Presentation was developed for NYU Advertising and Marketing bootcamp Spring 2010 held for graduate students.

1. “The most important skill set of the New
Marketer is intellectual curiosity”
The Innovations that are Reshaping Marketing
and the Paradigms that must die

2. RETHINKING THE MARKETING MODEL
WHY INNOVATE?
Why
Innovate
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3. THINK Innovation
THE RE-EMERGENCE OF THE MINORITY REPORT
Why
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4. HOW You Must Think
The Future of Media will be intangible.
+ Brands must completely rethink the “distribution” of
their brand message
Proliferation of widgets, gadgets, and apps is increasingly
killing the impression based Marketing model.
+ The ecosystem of customer experiences that is now defined by
micro-interactions with the brand.
The future in harnessing media will boil
down to imaginative thinking.
Why
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5. HOW You Must Think
+ Consumers are going to the biggest properties
+ Consumer connectivity and engagement has caused for the
reinvention of the agency model, the Marketing model, and
the structure of Marketing teams.
+ The marketing strategy must be about changing behavior;
noting that each touch point has a different influence upon the
consumer and it will be the “effect” that makes the difference
in the end.
+ In the new era of marketing, the focus must be on the modes
that consumers are in when they interact with and experience
messages
Why
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6. WHAT We Think About
Visit our blog where strategymeetsdesign.posterous.com
+ Marketing INNOVATION
+ Creating Social Currency + SOCIETAL SHIFTS
+ Mobile-Social Strategy
+ DESIGN AS STRATEGY
+ Reinventing the Marketing Department
+ The Female Economy
+ Game Mechanics is the New Marketing
Why
Innovate
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7. Marke&ng
Paradigms
that
Must
Die

8. EMERGING Paradigms
+ What has been absent from the advertising industry is the focus on a
business strategy approach towards solving Marketing Challenges
instead of a mere advertising approach.
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9. EMERGING Paradigms
REDEFINING THE MARKETING DEPARTMENT
+ From structuring departments around production to
structuring around customer segments.
+ Enter the Chief Customer Officer (CCO)
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10. EMERGING Paradigms
THE FEMALE ECONOMY
+ “The Momocracy”
+ They control about $20 trillion in annual
consumer spending, and that figure could
climb as high as $28 trillion in the next five
years.
+ Their $13 trillion in total yearly earnings could
reach $18 trillion in the same period.
+ Women represent the world’s largest
opportunity; just compare them against China
and India’s GDP
Why
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11. EMERGING Paradigms
THE NETWORK OF YOU
+ Driven by what Ad Age calls the “predictive context
device.”
+ This device will aggregate your location, your preferences,
your “life stream” of activities, your social network (in an
almost artificial intelligence like fashion)
+ We move from the “mobile network” to a network philosophy
centered around you
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12. EMERGING Paradigms
COMPLEX SYNTHESIS OF CONSUMER CONSUMPTION
+ The Myth behind the single emotional trigger.
+ The automotive purchase funnel for example
+ Characterized by a series of inflection points that ranges from
conversations within your personal social network, to vehicle
reviews, to exposure to glossy ads, to window shopping on
dealer lots, to assessing the "social currency" in owning that
brand.
+ Marketing is to be executed according to the modes,
mindsets, attitudes, and beliefs of the consumer; not channels
to distribute messages.
Why
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13. EMERGING Paradigms
DESIGN AS STRATEGY
+ Re-invigorating a Brand
+ Creating New Franchises
+ Creating Brand Extensions
+ Expanding Business Models
Why
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14. The
Innova&ons
Redefining
Marke&ng

