adaptive brands
DESCRIPTION
Presentation at iStrategy London. A new framework to replace the traditional 4Ps of Marketing. A terrific guideline for brands who are looking to be more adaptive to the changing landscape of consumer behavior and technology.TRANSCRIPT
Jan 31, 2012
Adaptive Brands:!Delivering Value in a Shifting World
Find us: cri+calmass.com @cri+calmass
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
Source: Time, Inc. & Innerscope Research, 4/1012
The customer has become faster, and the window of opportunity for capturing them has become smaller.
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
“There is at least one point in the history of any company when you have to change drama8cally to rise to the next level of performance. Miss that moment and you start to decline.”
Andy Grove, intel
Innova+on through technology
Systems plus campaigns
Live in beta
Think disrup+on
Embrace social business design
Embrace technology and the opportunity to enhance their position and value to customer’s lives.
PROGRESSIVE BRANDS
EMBRACE 1:1: THE PERSONAL BRAND
“We don’t build services to make money, we make money to build beDer services”
Mark Zuckerberg, Facebook
Relevant, specific needs
Customiza+on
Rela+onships over transac+ons
Foster conversa+ons
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
I love people coun8ng on me, and so, you know, today it’s so easy to be mo8vated, because we have millions of customers coun8ng on us at Amazon.com. That’s fun.
Jeff Bezos, Amazon
Think next most likely need
Meaningful and useful
Beyond the original transac+on
Respect +me with the customer
Facilita+on and serving
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
Connected Devices iTunes
Developer Tools iCloud
Retail Stores Universal Profile
Product Selec+on Kindle / On Demand Merchant Network Streaming Services Cloud Services
Payment Services
PRODUCTIVE BRANDS BUILD VALUE
FROM PLACE TO POINT-TO-POINT
“Consumers are sta8s8cs. Customers are people”
Stanley Marcus
Think outside-‐in
Customer mindset, not business structure
Connect the dots
Context maWers most
Foster ins+tu+onal memory
Serve the journey, not just the transac+on
Seamlessly and systematically connect the dots as you go through your journey
POINT-TO-POINT BRANDS
FROM PROMOTION TO PRODUCER
“Marke8ng is theatre.”
Walt Disney
Stories
Relevance + Emo+on
Produc+on Value
Par+cipa+on
Dissemina+on
Tell great stories with character, consistency and engagement.
PRODUCER BRANDS
FROM PRICE TO PRINCIPLED
Align to larger missions that are relevant and powerful for the consumer
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 Tradi8onal
Customers
MARKETING STRATEGY EMBEDDED Embedded
Customers
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? Find us: cri+calmass.com @cri+calmass