How Brands Can Create Value                                                  in Our New Multi-Modal World!                ...
Gone are the days of                     “singularity”!                                                  We are living in ...
We are living in                                                  a multi-modal                                           ...
Threat !                                                   or ! !                                                    	    ...
Opportunity !                            	© 2013 Critical Mass, Inc. All Rights Reserved   5
© 2013 Critical Mass, Inc. All Rights Reserved   6
And as consumers and                                       technology continue to                                       ev...
© 2013 Critical Mass, Inc. All Rights Reserved   8
The connected brand !   thrives in this new !   multi-modal world but   plays with a new !   set of rules!   !© 2013 Criti...
First things first,!                                  they don’t think “screen”!© 2013 Critical Mass, Inc. All Rights Reser...
CONNECTED BRAND!    RULE !                                        CREATE ADAPTIVE                                         ...
CONNECTED BRAND!    RULE !              1!  !                               If content is king, !                         ...
CONNECTED BRAND!    RULE !                                        DELIVER LINKED                                          ...
CONNECTED BRAND!    RULE !              2!  !                               2+2=5!                                        ...
CONNECTED BRAND!    RULE !                                        THE CONSUMER IS!              3!  !                     ...
CONNECTED BRAND!    RULE !              3!  !                                                  “I” am the hero !          ...
CONNECTED BRAND!    RULE !                                        INVITE              4!  !                               ...
CONNECTED BRAND!    RULE !              4!  !                               Tuned in !                                    ...
CONNECTED BRAND!    RULE !                                        GENERATE NEW              5!  !                         ...
CONNECTED BRAND!    RULE !              5!  !                               Solve problems,                               ...
Moving forward:!Re-invent!     	Experiment!Become aconnected brand.! © 2013 Critical Mass, Inc. All Rights Reserved   21
@CriticalMass© 2013 Critical Mass, Inc. All Rights Reserved                    22
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The Connected Brand

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From the Yahoo! Canada Provoke Speaker Series at FFWD AdWeek 2013

Advertising Across Screens

Smartphones and tablets have changed everything. Instead of an uneven ebb and flow of internet connectivity throughout the day, consumers now carry their connection with them. Smart devices have closed the gaps in connectivity, creating a seamless, ever-present, ever-changing experience. How should your brand adapt to this shift?

Join Yahoo! Canada and learn from industry leaders, doers, and re-engineers of the web on how to take advantage of the marketing opportunities created by smartphones, tablets and television.

Featuring a thought-provoking keynote presentation by Anthony D. Williams, consultant, researcher, and co-author of Wikinomics and Macrowikinomics which will be followed by a panel of industry leaders moderated by Jeff Beer from Canadian Business.

Panelists:
Robin Hassan, VP, Digital & COE Lead for Social and Mobile, Starcom MediaVest Group
Matt DiPaola, Senior Vice President & General Manager, Critical Mass
Eli Singer, Founder and President, Entrinsic

Detailed White Paper to follow...

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The Connected Brand

  1. 1. How Brands Can Create Value in Our New Multi-Modal World! PRESENTATION BY CRITICAL MASS January 23rd, 2013© 2013 Critical Mass, Inc. All Rights Reserved 1
  2. 2. Gone are the days of “singularity”! We are living in a multi-screen, hyper-connected world where fluid and amplified brand experiences are the new normal.© 2013 Critical Mass, Inc. All Rights Reserved 2
  3. 3. We are living in a multi-modal world! !© 2013 Critical Mass, Inc. All Rights Reserved 3
  4. 4. Threat ! or ! ! Opportunity?! © 2013 Critical Mass, Inc. All Rights Reserved 4
  5. 5. Opportunity ! © 2013 Critical Mass, Inc. All Rights Reserved 5
  6. 6. © 2013 Critical Mass, Inc. All Rights Reserved 6
  7. 7. And as consumers and technology continue to evolve, so shall the opportunity for brands!© 2013 Critical Mass, Inc. All Rights Reserved 7
  8. 8. © 2013 Critical Mass, Inc. All Rights Reserved 8
  9. 9. The connected brand ! thrives in this new ! multi-modal world but plays with a new ! set of rules! !© 2013 Critical Mass, Inc. All Rights Reserved 9
  10. 10. First things first,! they don’t think “screen”!© 2013 Critical Mass, Inc. All Rights Reserved 10
  11. 11. CONNECTED BRAND! RULE ! CREATE ADAPTIVE “EVERYWHERE” 1! ! EXPERIENCES!© 2013 Critical Mass, Inc. All Rights Reserved 11
  12. 12. CONNECTED BRAND! RULE ! 1! ! If content is king, ! then context is queen ! Deliver optimized “in-the-now-where-I-am” experiences.© 2013 Critical Mass, Inc. All Rights Reserved 12
  13. 13. CONNECTED BRAND! RULE ! DELIVER LINKED AND SYNCED 2! ! EXPERIENCE!© 2013 Critical Mass, Inc. All Rights Reserved 13
  14. 14. CONNECTED BRAND! RULE ! 2! ! 2+2=5! Create experiences that are better when consumed together.© 2013 Critical Mass, Inc. All Rights Reserved 14
  15. 15. CONNECTED BRAND! RULE ! THE CONSUMER IS! 3! ! NOW THE CONTENT !© 2013 Critical Mass, Inc. All Rights Reserved 15
  16. 16. CONNECTED BRAND! RULE ! 3! ! “I” am the hero ! Integrate consumers and their data to deliver hyper-personal experiences that forge connections versus interactions.© 2013 Critical Mass, Inc. All Rights Reserved 16
  17. 17. CONNECTED BRAND! RULE ! INVITE 4! ! PARTICIPATION!© 2013 Critical Mass, Inc. All Rights Reserved 17
  18. 18. CONNECTED BRAND! RULE ! 4! ! Tuned in ! and turned on ! Consumers will get more value out of experiences that they can take part in… but, experiences also need to deliver value if consumers don’t.© 2013 Critical Mass, Inc. All Rights Reserved 18
  19. 19. CONNECTED BRAND! RULE ! GENERATE NEW 5! ! “LIFE” VALUE!© 2013 Critical Mass, Inc. All Rights Reserved 19
  20. 20. CONNECTED BRAND! RULE ! 5! ! Solve problems, deliver solutions! Move beyond what you want to say, create an indispensable experience.© 2013 Critical Mass, Inc. All Rights Reserved 20
  21. 21. Moving forward:!Re-invent! Experiment!Become aconnected brand.! © 2013 Critical Mass, Inc. All Rights Reserved 21
  22. 22. @CriticalMass© 2013 Critical Mass, Inc. All Rights Reserved 22
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