifiedMalaria testingNot every cause gets Bill Gates as itsfront-man. Malaria is a little luckythat way, because he’s optimistic.And wealthy. But when 5 US-basedscientists and developers build an appto quickly and easily test for thedisease, it’s a win.Our take: We see apps like this all day. Developed by people wanting to do great things. They’vegiven their time. Imagine what they might be able to do with a little sponsorship money. It never hurtsto ask. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 79

A Child’s RightTransparency and Fresh WaterWhen you focus on getting clean water to achild, it’s not like the McDonald’s 1 BillionServed. The number goes up and downevery day. And while most charities reportstatic results, delivering water is a dailything, so the results need to reflect that. Our take: This example made the list for its inclusion of a “living number.” In every charitable effort, there are ups and downs. Sharing the success and the failures is all part of transparency. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 80

NGOs: Show me the money– and where you spent itAn alliance of US-based NGOs gottogether to create an interactivemapping tool that presents project-based information for donors,businesses and governments to see. Thegoal is to improve partnering,collaboration and informed decisionmaking.Our take: We have tried not to focuson the infographic concept. However,when great mapping and measurementapplications (like Tableau) make iteasy, it’s definitely worth doing. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 81

Chicago Plow-TrackerIn January 2012, the City of Chicagocreated an app to show where plows areso residents could understand whenthey expect to be free to get that quartof milk they missed.Our take: Oh, grocery chains? Thisone is for you. It’s a simple, lowinvestment model that gives you amuch better opportunity to connectwith community. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 82

Smarter Cities NeedSmarter CitizensOr at least socially active ones.Seeclickfix.com allows citizens to reporta problem – graffiti, potholes,uncollected trash – and see theresponse.Our take: As the service looks to gonational, a glocal model makes sense.Being able to support and fund localcommunity engagement should be ahigh priority for retailers. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 83

Cite Green Rewards theRight ThingsNever mind that it should be calledCite Verte, but if you sign up, youcan pick the actions you wantrewards for – carpooling, recycling.Via local partnerships and agencies,the model accounts for actions andcredits points toward the desiredrewards.Our take: Activism at its best iswhen you participate because yousee good. Everyone else needs anudge. So, how about if you sellsomething in a bottle, you take onthe recycling piece? Fuel companies,please have carpooling. It’s yours forthe asking. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 84

The Robin Hood TaxA less than 1% tax on non-human bank transactions – inother words investments and non-retail transfers – couldraise billions each year for environmental, community andsocial program. Named for the thief who stole from therich to give to the poor – you can guess who the banksare…Our take: It can be very hard to argue with this one.Given the absence of punishment dealt the banks forstarting the financial crisis, and furthering it along, thiswould seem sound. However, that’s what lobbyists are for.Expect this one to generate interest but get nowhere. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 85

Free Wifi for FinlandOkay, so I don’t know how many Fins areas addicted to Angry Birds aseverywhere else – simply that it’s asource of national pride. To make iteasier to access those flying littlebombs, Finland announce digital accessfor all Fins by 2015. It’s consider a liferequirement, not a luxury.Our take: Expect to see this trendcontinue globally, although morecountries will be less able to fund it. Ifyou do business in a country that needsbetter access, go for it. And get yourlogo on the connection screen. Dailyimpressions – of the favorable kind. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 86

SenseAble In this section, we pay homage to great ideas that affect our senses – tasty, touchy, smelly things that you might find interesting people putting us in sensory overload Here are the • Coke: Blend Your Own • Pepsi: Social Vending • Dunkin Donuts: Wake Up and Smell The Coffee • Vitamin Water: Energize • Kindness – The Cure For the Common Cold • Renew Yourself • Going Public: Fee Elimination for Room Service • Join a Road Train • Fully Engaged Travel: American Express • An Interesting Substitute: Brown Shugga Ale • The Oven: Caribou Coffee • The Honest Store: Honest Tea • Living Your Brand Values: Sustainability and Biodiversity: Banrock Station • The Allianz Drunk Mirror • The Sephora Sensorium • Gamified Medication • You’re Not Going to Eat That, Are You? • Eating the Cookbook • NatGeo Visual MagicMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 87

