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Critical Mass 'Adaptive Brands'

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Critical Mass 'Adaptive Brands' slides for iStrategy London, May 2012

Critical Mass 'Adaptive Brands' slides for iStrategy London, May 2012

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  • 1. Adaptive Brands:!Delivering Value in a Shifting World" !"#$%&(% )*"+),-.,/)0.% 1)*"+),-.,% Jan 31, 2012!
  • 2. We are a marketing agency creating extraordinary experiences."Evolving with the digital landscape for the past 16 years."
  • 3. A FULL SERVICE DIGITAL AGENCY" A! STRATEGY! B! EXPERIENCE DESIGN! C! SOCIAL! D! MOBILE! E! TECHNOLOGY! F! MEDIA & MARKETING! G! MARKETING SCIENCE! H! PROGRAM MANAGEMENT!
  • 4. AGENDAWhat’s ChangedWhy it MattersHow you Deal with It
  • 5. MARKETINGYour World Has Changed
  • 6. MARKETING IS BEING REINVENTED" 1! CHANNEL EXPLOSION! 5! MEASUREMENT COMES ! TO THE FOREFRONT! 2! EVERYTHING IS DIGITIZED! 6! HALF LIFE OF AN IDEA IS ! MEASURED IN WEEKS! 3! HIGHER ACCOUNTABILITY! 7! SYSTEMS THINKING" BECOMES AS IMPORTANT ! AS CAMPAIGN CREATIVITY! 4! TOO MANY COMPETING" INITIATIVES REQUIRE" DEEPER PRIORITIZATION!
  • 7. FROM ANALOG TO CONNECTED AGE" ANALOG% CONNECTED% Mass Media" 1" 1" Fragmented Media" Single Target +! Multiple Contexts +! 2" 2" Defined Templates" No Template" ‘Breakthrough’" 3" 3" ‘Stand Out + Fit In’" Masters of! Masters of! Messaging" Context"
  • 8. TECHNOLOGYDriven by Technology
  • 9. MOBILE SURPASSES DESKTOP" GLOBAL MWEB GROWTH – MOBILE OVERTAKES DESKTOP IN ~2014! Global Movile vs. Desktop Internet User Projection, 2007-2015E! 2,000! INTERNET USERS (MM)! 1,600! Mobile! Internet Users! 1,200! 800! 400! Desktop ! Internet Users! ! 2007 2009 2011E 2013E 2015E ! TODAY!
  • 10. TABLET SHIPMENTS FORECAST "TO SURPASS 400M BY 2017"Estimate is that tablets surpass notebooks in 2016! Global Tablet Shipments (millions)! 500! 400! 300! 200! 100! 0! 2010! 2011! 2012! 2013! 2014! 2015! 2016! 2017! Source: NPD DisplaySearch, 5/2012!
  • 11. SOCIAL IS THE NEW GLOBAL NETWORK" TWITTER TRAFFIC FOLLOWING THE JAPAN EARTHQUAKE, MARCH, 2011 ! Source: Twitter!
  • 12. CONSUMERSAnd Heightened Consumer Expectations
  • 13. THERE IS A SEA CHANGE UNDERWAY" FROM" TO" " " " " PASSIVE" ACTIVE" PLANNED" AD HOC" CAMPAIGNS" PLATFORMS" SIT BACK" LEAN FORWARD" INTERRUPTIONS" ACTIVE ASSISTANCE" JUST INTEGRATED" HIGHLY CONTEXTUAL" SEQUENCED" FLUID" " " 13!
  • 14. EBB AND FLOW AT THEIR LEISURE" " SEEK THEIR OWN LEVEL" " ! FOLLOW THE PATH OFFLUID !CONSUMERS LEAST RESISTANCE" " " ERODE THE BEST MARKETING INTENTIONS" " COLLECTIVELY, ARE A FORCE OF NATURE"
  • 15. USE NON-LINEAR DECISION MAKING" 15!
  • 16. MILLENIALS" SWICH MEDIA" 27 " " TIMES PER HOUR"4:3%)&@0.3*%:,%A3)0.3%B,@3*5%,#$%@:3%C"#$0C%0B%0880*@&#"@D%B0*%),8@&*"#E%@:3.%:,%A3)0.3%.,--3*/% 20&*)3(%4".35%6#)/%7%6##3*)083%933,*):5%;<=>=?%
  • 17. BRANDSBrands Must Change
  • 18. THE NEW 6 P’s OF ADAPTIVE BRANDS" FROM" TO" " " " " PRODUCT! PRODUCTIVITY OF YOUR SOLUTION" PLACE! POINT-TO-POINT CONTEXT" PROMOTION! PRODUCER OF GREAT STORIES" PRICE" PRINCIPLES YOU LIVE BY" +" PROGRESSIVE in attitude " PERSONAL in approach" " Successful brands will adopt these attributes" 18!
  • 19. LETS START WITH PROGRESSIVE"!"#$%$&(&)*&+$)(*&,-$&.,-*&-&*#$&#(*,%/&,0&)-/&1,2.)-/&3#$-&/,4&#)5$&*,&1#)-6$&7%)2)81)++/&*,&%($&*,&*#$&-$9*&+$5$+&,0&.$%0,%2)-1$:&&;((&*#)*&2,2$-*&)-7&/,4&(*)%*&*,&7$1+-$:<&& =-7/&>%,5$?&-*$+&% 6##0F,+0#%@:*0&E:%@3):#0-0ED%% 2D@3.%8-&%),.8,"E#% G"F3%"#%A3@,% 4:"#H%$"*&8+0#% I.A*,)3%0)",-%A&"#3%$3"E#%
  • 20. PROGRESSIVE BRANDS"Embrace technology and the opportunity to enhance their position and value tocustomer’s lives."
