Introducing TRANSIENT IDENTITI, INC.

“The most important skill set of the New Marketer is intellectual curiosity ”

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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+ 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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CONVERSATION Prism

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New era of Brand Management means that product design and development has to create “listening brands.”

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.

UNIVERSAL Truths

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The Dawn of the Social Consumer…

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

UNIVERSAL Truths

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The Proximity Effectiveness circle influence implies digital must be at the core from the beginning…

+ 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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+ 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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WHAT WE KNOW

FUTURE OF BRAND MGMT

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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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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.

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.

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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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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RETHINKING THROUGH TECHNOLOGY

CASE EXAMPLES

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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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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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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.

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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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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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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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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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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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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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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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

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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RETHINKING Package Design

+ Activation for product information+ 2D barcoding detailing nutritional facts

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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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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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INNOVATIONS IN PRODUCT EXPERIENCE

WHY DISRUPT WISDOM?

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DISRUPT Your Brand Planning

These “movements” will forever reshape the way brands arecreated from the inception because they are driven byconsumer behavior, consumer preference, or consumerexpectations.+ 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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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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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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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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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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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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CUSTOMER Managed Relationships

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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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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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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.

IMAGINE THE FUTURE

BEYOND 1ST GENERATION

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IMAGINE The Future

+ Starbucks Launches MyStarbucksIdea.com (Product Enhancements)+ Coffee cup (stopper)

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IMAGINE The Future

+ Intuit Launches Collaboration Portal+ Quickbooks meets StockTwits meets Liquidplanner meets

Evernote

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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

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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IMAGINE The Future

+ Apple goes multi-touch.

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DISRUPTING THE COSMETIC BUSINESS MODEL

OUTSIDE INNOVATION

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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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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

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.