Coca Cola: Blend Your OwnWhen you ship the syrup to a restaurant, weightcounts. More concentrated syrups take upsignificantly less space. They also allowsomething else – the ability to offer morechoices, even ones a company might not havedeemed economically feasible in standaloneversions. But what’s super-smart here is to beable to see what people are blending in theonline world and use that as a better marketindicator than traditional research.Our take: The online-offline component ofthis has legs. The app makes users familiar withthe machine – which is a little intimidating whenyou first approach it. The ability to customizewhat once was totally standardized is cool. TrySprite and Raspberry Iced Tea. Liz Kaufman blogged about the new Coke machines. Read it here MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 88

Pepsi: Social VendingAs part of their Refresh project, PepsiCo unveiled a socialvending machine with the aim of donating 1.25mm USD ingrants every month for worthwhile causes. Drinks can bepurchased, gifted (via SMSS code). All participants were linkedto the project website, where they could vote for the projectsthey liked most. The goal was to provide 480 grants supportingarts, music, education and communities.Our take: The gifting part was a great idea. The social tie incomes across as a little more challenging since it defersexecution (you might not want to connect to the website at thetime of purchase). All in all, a worthwhile approach – but thegifting part, should definitely go forward. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 89

Dunkin Donuts:Wake Up and Smell the CoffeeIn Seoul Korea, a town of coffee drinkers, (yes, wemeant that), Dunkin Donuts created a unique means ofdelivering the scent of freshly brewed beans just as anad played. At the next stop, in front of a DunkinDonuts, people got out and got a cup of that fine stuff.This resulted in a 29% lift in sales during the testperiod.Our take: Playing with scent on-location is nothingnew – Starwood Hotels and others have done it foryears. However, using it off-premise to drive on-premise traffic, now that’s genius. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 90

Vitamin Water: EnergizeBus shelters in Chicago, Boston, New York andLos Angeles featured USB ports to chargedevices.This went well with the brand positioning of“Alternative Energy Source”Our take: When you see the opportunity togive users a chance to “power up,” it’s a goodidea to take it. Especially when you can matchit to your brand position… MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 91

Kindness: The Cure for theCommon ColdKleenex launched a campaign in Israelto promote its products with randomacts of kindness. They scannedFacebook for mentions of illness, thenconnected with friends and others toget addresses and deliver a carepackage in under 2 hours.Our take: This one makes the listbecause when you are feeling unwell,the last thing you want to do is get yourown soup and tissues. Relevant, timelyand different, it can be made to workwell for multiple brands. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 92

Renew YourselfThere are people who want towake up fast, and others whowant to be gently stirred. TheRenew Sleepclock offers youan option. It uses a radiofrequency emitter to capturemovement and breathing data.An easy to use app provides auseful display.Our take: No wires orwearables, this makes greatuse of ambient sensors tocapture information – makingit a great choice for many.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 93

Going Public – feeelimination for roomserviceCustomers feel nickel and dimedeverywhere. And in a hotel, youare often the most captiveaudience (guest, bosh!) IanSchrager and Jean-GeorgesVongerichten make room servicefees go away flawlessly.Our take: Removing feesmakes people happy. So doesgood food. Anytime you cancause happiness, and do so at anominal risk, it’s worthconsideration.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 94

Join a Road TrainTexting and driving, trying to answer that oneemail…even talking on a phone is dangerous.But for people who need their vehicle, anoption might be available. Road trains areunder exploration where cars might follow aguided vehicle to move forward.Our take: What this does to vehicle designand safety assurance is anyone’s guess.However, Volvo’s involvement allays someconcerns. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 95

The travel zodiac, preparedand interpreted by AmexAgain, it’s not for everyone, but Amex willprepare customized itineraries based onyour travel sign (with more of your input, ofcourse) and then offer up surprises anddelights to keep you fully excited aboutyour trip.Our take: It’s unique and fresh – creative andinteresting for those wanting high-end traveland adventure. The aspect of “not knowing”sets one’s heart racing a bit. Nicely done. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 96

