Introducing TRANSIENT IDENTITI, INC.
“The most important skill set of the New
Marketer is intellectual curiosity”
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
Our Sole Premise
Transient Identiti is a strategic innovat...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
FUTURE OF ADVERTISING
CHAOS THEORY
3
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
UNIVERSAL Truths
The Future of Advertising (Fast Company)
...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
UNIVERSAL Truths
The Trouble with Brands (Booz Allen, Stra...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
UNIVERSAL Truths
The Future of Media will be intangible.
P...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
UNIVERSAL Truths
7
The Dawn of the Social Consumer…
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
POINT OF ENTRY
ASSESSING THE CHAOS
8
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
9
+ Leverages an unconventional mix of inter-disciplinary
...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
HOW You Must Think
+ Consumers are going to the biggest pr...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
….AS Strategy
+ Innovation
+ Design (package and product) ...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
INNOVATIONS IN THINKING
DISRUPTING WISDOM
12
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
DISRUPTING Wisdom
+ Design Thinking
+ Multisensory Brand E...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
DESIGN or Intuitive Thinking
14
The analytical thinking – ...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
MULTISENSORY Experiences
+ Multisensory Brand Experiences
...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
REAL-TIME Marketing
+ Marketplace Positioning in Real-time...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
CROWD-Sourcing
+ Crowd-sourcing
+ Through Product Design
+...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
MARKETING as a Service
+ Marketing as a Service
+ With Mar...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
CUSTOMER Managed Relationships
+ From CRM to CMR
+ Any Mar...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
GAME Mechanics
+ Gaming as Strategy
+ The notion of “chanc...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
21
CONNECT With Us
+ Why the name sake? Because we are unc...
Who We Are Disruptive
Thinking
Universal
Truths
Connect With US
CONNECT With Us
22
Dynamic customer experiences centered a...
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Transient Identiti: University Maryland - Strategic Innovations in Marketing 11.30.10

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This presentation outlines the disruptive thinking that is changing the way professionals approach the discipline of Marketing.

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Transient Identiti: University Maryland - Strategic Innovations in Marketing 11.30.10

