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Adaptive Brands

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Presentation at iStrategy London. A new framework to replace the traditional 4Ps of Marketing. A terrific guideline for brands who are looking to be more adaptive to the changing landscape of consumer behavior and technology.

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Adaptive Brands

  1. 1. Adaptive Brands:!Delivering Value in a Shifting World Find  us:   cri+calmass.com   @cri+calmass   Jan 31, 2012
  2. 2. We are a marketing agency creating extraordinary experiences.Evolving with the digital landscape for the past 16 years.
  3. 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. 4. AGENDAWhat’s ChangedWhy it MattersHow you Deal with It
  5. 5. MARKETINGYour World Has Changed
  6. 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. 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. 8. TECHNOLOGYDriven by Technology
  9. 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. 10. TABLET SHIPMENTS FORECAST TO SURPASS 400M BY 2017Estimate 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. 11. SOCIAL IS THE NEW GLOBAL NETWORK TWITTER TRAFFIC FOLLOWING THE JAPAN EARTHQUAKE, MARCH, 2011 Source: Twitter!
  12. 12. CONSUMERSAnd Heightened Consumer Expectations
  13. 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. 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. 15. USE NON-LINEAR DECISION MAKING 15
  16. 16. MILLENIALS SWICH MEDIA 27 TIMES PER HOURThe  customer  has  become  faster,  and  the  window  of  opportunity  for  capturing  them  has  become  smaller.   Source:  Time,  Inc.  &  Innerscope  Research,  4/1012  
  17. 17. BRANDSBrands Must Change
  18. 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. 19. LETS START WITH PROGRESSIVE“There  is  at  least  one  point  in  the  history  of  any  company  when  you  have  to  change  drama8cally  to  rise  to  the  next  level  of  performance.    Miss  that  moment  and  you  start  to  decline.”     Andy  Grove,  intel     Innova+on  through  technology     Systems  plus  campaigns   Live  in  beta   Think  disrup+on   Embrace  social  business  design  
  20. 20. PROGRESSIVE BRANDSEmbrace technology and the opportunity to enhance their position and value tocustomer’s lives.
  21. 21. EMBRACE 1:1: THE PERSONAL BRAND“We  don’t  build  services  to  make  money,  we  make  money  to  build  beDer  services”     Mark  Zuckerberg,  Facebook     Relevant,  specific  needs   Customiza+on   Rela+onships  over  transac+ons   Foster  conversa+ons  
  22. 22. PERSONAL BRANDS SEEK 1:1Engaging with their consumer, tapping the power of the collective in servingthe needs of the individual
  23. 23. FROM PRODUCT TO PRODUCTIVEI  love  people  coun8ng  on  me,  and  so,  you  know,  today  it’s  so  easy  to  be  mo8vated,  because  we  have  millions  of  customers  coun8ng  on  us  at  Amazon.com.  That’s  fun.   Jeff  Bezos,  Amazon     Think  next  most  likely  need   Meaningful  and  useful   Beyond  the  original  transac+on   Respect  +me  with  the  customer     Facilita+on  and  serving  
  24. 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. 25. PRODUCTIVE BRANDS BUILD VALUEWith sustaining ecosystems that extend well beyond the product or transaction Connected  Devices   Product  Selec+on   iTunes   Kindle  /  On  Demand   Developer  Tools   Merchant  Network   iCloud   Streaming  Services   Retail  Stores   Cloud  Services   Universal  Profile   Payment  Services  
  26. 26. FROM PLACE TO POINT-TO-POINT“Consumers  are  sta8s8cs.    Customers  are  people”   Stanley  Marcus     Think  outside-­‐in   Customer  mindset,  not  business  structure   Connect  the  dots   Context  maWers  most   Foster  ins+tu+onal  memory   Serve  the  journey,  not  just  the  transac+on  
  27. 27. POINT-TO-POINT BRANDSSeamlessly and systematically connect the dots as you go through your journey
  28. 28. FROM PROMOTION TO PRODUCER “Marke8ng  is  theatre.”                                                                                    Walt  Disney     Stories   Relevance  +  Emo+on   Produc+on  Value   Par+cipa+on   Dissemina+on  
  29. 29. PRODUCER BRANDSTell great stories with character, consistency and engagement.
  30. 30. FROM PRICE TO PRINCIPLEDAlign  to  larger  missions  that  are  relevant  and  powerful  for  the  consumer   “ People dont buy what you do. “ They buy why you do it. Simon Sinek
  31. 31. PRINCIPLED BRANDSStay true to their mission
  32. 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. 33. ALIGNMENTAligning to Serve
  34. 34. 01 Start With Customer Insight! Innovation based on customer needs and frustrations. ADAPTIVE BRANDS 02CREATE 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. 35. MARKETING STRATEGYTradi8onal   Customers  
  36. 36. MARKETING STRATEGY EMBEDDEDEmbedded   Customers  
  37. 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. 38. SHIFT FROM DISPARATE EFFORTS Customer Brand Business
  39. 39. TO ALIGNED EFFORTS THAT SUSTAIN VALUE Customer Brand Business
  40. 40. AND BAKE IN THE CORE ATTRIBUTES Customer Personal! Productive! Principled! Point-to-Point! Producer! Progressive! Brand Business
  41. 41. Find  us:  QUESTIONS? cri+calmass.com   @cri+calmass  

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