An Interesting Substitute:Brown Shugga AleLet’s say you produce a holiday brew, but forsome sad and mystifying reason you can’tthis year and will let customers down. Howdo you handle it? By making yourself thejoke. In language we won’t share, we canonly promise you it was funny in a profanekind of way.Our take: Beer is not the world’s mostserious product. For many, it is convivialand enjoyed with a sense of ease anddelight. However, when we see an exampleas clearly engaging in this, we’d simply liketo encourage you to look it up, and see ifyou wouldn’t forgive their difficulties. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 97

Bus shelter advertising, not new.Warming bus shelter advertising that promotes aproduct actually crosses the border to innovation.Caribou Coffee provided warming shelter in aplace not exactly known for friendlywinters, Minneapolis. As the shelters looked likewarming ovens and featured oversized yummysandwiches, we can only imagine they saw a nicelift for keeping their fellow Minnesotans warm.Our take: As with all the examples in thissection, activating one’s senses is now more than astatic or even online tactic. Bringing a brand andproduct to life requires thinking outside a warmingbox. Kudos! MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 98

The Honest StoreUnmanned pop-up stations featured icecold Honest Tea in 7 large cities. Thestands were accompanied by a bucketsaying $1 per bottle which would bedonated to charity.Now for the nice news 87% of Americansacted honestly (the areas werecanvassed with CCTV).Our take: The brand match here waswell done and effective. Theinvestment was small (racks andsignage were not overdone) when youconsider the potential for mediacoverage, it was worth it. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 99

Living Your Brand ValuesWe’ve talked about urban gardens, buthow about an ad comprised of plantsthat passersby can even water? BanrockStation installed a large floweringbillboard that showcases theirattentiveness to biodiversity andsustainability.Our take: Eye-catching, this breaksthrough clutter, offers an interactiveexperience and promotes brand values.A worthy consideration for those whoproduce things from fresh goods.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 100

A two second delay makesthe Allianz Drunk MirrorDemo more than a campaignWe’ve been declaring things we reallyliked throughout the 150 or soexamples, but this video stopped us all. Aremarkable impact on a topic that needsa discussion – at the exact point it needsit. Watch the video. It’s powerful Getting home safely starts with a good look at yourselfwithout overplaying its hand.Our take: We talk about light-hearted a lot for brands. But there aretopics that need to be handledseriously. When you can tell amagnificent story powerfully, it’sabsolutely worth doing.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 101

The Sephora SensoriumA pop-up fragrance museum hit the wallsof Sephora where a carefully curated andinteractive journey was delivered.Participants could learn more about howscents affect the brain. Videos wereenacted by breathing, and there was ofcourse, a $15 entry fee – redeemable atSephora stores.Our take: This presented aninteresting look at a categorydominated by annoying personnel atdepartment stores and those samplesthat fall out of simply everything.While it might not be easy toreproduce, it might be effective use ofdead retail space available in mostmalls.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 102

Gamified MedicationFor anyone who takes medicationregularly, it’s easy to forget. It’s evenharder with meds that require specificdosing –especially for kids. However, withasthma, getting the correct dose iscritical. So, the T-Haler for CambridgeConsultants uses a computer game wherethe correct dose gets the ball in thehole. This visual aspect encourageslearning and better treatmentOur take: Anything that makesmedication easier to remember andmore fun to take, we’re in. This wasnicely done.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 103

You’re not going to eatthat, are you? Gone are thedays of sniffing the milk carton todetermine if it’s okay to drink.Sensors can now tell you if your foodis still safe to consume.Our take: Sensors made of silk andgold can detect electromagneticproperties in your fresh foodstuffs.Freshness dating will be replaced bysensor detecting, and it will makethings much easier.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 104

It’s a lasagna. It’s a cookbook.It’s both.In this truly interesting application ofingenuity, the recipe for lasagna is printedon the pasta.Our take: Well, at least you can’t loseit, right? Exactly what do you do with thebroken noodles?At all costs, it’s different enough to breakthrough, even if it is harder to follow than thesticker on my spaghetti squash.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 105

Visual Magic.National GeographicLeveraging content submitted byusers, NatGeo curates a richperspective of the beautiful peopleand places on this earthOur take: In making this acommunity versus a displaymechanism, NatGeo creates areason to participate – pride ofwork. Incrementally, they alsooffer the more casual viewer thetools to get better; guides, tipsand tricks to better photography.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 106