  • 21. EMBRACE 1:1: THE PERSONAL BRAND"!@$&7,-A*&B4+7&($%51$(&*,&2)C$&2,-$/?&3$&2)C$&2,-$/&*,&B4+7&B$D$%&($%51$(<&& ;)%C&E41C$%B$%6?&F)1$B,,C&& 93-3F,#@5%83)"J)%#33$% K&@0."L,+0#% 93-,+0#:"8%0F3*%@*,#,)+0#% !0@3*%)0#F3*,+0#%
  • 22. PERSONAL BRANDS SEEK 1:1"Engaging with their consumer, tapping the power of the collective in serving"the needs of the individual"
  • 23. FROM PRODUCT TO PRODUCTIVE"G&+,5$&.$,.+$&1,4-8-6&,-&2$?&)-7&(,?&/,4&C-,3?&*,7)/&*A(&(,&$)(/&*,&B$&2,85)*$7?&B$1)4($&3$&#)5$&2++,-(&,0&14(*,2$%(&1,4-8-6&,-&4(&)*&=2)H,-:1,2:&"#)*A(&04-:& I$J&K$H,(?&=2)H,-&% 4:"#H%#3M@%.0@%-"H3-D%#33$% N3,#"#EB&-%,#$%&3B&-% O3D0#$%@:3%0*"E"#,-%@*,#,)+0#% 9383)@%+.3%C"@:%@:3%)&@0.3*%% !,)"-"@,+0#%,#$%3*F"#E%
  • 24. THE PRODUCTIVE BRAND" WHAT IS DONE" PRODUCTIVITY = " WHAT IS REQUIRED TO DO IT" TIME IS THE DENOMINATOR FOR TODAY’S CONSUMER" CONSUMER TIME FOUND = THE NEW MEASURE"
  • 25. PRODUCTIVE BRANDS BUILD VALUE"With sustaining ecosystems that extend well beyond the product or transaction" K0##3)@3$%P3F")3% R*0$&)@%23-3)+0#% "4&#3% S"#$-3%<%T#%P3.,#$% P3F3-083*%400-% N3*):,#@%U3@C0*H% "K-0&$% 2@*3,."#E%23*F")3% 93@,"-%2@0*3% K-0&$%23*F")3% Q#"F3*,-%R*0J-3% R,D.3#@%23*F")3%
  • 26. FROM PLACE TO POINT-TO-POINT"!L,-(42$%(&)%$&(*)8(81(:&&L4(*,2$%(&)%$&.$,.+$<& M*)-+$/&;)%14(& % 4:"#H%0&@"$3V"#% K&@0.3*%."#$3@5%#0@%A&"#3%@*&)@&*3% K0##3)@%@:3%$0@% K0#@3M@%.,W3*%.0@% !0@3*%"#+@&+0#,-%.3.0*D% 23*F3%@:3%X0&*#3D5%#0@%X&@%@:3%@*,#,)+0#%
  • 27. POINT-TO-POINT BRANDS"Seamlessly and systematically connect the dots as you go through your journey"
  • 28. FROM PROMOTION TO PRODUCER" !;)%C$8-6&(&*#$)*%$:<& &&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&&@)+*&N(-$/& % 2@0*"3% 93-3F,#)3%Y%I.0+0#% R*0$&)+0#%Z,-&3% R,*+)"8,+0#% P"3."#,+0#%
  • 29. PRODUCER BRANDS"Tell great stories with character, consistency and engagement. !
  • 30. FROM PRICE TO PRINCIPLED"[-"E#%@0%-,*E3*%.""0#%@:,@%,*3%*3-3F,#@%,#$%80C3*B&-%B0*%@:3%)0#&.3*% “ People dont buy what you do. " “ They buy why you do it." Simon Sinek"
  • 31. PRINCIPLED BRANDS"Stay true to their mission!
  • 32. HOW ADAPTIVE IS YOUR BRAND?" PRODUCTIVITY of your solution! POINT-TO-POINT context" PRODUCER of great stories" PRINCIPLES you live by" +" PROGRESSIVE in attitude " PERSONAL in approach" " 32!
  • 33. ALIGNMENTAligning to Serve
  • 34. 01! Start With Customer Insight! Innovation based on customer needs and frustrations.! ADAPTIVE BRANDS" ! 02!CREATE NEW VALUE" Look For The Win / Win! " Align to create tools and experiences that help consumers through their lifecycle.!AND FOSTER MORE" ! CONTEXTUAL" 03! Don’t Let Another Brand Steal CONNECTIONS" The Show! Treat adaptive extensions like products – invest to evolve and differentiate them. !
  • 35. MARKETING STRATEGY""%)78,-)+& K&@0.3*%
  • 36. MARKETING STRATEGY EMBEDDED"O2B$77$7& K&@0.3*%
  • 37. ! 01! Build Anytime, Anywhere Value " Your Consumer Cannot Live Without! ! 02! " Be Where Your Consumer Is with " Contextual Relevance!BRAND BUILDING" ! " 03! Continuously Innovate WithFROM ‘SERVICE’" Research to Stay Ahead ofTO SERVING" Customer & Competitive Demands! ! 04! Bring the Brand Promise to Life in " Emotion and Value! ! 05! Align to Demonstrate Adaptability of your Brand to your target! !
  • 38. SHIFT FROM DISPARATE EFFORTS" Customer! Brand! Business!
  • 39. TO ALIGNED EFFORTS THAT SUSTAIN VALUE" Customer! Brand! Business!
  • 40. AND BAKE IN THE CORE ATTRIBUTES" Customer! Personal! Productive! Principled! Point-to-Point! Producer! Progressive! Brand! Business!
  • 41. !"#$%&(%QUESTIONS?" )*"+),-.,/)0.% 1)*"+),-.,%

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