Critical Mass 'Adaptive Brands

Jan 31, 2012!

Adaptive Brands: !Delivering Value in a Shifting World"

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We are a marketing agency creating extraordinary experiences."

Evolving with the digital landscape for the past 16 years."

A! STRATEGY!

C! SOCIAL!

E! TECHNOLOGY!

G! MARKETING SCIENCE!

B! EXPERIENCE DESIGN!

D! MOBILE!

F! MEDIA & MARKETING!

H! PROGRAM MANAGEMENT!

A FULL SERVICE DIGITAL AGENCY"

AGENDA What’s Changed Why it Matters How you Deal with It

Your World Has Changed

MARKETING

1! CHANNEL EXPLOSION!

2! EVERYTHING IS DIGITIZED!

3! HIGHER ACCOUNTABILITY!

4! TOO MANY COMPETING"INITIATIVES REQUIRE"DEEPER PRIORITIZATION!

5! MEASUREMENT COMES !TO THE FOREFRONT!

6! HALF LIFE OF AN IDEA IS !MEASURED IN WEEKS!

7! SYSTEMS THINKING"BECOMES AS IMPORTANT !AS CAMPAIGN CREATIVITY!

MARKETING IS BEING REINVENTED"

Mass Media"

Single Target +!Defined Templates"

‘Breakthrough’"

1"

2"

3"

Fragmented Media"

Multiple Contexts +!No Template"

‘Stand Out + Fit In’"

1"

2"

3"

Masters of!Messaging"

Masters of!Context"

ANALOG% CONNECTED%

FROM ANALOG TO CONNECTED AGE"

Driven by Technology

TECHNOLOGY

MOBILE SURPASSES DESKTOP"

GLOBAL MWEB GROWTH – MOBILE OVERTAKES DESKTOP IN ~2014!

Global Movile vs. Desktop Internet User Projection, 2007-2015E!

2,000!

1,600!

1,200!

800!

400!

!2007 2009 2011E 2013E 2015E !

INT

ER

NE

T U

SE

RS

(MM

)!

Mobile!Internet Users!

Desktop !Internet Users!

TODAY!

Source: NPD DisplaySearch, 5/2012!

TABLET SHIPMENTS FORECAST "TO SURPASS 400M BY 2017"Estimate is that tablets surpass notebooks in 2016!

0!

100!

200!

300!

400!

500!

2010! 2011! 2012! 2013! 2014! 2015! 2016! 2017!

Global Tablet Shipments (millions)!

SOCIAL IS THE NEW GLOBAL NETWORK"

Source: Twitter!

TWITTER TRAFFIC FOLLOWING THE JAPAN EARTHQUAKE, MARCH, 2011 !

And Heightened Consumer Expectations

CONSUMERS

THERE IS A SEA CHANGE UNDERWAY"

13!

TO"""ACTIVE"AD HOC"PLATFORMS"LEAN FORWARD"ACTIVE ASSISTANCE"HIGHLY CONTEXTUAL"FLUID"""

FROM"""PASSIVE"PLANNED"CAMPAIGNS"SIT BACK"INTERRUPTIONS"JUST INTEGRATED"SEQUENCED"

!

FLUID CONSUMERS !

"

EBB AND FLOW AT THEIR LEISURE""SEEK THEIR OWN LEVEL""FOLLOW THE PATH OF LEAST RESISTANCE""ERODE THE BEST MARKETING INTENTIONS""COLLECTIVELY, ARE A FORCE OF NATURE"

USE NON-LINEAR DECISION MAKING"

15!

16!

MILLENIALS"SWICH MEDIA"

"

27"

TIMES PER HOUR"

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Brands Must Change

BRANDS

18!

THE NEW 6 P’s OF ADAPTIVE BRANDS"

TO"""

PRODUCTIVITY OF YOUR SOLUTION"

POINT-TO-POINT CONTEXT"

PRODUCER OF GREAT STORIES"

PRINCIPLES YOU LIVE BY"

+"PROGRESSIVE in attitude "PERSONAL in approach""

FROM"""

PRODUCT!

PLACE!

PROMOTION!

PRICE"

Successful brands will adopt these attributes"

LETS START WITH PROGRESSIVE"

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Embrace technology and the opportunity to enhance their position and value to customer’s lives."

PROGRESSIVE BRANDS"

EMBRACE 1:1: THE PERSONAL BRAND"

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Engaging with their consumer, tapping the power of the collective in serving"the needs of the individual"

PERSONAL BRANDS SEEK 1:1"

FROM PRODUCT TO PRODUCTIVE"

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THE PRODUCTIVE BRAND"

PRODUCTIVITY = "WHAT IS DONE"

WHAT IS REQUIRED TO DO IT"

TIME IS THE DENOMINATOR FOR TODAY’S CONSUMER"

CONSUMER TIME FOUND = THE NEW MEASURE"

With sustaining ecosystems that extend well beyond the product or transaction"

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PRODUCTIVE BRANDS BUILD VALUE"

FROM PLACE TO POINT-TO-POINT"

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Seamlessly and systematically connect the dots as you go through your journey"

POINT-TO-POINT BRANDS"

FROM PROMOTION TO PRODUCER"

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Tell great stories with character, consistency and engagement. !

PRODUCER BRANDS"

FROM PRICE TO PRINCIPLED"

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People don't buy what you do. "

They buy why you do it."Simon Sinek"

“ “

Stay true to their mission!

PRINCIPLED BRANDS"

32!

HOW ADAPTIVE IS YOUR BRAND?"

PRODUCTIVITY of your solution!POINT-TO-POINT context"PRODUCER of great stories"PRINCIPLES you live by"+"PROGRESSIVE in attitude "PERSONAL in approach""

Aligning to Serve

ALIGNMENT

ADAPTIVE BRANDS"CREATE NEW VALUE"

"AND FOSTER MORE"

CONTEXTUAL"CONNECTIONS"

01!Start With Customer Insight !

Innovation based on customer needs and frustrations.!

!02!Look For The Win / Win!Align to create tools and experiences that help consumers through their lifecycle.!

!

03!Don’t Let Another Brand Steal The Show!Treat adaptive extensions like products – invest to evolve and differentiate them. !

MARKETING STRATEGY""%)7'8,-)+&

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"BRAND BUILDING"

"FROM ‘SERVICE’"TO SERVING"

!01!

Build Anytime, Anywhere Value "Your Consumer Cannot Live Without!!02!Be Where Your Consumer Is with "Contextual Relevance!!03!Continuously Innovate With Research to Stay Ahead of 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!

!

Business!Brand!

Customer!

SHIFT FROM DISPARATE EFFORTS"

Business!

Brand!

Customer!

TO ALIGNED EFFORTS THAT SUSTAIN VALUE"

Business!

Brand!

Customer!

Productive!

Principled!

Producer!

Personal!

Progressive!

Point-to-Point!

AND BAKE IN THE CORE ATTRIBUTES"

QUESTIONS?"!"#$%&'(%)*"+),-.,''/)0.%1)*"+),-.,''%