Store AgeWA R S Finally, one of our favorite categories, bringing you a host of interesting items from the places we love most: Stores. These retailers are wining the battle for consumer attention • Tesco’s Virtual Subway Store • PUMA Teams With SolesforSouls • Uniqlo’s Happy Machine • A Gilt-y Pleasure – the Many Brands of Gilt.com • Square Evens Out the Playing Field • Malls For Men • The Rue 30: 30 days, one shipping charge • MAC: Bloggers Obsessions • Variations on a Theme: Gap Goes for Social Influence • American Retro: Blogger Cum Designer • Target, Neiman Marcus and the CFDA, Oh My • Social Influence Drives Design Collection at DKNY • Banana Republic Goes Mad, Men • From Window Display to Your Hands in 24 Hours • The IKEA Adult Sleepover • The Book and The Cook: Intriguing Mixed Use Retail • Virtually Filled Prescriptions: Walgreens MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 107

TESCO HomePlus Virtual Subway Store brings the store to the very busy people of Seoul, Korea. Please note that it looks like a real display case. Just tap to buy and pay with your phone, pick it up on your way home. We found this via video – which has 1.2mm views. It’s obviously gotten some attention Our take: With displays that look like a real beverage case and other elements that make it easy to select and buy, this idea will continue to grow. In fact, others are already getting on board – like Peapod in the US.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 108

Puma teams with SolesforSouls Bring a gently used pair of sneakers in and PUMA will make sure they get to those in need. Meanwhile – the donating party gets 30% off a new pair of kicks. Other events in the campaign included two one-day non-store donation days via a big red drop box where those giving people – literally – the shoes off their feet – got flip flops and a coupon. Our take: Stores had outdoor signage (I found out about it in front of the Rush Street store in Chicago) and other promotional support. It’s good when you can create an effort like this and make it carry over year after year. Careful planning and well-chosen partners are critical to success.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 109

Uniqlo’s Happy Machine featured items that dropped out at various times within operating hours during the relaunch of their Regent Street store in London. Additionally, early shoppers received breakfasts, cashmere scarves and limited edition bags. Our take: This is a buzz maker. For three days, Uniqlo became the place to be – and the follow-on, memory traffic continues. The store is known for quality and service. Now, it’s also known for a happiness machine. That’s what makes retail great. Can Whole Foods do this?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 110

Guilty Pleasures: TheMany Brands of Gilt.comWhat started out as a well-craftedset of short-inventory sales atdiscount prices has turned into anempire including city-specificofferings (including very exclusiveevents), well curated travelexperiences and a whole site for thefoodie. Gilt.com’s rapid expansionhas made them a force to bereckoned with.Our take: Making judicious choices into expansion is critical. Theyneed to be carefully aligned to the brand yet distinct enough to standalone. Additionally, Gilt.com’s ability to customize their emails intothousands of combinations supports preferences built on shopperhistories. Using data, display and visual merchandising makesGilt.com a winner.I wrote about why Gilt.com would trump Groupon in 2011, here.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 111

Square evens out the playing fieldFor smaller retailers, and mobile ones as well, it’soften been a cash business. Now, every retailer,taxi-cab driver and street vendor can take plastic.Setting the stage for a complete upset to thepayments market, Square announced a flat fee thatwill offer many retailers the opportunity tocompete more effectively.Our take: Square is leading a charge here toreinvent payments and fees. This should bebeneficial to many retailers. What’s more, itsmobility aspects are driving the ability to putpayments on the sales floor – making it easy forconsumers to check out. While there is not amulti-unit program that we are aware of, we wouldexpect one soon.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 112

The Middle East offers Malls forwomen, the Czech Republiccaters to the other genderA gentlemen’s arcade featuring 19 luxuryshops is opening in the Czech Republic.Our take: For many years, ubiquityruled the day. Now, with men not beingfully satisfied with having to deal with amyriad of shops not focused on them, wewill start to see more interestingapproaches to “divide and conquer.”MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 113

