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Adaptive Brands
The document discusses the evolution of marketing and the need for brands to adapt to the changing digital landscape. It emphasizes the significance of new strategies, such as focusing on consumer insights, embracing technology, and developing personal connections with customers. The text outlines the necessary attributes of adaptive brands, including being productive, principled, and progressive, while prioritizing value creation and contextual relevance.
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Adaptive Brands
- 1. Adaptive Brands:! Delivering Valuein a Shifting World Find us: cri+calmass.com @cri+calmass Jan 31, 2012
- 2. We are amarketing agency creating extraordinary experiences. Evolving with the digital landscape for the past 16 years.
- 3. A FULL SERVICEDIGITAL 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 itMatters How you Deal with It
- 5. MARKETING Your World HasChanged
- 6. MARKETING IS BEINGREINVENTED 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 TOCONNECTED 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
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- 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 THENEW GLOBAL NETWORK TWITTER TRAFFIC FOLLOWING THE JAPAN EARTHQUAKE, MARCH, 2011 Source: Twitter!
- 12. CONSUMERS And Heightened Consumer Expectations
- 13. THERE IS ASEA 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 FLOWAT 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 DECISIONMAKING 15
- 16. MILLENIALS SWICH MEDIA 27 TIMES PER HOUR The customer has become faster, and the window of opportunity for capturing them has become smaller. Source: Time, Inc. & Innerscope Research, 4/1012
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- 18. THE NEW 6P’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 WITHPROGRESSIVE “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. PROGRESSIVE BRANDS Embrace technologyand the opportunity to enhance their position and value to customer’s lives.
- 21. EMBRACE 1:1: THEPERSONAL 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. PERSONAL BRANDS SEEK1:1 Engaging with their consumer, tapping the power of the collective in serving the needs of the individual
- 23. FROM PRODUCT TOPRODUCTIVE I 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. 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 BUILDVALUE With 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. FROM PLACE TOPOINT-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. POINT-TO-POINT BRANDS Seamlessly andsystematically connect the dots as you go through your journey
- 28. FROM PROMOTION TOPRODUCER “Marke8ng is theatre.” Walt Disney Stories Relevance + Emo+on Produc+on Value Par+cipa+on Dissemina+on
- 29. PRODUCER BRANDS Tell greatstories with character, consistency and engagement.
- 30. FROM PRICE TOPRINCIPLED Align to larger missions that are relevant and powerful for the consumer “ People don't buy what you do. “ They buy why you do it. Simon Sinek
- 31. PRINCIPLED BRANDS Stay trueto their mission
- 32. HOW ADAPTIVE ISYOUR BRAND? PRODUCTIVITY of your solution! POINT-TO-POINT context PRODUCER of great stories PRINCIPLES you live by + PROGRESSIVE in attitude PERSONAL in approach 32
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- 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 Tradi8onal Customers
- 36. MARKETING STRATEGY EMBEDDED Embedded Customers
- 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 DISPARATEEFFORTS Customer Brand Business
- 39. TO ALIGNED EFFORTSTHAT SUSTAIN VALUE Customer Brand Business
- 40. AND BAKE INTHE CORE ATTRIBUTES Customer Personal! Productive! Principled! Point-to-Point! Producer! Progressive! Brand Business
- 41. Find us: QUESTIONS? cri+calmass.com @cri+calmass
Editor's Notes
- #20 Progressive brands embrace technology with passion to fuel innovation and opportunityThey deepen engagement with their customerThey extend products with technology servicesThey reduce cycle time through new work processesThey remake their industry with new technology-enabled business modelsThey socialize their brand and actively seek collaboration with employees, customers, and partners to drive business socially
- #21 From useful and usable to desirable, sustainable and personalTargeting 1:1 with the specific needs of the target customer in mindUse product or service customization to extend and differentiateEnabled with content, stories, functionality, and a sustaining relationshipEmbodied in social channels that truly tap the knowledge of the collective to support the needs of the individual
- #22 From useful and usable to desirable, sustainable and personalTargeting 1:1 with the specific needs of the target customer in mindUse product or service customization to extend and differentiateEnabled with content, stories, functionality, and a sustaining relationshipEmbodied in social channels that truly tap the knowledge of the collective to support the needs of the individual
- #23 From useful and usable to desirable, sustainable and personalTargeting 1:1 with the specific needs of the target customer in mindUse product or service customization to extend and differentiateEnabled with content, stories, functionality, and a sustaining relationshipEmbodied in social channels that truly tap the knowledge of the collective to support the needs of the individual
- #24 Continually cater to the next most likely need of their consumerCreate experiences in a meaningful and useful wayAllows the Consumer to imagine themselves as part of the storyA total product experience extends well beyond the original transactionRespect that time with their consumer is the most valuable resource Shift from marketing and ‘customer service’ to facilitation and serving
- #29 Products are the foundation of stories, but the uses and situational relevance bring them to lifeTell their story across fluid consumer touch points Layer the story with context to the channel and situationDesign stories for dissemination and participation
- #30 Products are the foundation of stories, but the uses and situational relevance bring them to lifeTell their story across fluid consumer touch points Layer the story with context to the channel and situationDesign stories for dissemination and participationRedbull – Depth of content is unmatched and tightly focused on engaging their customerWhole Foods – Curating content for