The modern day approach for going to market has been obsolete. It's time for Marketing Innovation.

1. Introducing TRANSIENT IDENTITI, INC.
“The most important skill set of the New
Marketer is intellectual curiosity”

2. Our Sole Premise
Transient Identiti is a strategic innovation shop
where strategy meets design. The core business
focus is to help clients rethink facets of their go-
to-market approach for connecting products with
desired target audiences from ideation of
execution.
Through our exploratory approach centered
around design thinking, Transient Identiti infuses
innovation across a series of Marketing functions
ranging from communications planning to
customer strategy .
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3. + Introductions
+ Universal Truths
+ Future of Brand Management
+ Imaginative Thinking
+ Innovations in Go-to-Market Approach
+ Disrupting the Consumer Goods Business Model
TOPICS
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4. CONVERSATION Prism
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New era of Brand Management
means that product design and
development has to create
“listening brands.”

5. UNIVERSAL Truths
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Brands mistakingly spend more resources on
consideration and buying phases than on the
Loyalty Loop (enjoying, advocating, and
bonding). New Media has made the loyalty loop
more relevant than ever.

6. UNIVERSAL Truths
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The Dawn of the Social Consumer…

7. CONSUMER Pathway
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In the new era of marketing, the focus must be on the modes that
consumers are in when they interact with and experience the
brand.
TI+ Pfizer Drug Patient Pathway

8. UNIVERSAL Truths
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The Proximity Effectiveness circle influence implies
digital must be at the core from the beginning…

9. + Consumers are developing “commoditized attitudinal
patterns” about brands.
+ Overall mismatch between consumer attitudes towards
brands and the market value of those companies.
+ Lack of creativity and energized differentiation
+ Brands lack vision (ability to change the way people think),
invention (combination of innovation, brand iconography,
packaging design, applied technology, retail experience,
and customer service), dynamism (penetration of popular
culture).
UNIVERSAL Truths
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10. + The most success brands and services are the ones that are
differentiated by the networks they create, and the
relationships they create with users and between users. It has
a lot to do with human behavior and motivation.
UNIVERSAL Truths
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11. WHAT WE KNOW
FUTURE OF BRAND MGMT
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12. WHAT We Know
The Future of Brand Experiences will
become more intangible.
Proliferation of widgets, gadgets, and apps is increasingly
killing the impression based Marketing model.
+ Clients need to completely rethink the “distribution” of
their brand message and their brand experiences.
+ The ecosystem of customer experiences that clients must
navigate is now defined by micro-interactions with the brand.
The future in harnessing media will boil
down to imaginative thinking.
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13. INVISIBLE Pop-up Retailing
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With the limited rerelease of the Airwalk Jim the brand is launching a Pop-Up Shop that is not only
virtual but also invisible. The brand is set to release 300 pairs of the iconic sneaker on November
15th and if you want to get first dibs they have introduced an app for iPhone named GoldRun. You
can use the GoldRun iPhone app to find the store’s virtual location and take a photo of the Jim
when it appears to claim them.

14. VIRTUAL WALL of Inventory
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Adidas fanatics will no longer have to trek to one of the signature Adidas shoe stores to ogle
the latest products. Intel creates a virtual wall that stocks up to 8,000 plus shoes.

15. WHAT We Know
+ Consumers are going to the biggest properties
+ Consumer connectivity and engagement has caused for the
reinvention of the product design and development model
and the go-to-market model.
+ If each touch point has a different influence upon the
consumer and it will be the “effect” that makes the difference
in the end then the conversation about changing behavior
must begin in the beginning.
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16. WHAT We Know
Why Bring Digital Upstream Now?
+ The first is the increasing speed of everything. Product life
cycles and design cycles are getting shorter.
+ The second issue is inter-industry competition. Competition is
coming from unexpected places. Who could have
anticipated that the iPad’s success would put all kinds of
display devices—like electronic photo frames—out of
business?
+ The third trend is disruptions from business models that offer
better customer experiences instead of simply products.
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17. RETHINKING THROUGH TECHNOLOGY
CASE EXAMPLES
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18. RETHINKING The Experience
+ Nike +
+ Nike + iPod embodied convergent thinking by collapsing the
notion of exercising with a discman, calorie counting watch, and
self tracking tools and melded it with the most important product,
shoes.
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19. RETHINKING The Experience
+ Nike + (cont.)
+ Nike + iPod required re-engineering of the central product
element, the shoe itself. First Nike had to assess the “eco-
system.”
+ Next iteration is believed to be GPS integration.
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20. RETHINKING The Experience
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+ Nike + (cont.)
+ Nike + iPod gave birth to a runners community that matches
virtual interaction and physical meet ups with the product as the
central theme where technology was the breakthrough.