The Rue 30 – oneshipping fee covers 30days of purchasesOnline retailer RueLaLa.comchanges the way people viewshipping while encouragingrepeat transactions. Onepayment of $9.95 covers everypurchase made in a 30-dayperiod.Our take: We all know it. Customers hate shipping charges. Retailers like Overstock.com make itworse for everyone else with their $2.95 for any order – even a mattress or rug. However, this movemakes sense and provides a sense of continuity while encouraging loyalty. A tough nut to crackhandled with a deft touch.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 114

MAC, the brightlycolored and unabashedretailer went to theblogs or at least the Bloggers when theyteamed up to create customizedlipsticks and eye shadows in aspecial collection.Our take: Making friends with thesocial community gets you mentions.Make the right friends and you actuallygain influence. This was a greatexecution of a great idea. Andeveryone can do something like it.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 115

Gap: Social Influence –variations on a theme Gap teamed up with Refinery29 andFabSugar to ask their teams of expertbloggers to style models with theircollection for Styld.by. All the imagesand outfits could be tagged via socialsites and links to purchase wereincluded.Our take: Women connect with variouscontent-based sites who understand theirstyle and offer them a perspective. Inleveraging these experts, Gap got a boostthat was worth more than advertisingthrough implied credibility.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 116

American Retro Makes Bloggers DesignersTake six influential fashion bloggers, offer each theopportunity to design a limited edition item. Featuretheir work in your windows in Paris. Make friends – whowill write about you - for lifeOur take: This is a variation on the theme, and one to becautious with. Just because you write about fashion doesn’t meanyou can design it, although in this case, the ladies did extremelywell, by all accounts. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 117

Target, Neiman Marcus and theCFDA, Oh My.These two brands don’t seem to fit togetherat first glance. Yet, they are teaming up ona very limited edition set of items from theCouncil of Fashion Designer heavyweightsthis holiday. Target is no stranger to creativeretailing – from their Shoppes concept to acustom-for-Target Missoni line that sold outin hours. The items will span all price pointsand include men’s and womenswear.Our take: Target is the category innovator. Neiman Marcus, the cool style-maker. Putting thesebrands together is a stroke of brilliance that will gain more attention as 2012 draws to a close.There may not appear to be overlap in the brands, but both will see a healthy draw from this effort.No merchandising details were available as of yet. We’re still trying.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 118

Social Influence drives adesigner to engageThe Bag Snob – an accessories blogtweeted rather negatively aboutDKNY. In a stunning turning of theother cheek, DKNY invited theladies to work with them on acollection. Given their influence, acollaboration made sense andallowed DKNY to win back somerespect while getting a bunch offree publicity.Our take: If you are not listening – and reacting to what is said about you in the marketplace, youare missing opportunities. There are free tools, there are great paid tools. Just get yourself a reallydecent understanding of your social persona. You need it. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 119

Banana Republic Goes Mad…MenCapitalizing on the success of AMC TV’s showMad Men, Banana Republic designed a limitededition collection featuring vintage styling.The collection was unveiled in a unique way –with style bloggers and staff on a Virgin Atlanticplane from New York to LAX. Social mediaabounded – due to airplane wifi.Our take: The more moving parts you put in,the more opportunities for something to gowrong. If you are planning something like this,double and triple check. Then engineer inredundancies. It’s worth it to have it come offeffectively. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 120

From Window Display to YourHands in 24 hours For the critical holiday shopping period, UK retailer John Lewis featured a set of QR codes merchandise in the window, including their Top 30 Favorite Things for Christmas. This unprecedented convenience made it easy to see an item, go online, order and pick it up – dealing time-strapped a handy advantage.Our take: While some people love QRcodes, others are less convinced. In thiscase, they were well used to increaseconvenience. Give thought to when and wherethey make sense for you, since overdoing themis an ugly miscarriage of your well-designedefforts. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 121

The IKEA Adult SleepoverThe first 100 people over age 25 wereasked to reserve a bed for 8PM to 8AMevent relaunching IKEA’s beddingdepartment. They were given treats forparticipating and the event – includingpajama-clad participants was cataloguedfor all to see.Our take: We’d call this more creativethan repeatable. That being said for abrand known more for its design, it seemsa little off. We wished they’d have spentthe money on better assembly directions. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 122