  1. 1. Introducing TRANSIENT IDENTITI, INC. “The most important skill set of the New Marketer is intellectual curiosity”
  2. 2. Who We Are Disruptive Thinking Universal Truths Connect With US Our Sole Premise Transient Identiti is a strategic innovation shop where strategy meets design. The core business focus is to help clients rethink facets of their go- to-market approach for connecting products with desired target audiences from ideation of execution. Through our exploratory approach centered around design thinking, Transient Identiti infuses innovation across a series of Marketing functions ranging from communications planning to customer strategy . 2
  3. 3. Who We Are Disruptive Thinking Universal Truths Connect With US FUTURE OF ADVERTISING CHAOS THEORY 3
  4. 4. Who We Are Disruptive Thinking Universal Truths Connect With US UNIVERSAL Truths The Future of Advertising (Fast Company) + Too many people, to many of the wrong kinds of people, too much bloat, too much inefficiency. 4 + Curation Nation: distribution of human judgment from a handful of elite taste-makers based on our own self-selection.
  5. 5. Who We Are Disruptive Thinking Universal Truths Connect With US UNIVERSAL Truths The Trouble with Brands (Booz Allen, Strategy + Business). + Most consumer brands aren’t creating value 5 + There exists a mismatch between consumer attitudes towards brands and the market values of the companies that own them. + Excess capacity of consumer options + Lack of creativity + Marketing pays too much respect to brand’s existing equities, a reflection of past accomplishments.
  6. 6. Who We Are Disruptive Thinking Universal Truths Connect With US UNIVERSAL Truths The Future of Media will be intangible. Proliferation of widgets, gadgets, and apps is increasingly killing the impression based Marketing model. + Clients need to completely rethink the “distribution” of their brand message + The ecosystem of customer experiences that clients must navigate is now defined by micro-interactions with the brand. The future in harnessing media will boil down to imaginative thinking.  6
  7. 7. Who We Are Disruptive Thinking Universal Truths Connect With US UNIVERSAL Truths 7 The Dawn of the Social Consumer…
  8. 8. Who We Are Disruptive Thinking Universal Truths Connect With US POINT OF ENTRY ASSESSING THE CHAOS 8
  9. 9. Who We Are Disruptive Thinking Universal Truths Connect With US 9 + Leverages an unconventional mix of inter-disciplinary archetypes to evoke and drive strategic thought ranging from Indie film producers, to brand marketers, to spoken word poets, to journalists, to artists, spanning multiple nationalities. The premise is simple, creative thought for strategy development originates from all perspectives. + Do not compartmentalized by siloed disciplines. Staff in accordance with the 10 faces of innovation with a broad understanding of how to build brands. NEW Talent Imperative
  10. 10. Who We Are Disruptive Thinking Universal Truths Connect With US HOW You Must Think + Consumers are going to the biggest properties + Consumer connectivity and engagement has caused for the reinvention of the agency model, the Marketing model, and the structure of Marketing teams. + The marketing strategy must be about changing behavior; noting that each touch point has a different influence upon the consumer and it will be the “effect” that makes the difference in the end. + In the new era of marketing, the focus must be on the modes that consumers are in when they interact with and experience messages 10
  11. 11. Who We Are Disruptive Thinking Universal Truths Connect With US ….AS Strategy + Innovation + Design (package and product) as Strategy + Technology as Strategy + Experience as Strategy + At Retail + Customer Service 11
  12. 12. Who We Are Disruptive Thinking Universal Truths Connect With US INNOVATIONS IN THINKING DISRUPTING WISDOM 12
  13. 13. Who We Are Disruptive Thinking Universal Truths Connect With US DISRUPTING Wisdom + Design Thinking + Multisensory Brand Experiences + Real-time Marketing + Crowd-sourcing + Marketing as a Service (Service Design) + Service Design + Service as Strategy + Customer Managed Relationships + Game Mechanics 13
  14. 14. Who We Are Disruptive Thinking Universal Truths Connect With US DESIGN or Intuitive Thinking 14 The analytical thinking – that dominates thinking in business is deeply rooted in the past; it seeks to extrapolate the past into the future using deductive and/or inductive logic. In opposition to analytical thinking is not design thinking but rather intuitive thinking – knowing without reasoning. Intuitive thinking imagines the future. It is about invention; the most disruptive and unsystematic form of thinking. Design thinking is the productive combination of analytical thinking and intuitive thinking, a form of thinking that utilizes the deductive and inductive logic of analytical thinking and combines it with the abductive logic – the logic of what might be – from intuitive thinking.
  15. 15. Who We Are Disruptive Thinking Universal Truths Connect With US MULTISENSORY Experiences + Multisensory Brand Experiences + Ferrari World in Abu Dhabi, visitors are invited to experience multisensory immersion into the sights, sounds and smells of Ferrari's Italian heritage and rides that simulate the G-force of Formula 1 racing. + Nissan plans to launch in-car aromatherapy forest air conditioning, which will deliver scents that assist in maintaining alertness and deliver vitamin C to help hydrate human skin. + 6-D cinemas include seats that move and fragrance jets that allow audiences to experience even greater sensory thrills. + Dominos' "The Revenge" pizza with jalapeno and mustard. 15
  16. 16. Who We Are Disruptive Thinking Universal Truths Connect With US REAL-TIME Marketing + Marketplace Positioning in Real-time + “Tweeting during concerts, tweeting during games, tweeting during awards shows on TV, whatever it is, this need to be constantly connecting around events as they unfold will mean that Marketing moves well beyond the pre and post for major launches.  The requirement will be for engagement for everything in between as well.” (Mark Ghuneim) 16
  17. 17. Who We Are Disruptive Thinking Universal Truths Connect With US CROWD-Sourcing + Crowd-sourcing + Through Product Design + Through Product Development + Through Customer Experience + Through in-market Execution 17
  18. 18. Who We Are Disruptive Thinking Universal Truths Connect With US MARKETING as a Service + Marketing as a Service + With Marketing evolving from being “seen” to being “shared” the new expectation is that Brand Marketing carry some form of utility within the product offering. + Nike Plus. + Call it engagement or service, experience is the basis from what all “social currency” bears its roots.  The companies that have always understood that the customer experience is part of what propels the brand through it’s marketplace dominance.  Think  “service excellence” or “service quality” ( Walt Disney Company’s theme parks, REI’s outdoor stores, Chuck E. Cheese’s pizza restaurants, Nordstrom or Southwest Airlines). 18
  19. 19. Who We Are Disruptive Thinking Universal Truths Connect With US CUSTOMER Managed Relationships + From CRM to CMR + Any Marketing professional will talk about the role of CRM and it’s ability to move consumer across a brand portfolio and drive business across the bottomline.  Primarily executed in a “push” Marketing fashion, this framework fast becoming obsolete.   + Social connectivity means that a brands existence within the social construct or social fabric of the consumer’s everyday life is far more pertinent.  Exit CRM and enter CMR, customer-managed relationships.   + This term witnesses the emergence of platforms that are user driven where the brand provides tools that allow the consumer to more effectively make purchase decisions.  And yes, the brand does play an active role here.  Mobile apps are just a mere the stepping stone.  Social shopping sites (that are brand driven) like the Macy’s example below personify it. 19
  20. 20. Who We Are Disruptive Thinking Universal Truths Connect With US GAME Mechanics + Gaming as Strategy + The notion of “chance” or play for fun style participation has always been a draw for the average consumer.  It’s no secret that many of the most impactful business ideas obtained their origins from  the gaming arena (virtual reality – now augmented reality; 3D animation; multi-player role playing) you name it – any advanced form of user engagement. The notion of game mechanics speaks to the need for the melding of participatory entertainment as part of the business strategy.   + Consumers more and more will foot note their behaviors through digital activities that go beyond a mere utility but also offer excitement and the “chance” for incentives.   + Implies the community aspect (gamers like to compete and participate with friends).   + Allows the brand to come along for the ride with packaged properly.   + The ability of the user to get “lost” in another world (essentially off the mainstream, mass media grid). 20
  21. 21. Who We Are Disruptive Thinking Universal Truths Connect With US 21 CONNECT With Us + Why the name sake? Because we are unconventional. Because we thrive on the notion of disruption. Because we are constantly evolving in our thinking. Because we are always focused on what rarely remains at rest. Because complacency is another word for traditional. Strategymeetsdesign.posterous.com Twitter.com/identitilab Youtube.com/transientidentiti
  22. 22. Who We Are Disruptive Thinking Universal Truths Connect With US CONNECT With Us 22 Dynamic customer experiences centered around content, applications, and communications relevant to the social relationship being cultivated will be the new sell-through approach. http://www.slideshare.net/IdentitiLab • The New Marketer – NYU, Baruch College, Univ. Nevada • Innovations Redefining Marketing – NYU • Socialization of Marketing - NYU

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