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

1. Adaptive Brands:!
Delivering Value in a Shifting World"
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Jan 31, 2012!

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

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

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

5. MARKETING
Your World Has Changed

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

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

8. TECHNOLOGY
Driven by Technology

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

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

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

12. CONSUMERS
And Heightened Consumer
Expectations

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

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

15. USE NON-LINEAR DECISION MAKING"
15!

16. MILLENIALS"
SWICH MEDIA"
27
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"
TIMES PER HOUR"
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17. BRANDS
Brands Must Change

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

19. LETS START WITH PROGRESSIVE"
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20. PROGRESSIVE BRANDS"
Embrace technology and the opportunity to enhance their position and value to
customer’s lives."

21. EMBRACE 1:1: THE PERSONAL BRAND"
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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"
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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"
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26. FROM PLACE TO POINT-TO-POINT"
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27. POINT-TO-POINT BRANDS"
Seamlessly and systematically connect the dots as you go through your journey"

28. FROM PROMOTION TO PRODUCER"
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29. PRODUCER BRANDS"
Tell great stories with character, consistency and engagement. !

30. FROM PRICE TO PRINCIPLED"
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“ People don't buy what you do. " “
They buy why you do it."
Simon Sinek"

31. PRINCIPLED BRANDS"
Stay true to their mission!

32. HOW ADAPTIVE IS YOUR BRAND?"
PRODUCTIVITY of your solution!
POINT-TO-POINT context"
PRODUCER of great stories"
PRINCIPLES you live by"
+"
PROGRESSIVE in attitude "
PERSONAL in approach"
"
32!

33. ALIGNMENT
Aligning to Serve

34. 01!
Start With Customer Insight!
Innovation based on customer needs and
frustrations.!
ADAPTIVE BRANDS"
!
02!
CREATE NEW VALUE" Look For The Win / Win!
" Align to create tools and experiences that
help consumers through their lifecycle.!
AND FOSTER MORE" !
CONTEXTUAL" 03!
Don’t Let Another Brand Steal
CONNECTIONS" The Show!
Treat adaptive extensions like products –
invest to evolve and differentiate them. !

35. MARKETING STRATEGY"
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36. MARKETING STRATEGY EMBEDDED"
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37. !
01!
Build Anytime, Anywhere Value "
Your Consumer Cannot Live
Without!
!
02!
" Be Where Your Consumer Is with "
Contextual Relevance!
BRAND BUILDING" !
" 03!
Continuously Innovate With
FROM ‘SERVICE’" Research to Stay Ahead of
TO SERVING"
Customer & Competitive Demands!
!
04!
Bring the Brand Promise to Life in "
Emotion and Value!
!
05!
Align to Demonstrate Adaptability
of your Brand to your target!
!

38. SHIFT FROM DISPARATE EFFORTS"
Customer!
Brand! Business!

39. TO ALIGNED EFFORTS THAT SUSTAIN VALUE"
Customer!
Brand! Business!

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

41. !"#$%&'(%
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