Cook and Book:Intriguing Mixed Use RetailIn Brussels, this concept store is dividedinto nine themed areas each with adistinctive style and dining offering.Our take: The concept of creatingthemed areas is not new. However,creating brilliant experiences in each onewill always be fresh. How much can youchange and still be within your brandstandard. That’s up to you.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 123

Virtually Filled PrescriptionsRefill RX by Scan from WalgreensAfter checking and banking took a turn for thescanner, how long could it be until other thingsfollowed? In a wonderful bout of “easy”Walgreens delivered a free app for customers toreorder prescriptions. Four months after launch,it accounted for 50% of all refills.Our take: Enabling repeat purchase is whatmakes this so attractive. How can grocers andother quick turn items capitalize on this? Howabout QSR, that one’s a no-brainer.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 124

The 3DWo r l d Our 4D world was 1D for too long. No special glasses needed to experience this 3D world…finally. • Thingiverse and Copyrights • 3D Fetus • Print a Couture Pair of Shoes • Print Steak or Chicken For Lunch? • Security Is Key • Nokia Launches Their Latest Phone in 4D • 3rd Planet • 3D room mapping with Kinect • Really hands free with Mercedes • Urbee • The New Theme Park • Microsoft Operating and Kinect team upMKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 125

You lost that one little piece you need to complete your 1969 circa airplane model, no reason to get upset, simply 3D print a new one from the picture in your instruction manual. What an innovative solution to a vexing problem. However, who owns the rights to that one little piece you are 3D printing? That is currently the question. Our take: We foresee that this will continue to be a copyrights issue, however a simple solution to an innovative tool can be crafted. Think outside the copyright and move towards the music industry. Royalties could solve this, right? Let the people print!MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 126

The DVD of your unborn baby is so last year Who needs ultrasonic baby picture when you can have a resin-cast 3D model of your live fetus? That’s the latest development in 3D printing, now available at a health clinic in Tokyo. It costs about $1300 and parents can opt to have a single body part instead of the entire fetus. (OK, that’s even creepier). Our take: There are people who will want this, we are sure, but is expensive. Parents could wait and just upload to Thingiverse, at a significant less. Since babies cost enough as it is, how sustainable is this?MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 127

3D printed Couture is beyond a dream come true for the girls at Covalent Marketing. Continuum Fashion recently released a pair of 3D printed Cinderella shoes. They are created with a super lightweight 3D printed layered nylon and a patent leather inner sole. The bottoms are made from synthetic rubber. They are supposedly super comfortable. They come in all different colors and cost $900. Gulp! Our take: The cost of 3D printing will be decreasing rapidly over time and lets face it, these are one of a kind, custom PRINTED shoes. We also wonder if this is a hint of what fashion will be in the future.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 128

Craze or crazy is what comes to mind when considering 3D printed food. A startup wants to create 3D printed meat to fill the human craving for animal protein without continuing to take an environmental toll on the planet. Billionaire Peter Thiel is directing between $250,000 to $350,000 from his philanthropic foundation toward Missouri-based Modern Meadow to create the bio- printed meat. Our take: not to worry, this isn’t coming to a table near you anytime soon, however if you look beyond the consumption factor and into the possibility of 3D printing medical grade tissue, then innovation is achieved.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 129

Zip ties may work. Now that handcuff keys can easily be replicated with 3D printers, its seems that some areas of our culture will have to be completely re-innovated. Our take: this is the key, so to speak, of innovation, never to stop creating. That is exactly what happened with security consultant that used 3D printers to replicated the handcuff keys. Use innovative products to solve problems, even if the problem and product don’t necessarily seem to go together.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 130

Nokia launches their Lumia device with 4D in London – with DeadMau5.We’d like to say more the display on the Millbank Tower but we were speechless. In a good wayOur take: when you want to do something right, rehearse. When you want to draw a crowd, be totallyof the cuff amazing and rehearse a lot. When you’re losing your place in the scheme of things, renewingrelevance counts for a lot. Nokia pulled it off with a core group of the phones target audience. MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMO September 2012 www.covalentmarketing.com 131

