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The Connected Brand
The document outlines strategies for brands to thrive in a multi-modal, hyper-connected world by adapting to new consumer behaviors and expectations. It emphasizes creating adaptive experiences, delivering hyper-personalized content, and fostering consumer participation to build brand value. The presentation encourages brands to move beyond traditional methods and embrace innovative approaches to connect with their audience.
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The Connected Brand
- 1. How Brands CanCreate Value in Our New Multi-Modal World! PRESENTATION BY CRITICAL MASS January 23rd, 2013 © 2013 Critical Mass, Inc. All Rights Reserved 1
- 2. Gone are thedays 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. We are livingin a multi-modal world! ! © 2013 Critical Mass, Inc. All Rights Reserved 3
- 4. Threat ! or ! ! Opportunity?! © 2013 Critical Mass, Inc. All Rights Reserved 4
- 5. Opportunity ! © 2013 Critical Mass, Inc. All Rights Reserved 5
- 6. © 2013 CriticalMass, Inc. All Rights Reserved 6
- 7. And as consumersand technology continue to evolve, so shall the opportunity for brands! © 2013 Critical Mass, Inc. All Rights Reserved 7
- 8. © 2013 CriticalMass, Inc. All Rights Reserved 8
- 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. First things first,! they don’t think “screen”! © 2013 Critical Mass, Inc. All Rights Reserved 10
- 11. CONNECTED BRAND! RULE ! CREATE ADAPTIVE “EVERYWHERE” 1! ! EXPERIENCES! © 2013 Critical Mass, Inc. All Rights Reserved 11
- 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. CONNECTED BRAND! RULE ! DELIVER LINKED AND SYNCED 2! ! EXPERIENCE! © 2013 Critical Mass, Inc. All Rights Reserved 13
- 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. CONNECTED BRAND! RULE ! THE CONSUMER IS! 3! ! NOW THE CONTENT ! © 2013 Critical Mass, Inc. All Rights Reserved 15
- 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. CONNECTED BRAND! RULE ! INVITE 4! ! PARTICIPATION! © 2013 Critical Mass, Inc. All Rights Reserved 17
- 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. CONNECTED BRAND! RULE ! GENERATE NEW 5! ! “LIFE” VALUE! © 2013 Critical Mass, Inc. All Rights Reserved 19
- 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. Moving forward:! Re-invent! Experiment! Become a connected brand.! © 2013 Critical Mass, Inc. All Rights Reserved 21
- 22. @CriticalMass © 2013 CriticalMass, Inc. All Rights Reserved 22