15. THINK Innovation
+ CMOs now view innovation and strategy
as the top factors in hiring a marketing
agency.
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16. THINK Innovation
Find Your 10 Faces of Innovation
+ Anthropologist
+ Experimenter
+ Cross-Pollinator Ten
Rules
for
Strategic
Innovators:
+ Hurdler From
Idea
to
Execu&on
+ Collaborator
+ Director
+ Experience Architect
+ Set Designer
The
Art
of
Innova&on:
+ Storyteller Lessons
in
Crea&vity
from
IDEO
+ Caregiver
Why
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Paradigms
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17. THINK Innovation
MARKETING BY WAY OF MOMENTUM
+ How companies become
unstoppable market forces “
+ How the notion that goods are
never finished" fosters a corporate
mantra of never getting
complacent; never embellishing
ones success; never discounting
the next marketplace "disruptor."
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18. THINK Innovation
GENERATIVE LEADERSHIP
+ “Create the capacity to see new
perspectives”
+ Moving beyond the biases and
limitations of leaderships mental maps.
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19. THINK Innovation
GAME MECHANICS IS THE NEW MARKETING
+ The notion of game mechanics speaks to the need for
the melding of participatory entertainment as part of
the business strategy.
+ Game mechanics also implies the community aspect
(gamers like to compete and participate with friends).
+ Game mechanics allows the brand to come along for
the ride with packaged properly.
+ Game mechanics allows the ability of the user to get
“lost” in another world (essentially off the mainstream,
mass media grid) unaware that they are being
marketed to.
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20. THINK Innovation
DESIGN TEACHES STRATEGY
+ Hybrid Design
+ The very idea of extracting the principles from one field of play
to leverage across another; two schools of thought converging.
With adaptability now being paramount as a part of any
business strategy, much of that hinges on the ability to visualize
different possibilities and outcomes but looking at how
unrelated industries or categories.
+ Lo-Fi Design
+ Prototyping and an iterative process
+ Visual Storytelling
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21. THINK Innovation
VIRAL EXPANSION LOOPS
+ Defined the success of Hotmail, Google, Craigslist, Ebay,
Amazon.com, Paypal, LinkedIn, Flickr, the list goes on.
+ They all incorporate "virality" into the functionality of
their core existence.
+ They are self replicating.
Why
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22. THINK Innovation
INTERACTIVE ADVERTISING
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23. THINK Innovation
TRANSMEDIA APPROACH
Clips With two-minute summaries of every episode, plus season walk-throughs, featured clips, and video dossiers on each character, there's no excuse for falling behind.
Behind the Scenes These mini documentaries introduce the composers, set designers, stunt coordinator, et al.
Global News Interactive Mock news reports provide clues to the show's mysteries.
Two-Screen Episodes While you watch the television broadcast, follow a barrage of polls, quizzes, and other real-time pop-ups on the Web site.
Video Commentary Within 24 hours of an episode's TV broadcast, NBC posts a Web version with video commentary from writers, producers, and cast members.
Fan-Generated Content
Wiki Open-source explanations to all things Heroes. Did you know that the license-plate number of Hiro's father (played by George Takei from the original Star Trek) is NCC-1701, the same
as the registration number of the Starship Enterprise?
Fan Site Named "Ninth Wonders," after Isaac's comic book on the show, the Heroes fan site lets obsessed fans post short videos describing their theories, upload their own Heroes artwork,
and exchange messages with the cast and crew.
For Gaming Systems NBC signed a deal with Ubisoft last summer for a superhero title for PCs and game consoles. In stores by the end of the year.
Online Play In Suresh's Loft, you wander the rooms looking for clues. In Claire's Game, you navigate a fiery train wreck to save a dying man. Isaac's Loft is a 360-degree interactive room;
clicking on paintings reveals key plot points on the show.
Online Comics
Interactive Novel A full-length Web-only graphic novel about secondary characters includes a Flash-animated version.
Weekly Comics After each new TV episode airs, nbc.com/heroes [1] adds an online comic-book chapter that provides back-story and fills gaps in that week's plot. Sponsored by Nissan.
Mobile Game Designed by Gameloft, Heroes: The Official Mobile Game has 11 levels you can download to your phone. The goal is to save the world, of course, but it also helps obsessed
fans unlock spoilers.
Text Updates If you text Hana's name to the number on her blog, she replies with clues that lead to other Heroes Web sites. Viewers who "apply" for jobs at Primatech Paper receive texts
regarding "next steps" from a company rep.
Trivia Contest You know Hiro is lying when he talks about: a) thin sumo wrestlers, b) angry samurais, or c) ancient swords. Fans earn the chance to win $1,000 each week by completing
weekly quizzes (either online or via text message). Also sponsored by Sprint.
Create Your Hero Sponsored by Sprint, this application lets fans create their own Heroes characters and compete to have them featured in an online comic.
Novel Charlie, the Texas waitress with the Kodak memory, appeared in only two episodes, but she left a major imprint on Hiro, who failed to save her life. A novel called Saving Charlie
delivers "the untold story of Hiro and Charlie."
Graphic Novel Wildstorm, a DC Comics subsidiary, compiled the first 34 weekly online comics into a $29.99 hard-cover graphic novel (Heroes, Volume One). After two months, it was in its
second printing.
Magazine The bimonthly Heroes: The Official Magazine sells for $6.99 and features cast interviews, quizzes, foldout posters -- and plenty of advertising.
Alternate Reality
Blogs and MySpace Characters Hana and Hiro maintain blogs, while three others have official MySpace pages. Claire, a cheerleader, has more than 11,000 MySpace friends.
Vote Petrelli A bogus congressional campaign site for the character Nathan Petrelli, VotePetrelli.com [2], includes downloadable posters and other propaganda.
Corinthian Casino & Hotel The Web site for the show's Vegas casino (corinthianlasve-gas.com [3]) gives such straight descriptions that you might be fooled into booking a room -- until Hana
hacks in with one of her secret messages (e.g., "I have something to show you").
Primatech Paper On the show, Mr. Bennett's company may be a front for a covert organization, but the illusion of legitimacy extends to the Web site primatechpaper.com [4] and a real
phone number viewers can call to apply for a job.
Corporate Spying When Cisco Systems wanted to promote its new Web-based video surveillance, it sponsored a site that enabled visitors to spy inside the fictional Primatech Paper facility
using a mock Cisco security-cam interface.
Yamagato Fellowship This site (yamagatofellowship.org [5]) tells the tales of historical heroes, with a five-part documentary devoted to Takezo Kensei, a mythological samurai whose sword
Hiro tries to steal on the show.
Activating Evolution Dr. Suresh's novel about genetic mutation is the bible of freakishness on the show. A fake PR site for the book (activatingevolution.org [6]) allows you to read an
excerpt, participate in a dream study, and listen to interviews with geneticists.
Why
Innovate
Emerging
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Paradigms
Innova6on