3D World – Third planet takes you aroundthe world in 3D. Want to zoom up the side of theStatue of Liberty? Hover on the embankments ofthe Thames? We understand if you lack thebudget. So how does free sound?3D Planet enables interaction with surfaces beyondtraditional geographical feature mapping. Nowyou too can hover with the gargoyles on NotreDame.Our take: We can continue to expect to movefrom 3D geography expand into an objectorientation. The technology will let usexperience things at a level of detail that hasheretofore been unprecedented.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 132

IS there someone not in on the 3D mappingcraze? It’s moved to interiors and the ability to layer on effectsand human movement. In a surprise move last week Amazon pickedNokia’s 3D mapping application over Google Maps for its next genKindle Fire. But the bigger new is moving inside – MS Kinect is now 3Dmapping rooms, objects and people.Our take: As the TechCrunchvideo shows the complexity ofthe 3D assembly process, therich outputs on the immediateright make it clear that thisprocess can transform spaceplanning and usage.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 133

How is this for hands free? At the 2012 Consumer Electronics Show in Las Vegas, Mercedes Benz showed off a windshield in development that displays icons of nearby restaurants or landmarks which the driver can gesture at or point toward to view more information. In addition to this augmented reality windshield, Mercedes Benz launched an update to the voice and touch screen controlled system entitled Mbrace. Our take: Our phones have the ability to learn from our patterns, our phones sync with our cars and now our cars can make the visualization of information more accessible. Anything to make data easier to process and safer for the driver is a plus.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 134

The term Additive Manufacturing sounds innovative. This is the type of 3D printing manufacturing used to build the Urbee. It is a two person hybrid car that can be charged with a traditional electric plug socket. Kor Ecologic hopes that the Urbee will go into commercial production by 2014. Our take: This car is amazing, however what is more interesting is that improvement cycle available to this type of manufacturing. The ability to rapidly improve, tweak and improve again will re-invent the entire manufacturing industry, supply chains and time to market.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 135

RFID, 3D & Augmented Reality immerse guests in this South Korean “Live Park.” This park gives guests the opportunity to experience and interact with a virtual world. Here, individuals can create an avatar and become the main character in a unique, augmented reality adventure. Our take: Theme parks will only get more engaging, more participative, more personal. The separation between ourselves and the media grows ever thinnner, for better or worse.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 136

MS Kinect goes beyond gaming and you no longer need the console for interactions. Any consumer operation Windows 7 or better can use Kinect hardware and software. As an outgrowth of the tremendous interest in motion sensing/gesture recognition, concepts like Aurasma and KinectHacks.com gain true followers. Our take: It’s extremely reasonable with a price tag of $250. However, a lot of people will not see the potential of Kinect to create much more engaging customer experiences. That’s a same because this technology has the potential to reinvent how we interact with devices – and not just on the glass.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 137

Nike uses motion sensors demonstrating NikeFuel. NikeFuel is the brand’s metric fitness activity. Using a wall full of motion sensors, (MS Kinect strikes again) customers could see their reflection on the wall as a digital archetype. Their digital self can be shared socially. Our take: If you have been to Mandalay Bay in Las Vegas (or most other casinos for that matter), or stepped on an elevator in an Aloft Hotel, you’ve seen motion/pressure sensitive devices at work. They will continue to reinvent digital displays and the level of interaction users can have with them. One pioneer in the category is YCD. Others exist. Regardless of whose wares you look at, the use of digital versus paper or static displays will continue to proliferate and customize.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 138

Fine Italian craftsmanship meets modern commerce Ermenegildo Zegna released an iPad app called Zegna in_STORE, offering consumers a 3D mobile online shopping experience. Available in the App Store it delivers two virtual floors to shop along with brand content. Our take: This approach will take a while for it to take hold, but it come. Say by 2017, we will expect to be able to navigate a 3D store to either enable the digital transaction or enrich the live one that will follow.MKTInnov8 – 115 (or more) Innovation Examples for the Modern CMOSeptember 2012 www.covalentmarketing.com 139

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Mkt innov8 115 (or more) Ideas for Innovation with links

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Mkt innov8 115 (or more) Ideas for Innovation with links Presentation Transcript