21. RETHINKING Complexity
+ Automotive Apps
+ From Dodge to OnStar, automakers have created the ultimately
utility in car apps that will fuel the era of the smart car revolution
where diagnostics goes beyond the dashboard.
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22. RETHINKING Complexity
+ Automotive Apps
+ The app evolution required rethinking the limitation between
intuitive understanding of car care and service department
conversations with the consumer.
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23. RETHINKING Complexity
+ Ford’s Sync Technology
+ Ford’s Sync technology entered the marketplace long before the
hands free mandate by selective states become a legislative
concern.
+ The Technology is to allow the seamless transition between home
and car in terms of computing utility.
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24. RETHINKING Consumer Rewards
+ On-board Driving Monitors
+ Snapshot by Progressive and DriveWise
by Allstate plug in to your car’s on-
board diagnostic port.
+ By evaluating driver behavior,
customers can receive up to 30% in
discounts for save driving.
+ The technology re-writes the basis of a
given auto insurance policy.
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25. RETHINKING Consumer Rewards
+ Bluefly introduces Game Mechanics
+ Shopping site Bluefly partners with Badgeville and adds
badges to make online shopping more like games
+ The more badges shoppers earn, the more they will be
rewarded with early access to products, special deals and
discounts.
+ The technology creates a new value system for shopping.
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26. RETHINKING A New Dimension
+ Dora the Explorer Dora Links™ doll
+ The Dora Links™ doll is meant for girls ages five to ten. Dora
Links™ is a fashion doll that merges online activities with actual
play to stretch little girls’ imaginations with pretend play.
+ Kids can playing fun and exciting Dora computer games. Dora
Links™ allows you to change her eye color, jewelry color and hair
length through the computer.
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27. RETHINKING The Crowd
+ Crowd-sourced Business Model
+ Over a million registered members and adds
more than 20,000 members per month.
+ Company receives an average of 150-200
new designs per day--that's more than a
thousand designs a week.
+ Company selects seven new designs (and
reprints two old designs) each week and sells
the shirts for $15 to $17 each. The winning
designers receive $2,000 in cash and $500 in
store credit for their designs.
+ Company has attracted nearly 150,000
submission from 42,000 aspiring designers-with
more than 80 million votes cast by members to
express their preferences
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28. RETHINKING The Crowd
+ Consumer Customization
+ Nikeid and RYZ Footwear were launched under the notion that the most successful
product sell is the one in which the consumer creates the finished product.
+ Nikeid launch was driven from mobile campaign where customization preferences
were initiated via handset first.
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RYZ Footwear
Nikeid