24. THINK Innovation
FUTURE OF MEDIA
+ The Future Of Media Round Table by The Editor
+ The Future of Media Issue Is Coming! by Staff Writers
+ Data by Esther Dyson
+ The Future Of Media: FCC Chairman Kevin Martin Vs. Time Inc.'s John Huey by The Editor
+ Fast Forward: The Future by Joe Mandese
+ Journalism by Patrice Adcroft
+ The Future Of Media: The Internet by Joe Mandese
+ The Future Of Media: India by Vinita Bharadwaj
+ Radio by Celia Farber
+ Magazines by Jack Wright
+ When paper isn't by Boonsri Dickinson
+ TV by Robert Keating
+ Out-of-Home by Jonathan Blum
+ Questions for FCC Chairman Kevin J. Martin by David Goetzl
+ The Future Of Media: MIT Media Lab by James Greer
+ Africa by Gwen Lister
+ The Future Of Media: Celebrity Journalism by Bonnie Fuller
+ The Ultimate Search Engine by Liza Lentini
+ Mobile by Steve Smith
+ Newspapers by Liza Lentini
+ Books by Jason Stahl
+ The rest of the story by Karen Holt
+ The Future Of Media: An Interview With A Robot by Joe Mandese
+ Bio Chips by Boonsri Dickinson
+ Copyright Law by Lance Koonce
+ China by Rebecca A. Fannin
+ 20 Things You Didn't Know About the History of Media by Liza Lentini
+ Imagination by Rishad Tobaccowala
+ The Future Of Media: Paper by J Mitchell McMahon
+ Money by Richard Morgan
+ Spectrum by Steve Smith
+ Leadership by Dr. Dana Ardi
+ We've Been Here Before by Stephen L. Sass
+ The Future Of Media: Interview With Robert Gaulin by Jason Stahl
+ The Future Of Media: Interview With Berkerey Noyes' Chris Shannon by Jason Stahl
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Paradigms
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25. THINK Innovation
OTHER TRENDS REDEFINING MARKETING
+ Time as the most precious resource
+ Virtual-anthropology
+ Digital Lifestyle
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26. Thank
You

27. 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.
Transient Identiti Profile (linkedin.com/in/transientidentiti)
Identiti+Lab
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Paradigms
Innova6on

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