The document discusses the evolution of brands providing intelligent experiences for consumers. It notes how early products lacked intelligence and brands then turned to emotional appeals. More recently, some brands have created unique experiences, but the next step is truly intelligent brand experiences. This is exemplified by miCoach, which asks about a user's goals, creates personalized plans, and provides real-time coaching both during and after a run based on performance data. The document argues this approach represents an evolution for brands towards products, experiences, services and platforms based on real intelligence.

1. Experience Intelligence
Even if you’re running in a chicken suit.
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3. Intelligence at every
interaction
Strategy Technology Design Results
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5. In the beginning…
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6. …there were products
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7. Clean…
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8. Eat…
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9. Drink…
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10. How could a consumer choose?
Intelligently?
A vs. B
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11. Maybe a smarter product could
help the consumer make an
intelligent decision?
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12. Razor
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13. Razor
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14. Razor… still
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15. The product seems more
intelligent.
But is the consumer any smarter?
blade + blade + blade = razor
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16. What if you appealed to the
consumer on an emotional level?
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18. Sure, it works!
But for how long and how much?
months years $
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19. Some brands have created
unique experiences
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22. jet ro sex u al
• • • •
- noun
1. A person that loves to
fly about on Virgin Airlines
to various exotic locations
where they indulge themselves
in orgies of shopping for deals
on the latest fashions.
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23. Copyright © 2009 Molecular, Inc. | www.molecular.com | Linked by Isobar
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28. What is the next step in
this evolution?
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29. A truly intelligent brand experience
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32. miCoach asks you what your goals
are, it doesn’t set them for you
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34. miCoach embraces your reality and
creates a plan of action that will fit
your life
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36. miCoach starts coaching before
you start running
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38. miCoach knows that you need
more than a catchy song. It gives
you real-time coaching based on
real-time performance.
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41. miCoach doesn’t stop coaching
when you stop running.
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44. This is more than a campaign.
It’s a brand evolution based on
real intelligence.
product experience service platform
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50. Thank You
The material contained in this document is proprietary and confidential to Molecular. Copies are made available on the basis that use is limited to the sole purpose of evaluating the Molecular services. It is
not permissible to use, modify, copy or disclose any information contained herein for any other purpose without the express written permission of Molecular. If you are not the intended recipient of this
material you are requested to take immediate steps to destroy it.
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