29. RETHINKING Package Design
+ Activating the product packaging
+ 2D Barcodes to connect consumers via package labeling from
everything to sweepstakes to product tutorials.
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30. RETHINKING Package Design
+ Activation for product information
+ 2D barcoding detailing nutritional facts
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31. RETHINKING The Experience
+ iPad Scannable Boarding Passes
+ Through Delta’s boarding pass selection, you can select to receive an
eboarding pass.
+ The iPad revolutionized this concept by presenting a larger viewable
screen that ensured the success of scanning the ticket. Powered by a 2D
barcode, passengers are checked in.
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32. RETHINKING The Experience
+ Fancy (social shopping platform)
+ Via a bookmarklet, you can flag and import pictures from other websites
into your Fancy profile; download pictures and text into your profile; you
can snap a photo of a favorite product from Fancy’s iPhone app; you can
tag photos (i.e. shoes, furniture) to make them searchable on the site.
+ The social component of Fancy allows you to follow other users whose
product and image collections you like.
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33. INNOVATIONS IN PRODUCT EXPERIENCE
WHY DISRUPT WISDOM?
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34. DISRUPT Your Brand Planning
These “movements” will forever reshape the way brands are
created from the inception because they are driven by
consumer behavior, consumer preference, or consumer
expectations.
+ Digital Intuition
+ The Human Cloud (based on Cloud Computing)
+ Multisensory Brand Experiences
+ Marketing as a Service (Service Design)
+ Customer Managed Relationships
+ CO-Creation Expectation
+ Game Mechanics
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35. DIGITAL Intuition
+ Entering the marketplace are a series of
technologies that in artificial
intelligence like fashion will begin to
make decisions regarding our
preferences for us.
+ My6Sense as a leading indicator of self
profiling.
+ This app works by building up a ‘Digital
Intuition’ about your tastes. Give it your Twitter,
Facebook and Google Buzz accounts, along
with any RSS feeds that you follow, and over
time you’ll discover that My6Sense really is
starting to learn about the kinds content
you’re most interested in.
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36. HUMAN Cloud
+ Everyone forms their own
cloud
+ From Linkedin to FB to Twitter to
personal trainers, there is a
movement to create our own
walled gardens.
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37. MULTISENSORY Experiences
+ Multisensory Brand Experiences
+ Ferrari World in Abu Dhabi, visitors are invited to experience
multisensory immersion into the sights, sounds and smells of
Ferrari's Italian heritage and rides that simulate the G-force of
Formula 1 racing.
+ Nissan plans to launch in-car aromatherapy forest air
conditioning, which will deliver scents that assist in maintaining
alertness and deliver vitamin C to help hydrate human skin.
+ 6-D cinemas include seats that move and fragrance jets that
allow audiences to experience even greater sensory thrills.
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38. MARKETING as a Service
+ Marketing as a Service
+ With Marketing evolving from being “seen” to being “shared” the
new expectation is that Brand Marketing carry some form of utility
within the product offering.
+ Nike Plus Runners community.
+ Call it engagement or service, experience is the basis from what
all “social currency” bears its roots.
+ Service designers must consider the inflection points when
product engagement can affect the overall experience but
cannot be controlled.
+ Service blueprints, touchpoint matrixes, and customer journey
maps are useful tools for breaking down services into sequences.
These maps explore individual roles of producers and customers
while also identifying opportunities for innovation or improvement.
They also prioritize ideas, plan next steps, and maintain a
consistent vision.
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39. CUSTOMER Managed Relationships
+ From CRM to CMR
+ Any Marketing professional will talk about the role of CRM and it’s
ability to move consumer across a brand portfolio and drive
business across the bottomline. Primarily executed in a “push”
Marketing fashion, this framework fast becoming obsolete.
+ Social connectivity means that a brands existence within the
social construct or social fabric of the consumer’s everyday life is
far more pertinent. Exit CRM and enter CMR, customer-managed
relationships.
+ This term witnesses the emergence of platforms that are user
driven where the brand provides tools that allow the consumer to
more effectively make purchase decisions.
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40. CUSTOMER Managed Relationships
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41. CO-Creation Movement
+ Consumers will expect to be brought into the product
development realm in co-creation fashion.
+ Dew Mocracry established a new approach for building a
brand from Brand Identity to Product Launch
+ Through Product Design
+ Through Product Development
+ Through Customer Experience
+ Through in-market Execution
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42. GAME Mechanics
+ Gaming as the Future of Engagement
+ The notion of “chance” or play for fun style participation has
always been a draw for the average consumer. It’s no secret that
many of the most impactful business ideas obtained their origins
from the gaming arena (virtual reality – now augmented reality;
3D animation; multi-player role playing) you name it – any
advanced form of user engagement. The notion of game
mechanics speaks to the need for the melding of participatory
entertainment as part of the business strategy.
+ Consumers more and more will foot note their behaviors through
digital activities that go beyond a mere utility but also offer
excitement and the “chance” for incentives.
+ Implies the community aspect (gamers like to compete and
participate with friends).
+ Allows the brand to come along for the ride with packaged properly.
+ The ability of the user to get “lost” in another world (essentially off the
mainstream, mass media grid).
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43. GAME Mechanics
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+ L’Oreal’s Redkin integrates into Busy Scissors role playing
game utilizing techniques and products from a real salon to
study virtual consumer behaviors.

44. IMAGINE THE FUTURE
BEYOND 1ST
GENERATION
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45. IMAGINE The Future
+ Starbucks Launches MyStarbucksIdea.com (Product
Enhancements)
+ Coffee cup (stopper)
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46. IMAGINE The Future
+ Intuit Launches Collaboration Portal
+ Quickbooks meets StockTwits meets Liquidplanner meets Evernote
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47. IMAGINE The Future
+ Target/Kodak Unveils In-Store Facebook Photo Printing
+ P&G integrates touch screen in-store kiosks where users can
access their CoverGirl accounts and pull up photos of
themselves.
+ User scans code on box against screen. Screen recommends best looks for
that product; user can save preferences to online acct.
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Target – San Francisco

48. IMAGINE The Future
+ Foursquare Checkin Unlocks This Apartment Door, DIY Kits
Coming Soon
+ P&G creates additional level of product “utility” once consumers
check-in at retail.
+ Through package design P&G could allows users to directly opt-in
to one of it’s many communities or loyalty program directly at the
point of sale.
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49. IMAGINE The Future
+ Apple goes multi-touch.
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50. DISRUPTING THE COSMETIC BUSINESS MODEL
OUTSIDE INNOVATION
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51. OUTSIDE Innovation
+ Cosmetics Groups needs to create…
+ An Architecture of Participation
+ Why?
+ Customers Insist on Open Access
+ Customer Revolution characterized by comparative shopping,
demands for customized products, memorable experiences, and
high services levels is challenging all existing business models
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52. CONNECT With Us
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You have to discretely innovate for every one of those consumers on
that economic curve, and if you don’t do that, you’ll fail.”
Robert McDonald

53. CONNECT With Us
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Dynamic customer experiences centered around content,
applications, and communications relevant to the social relationship
being cultivated will be the new sell-through approach.
Transient Identiti, Inc.

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CONNECT With Us
+ Why the name sake? Because we are unconventional.
Because we thrive on the notion of disruption. Because we
are constantly evolving in our thinking. Because we are
always focused on what rarely remains at rest. Because
complacency is another word for traditional.