Hundreds of the world’s leading brands, from UNICEF to Coca-Cola to Twitter, have created an environment in which consumers can compete to get what they want. With the advent of hybrid media intertwining mobile technology with social media and cloud-based content, four growing consumer trends have emerged that change how brands, in turn, compete:

1. Four
Trends
That
Will
Drive
Marke5ng
Growth
in
2013
Dean
Crutchfield
Associates

2. Intensely illuminating
Hundreds of the world’s
leading brands, from UNICEF
to Coca-Cola to Twitter, have
created an environment in
which consumers can
compete to get what they
want.
With the advent of hybrid
media intertwining mobile
technology with social media
and cloud-based content, four
growing consumer trends
have emerged that change
how brands, in turn, compete:
Dean Crutchfield Associates

3. Home Bound
Recession has forced billions
to retreat to home, causing an
increase in time spent with
brands – think entertainment
and food, for example.
This builds consumer
participation beyond just TV
viewing. Appointment
dynamics remain awesomely
powerful – interactions can be
organized to inspire
collaboration and challenge
viewers to work toward a
common objective.
Dean Crutchfield Associates

4. Home Bound
Marketers have new anticipation
engines at their disposal and
more power to build the
conversation prior to an event,
from hash tags and trending
through to New York Magazine’s
Anticipation Index, which mines
Twitter to present movies, music,
and TV releases that people are
looking forward to.
Nike’s site for “Unlock the Black
Mamba” would serve new content
only when a certain rate of TPS
(Twitter per second) was reached.
Dean Crutchfield Associates

5. Back To Basics
From farm to truck to fork,
consumers are demanding
greater accountability and
transparency. From the meteoric
rise of organic to the recent spat
over ingredients via Prop 37,
consumers are used to
overpaying to get those things –
see mail, milk, money and
medicine – but we just want to
be included.
It’s not just food, but all product
materials, country of origin,
labor conditions, philanthropy
and leadership that’s forcing the
trend.
Dean Crutchfield Associates

6. Back to Basics
The world over believes in
beneficence, justice and
prudence.
That’s a triple for hybrid media
that can simultaneously enable
the experience of millions of
consumers to participate.
Such a new dynamic enhances
the communal experience with
TV, and real-time information
converges to reinforce the
experience.
Dean Crutchfield Associates

7. Back To Basics
While TV remains the most powerful window to an event these handheld
interfaces enable multiple pathways to share narrative and interaction with
content.
Today’s affordable and reliable technology means we can see, hear, taste,
touch and smell all sorts of tools for pre-event anticipation, preparation, and
experience. The actual shopping, interactions, and flow as well as rewards
and post-purchase recall all supported with orchestrated media providing
the stories that people can gather around.

8. Product Me
Changes in consumption patterns hasten the trend for dosing
and personalized medicine and will impact the entire marketing
process from insight, education and the purchase pathway.
Gaming dynamics will play a greater role in "Product Me" in
health (health and gaming are mobile’s top five drivers) as
complimentary gaming aims to work simultaneously with the
content being viewed.
Dean Crutchfield Associates

9. Product Me
By harnessing the energy of people and
creating innovative partnerships like
Johnson & Johnson's recent initiative
finding innovators, orchestrated media
can "include" consumers and immerse
them with interaction, synchronizing
collaboration programs and companion
content across screens.
Whether it’s a sponsored show, YouTube
or a live event, the second screen adds
a layer over the content. This adds a
new dimension to learning where
inclusion is king and it works across
drama, education and non-fiction. This
creates opportunities for
"conversational choreography" with
ideas that, for instance, acknowledge a
cause as an attitude, not just a health
need, that previously could not have
been leveraged.
Dean Crutchfield Associates

10. Smartphone Junta
Today’s consumer is hardwired to
participate from anywhere at any
time. As Black Friday’s thumping
sales demonstrated, everything’s
going mobile. This includes people
able to move to different places
creating many opportunities for
localization of brand messaging.
With mobile technology and hybrid
media there is plenty of upside, but
the genie needs to be quantified.
If you’re counting on tired,
The
Opposite
Of
Emo5on
Is
Not
Irra5onal
advertising-led strategies and
expecting target consumers to "lean
back," you’ll be playing left back.
Dean Crutchfield Associates

11. Smartphone Junta
Pervasive connectivity with social networks like Twitter and Pheed has
created lightning fast word-of-mouth and emergent behavior.
To tap increased connectivity, major brands are looking to spur the
water-cooler effect creating universal
back channels similar to Nike’s
soccer world cup, “Write The
Future” campaign or
‘Chalkbot’ that welcomed fans to
submit text messages it then
sprayed on the Tour de France circuit
enabling thousands of disparate fans to get involved.
Evidence that brands can become
a social object in time that people can swarm around.
Dean Crutchfield Associates

12. Smartphone Junta
Designers are the world’s R&D
departments and entrepreneurs the
world’s business revolutionaries; the
brands created are the connective
tissue of societies and social networks.
With the amplified role of connected
consumers, there are implications for
competing to get what we want,
negotiating, collaborating and
understanding others' needs, caring for
the common good and getting involved –
all from our handhelds. Orchestrated
media can enable brands to be different
Able To Compete To Get What We Want
and heroic, sharing principles that can
make them known for being remarkable
and fresh and followed by millions.

13. Smartphone Junta
Half the world holds a smartphone: we
can join the world in an event, see
through the walls of a mall, around the
corner for a taxi and into the future to
see time, but the brief hasn’t changed:
What problem do you solve?
What do you understand about the
behaviors of the target audience?
When did the target audience begin
participating in these trends?
Why are you special?
Where should the orchestrated media
‘Why Should I Care?’
focus: new customers, more
customers, new uses?
How do you answer the customer’s real
question, ‘Why should I care?’
Dean Crutchfield Associates

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15. Our Mission
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Improving margins
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Boosting win rates
Delivering your best case and winning face forward
Dean Crutchfield Associates

16. Working with DCA
Catalyzing top line growth for clients is what we
thrive on: delivering your best case and winning face,
encourage your people to move the needle north and
sharpen the product offering. DCA (Dean Crutchfield
Associates) achieve growth for clients by tailoring
brand-led techniques that are uniquely participant
centered. We guarantee results. Whether it’s a better
pitch, winning new mandates, a better team or more
fees, you will find our fee in your business within
weeks.
DCA programs have been thoroughly tested and
proven with start-ups and the world’s greatest
brands, uniquely adding immediate value.
When you hire DCA, you get results. If you have the
right people attend the sessions and complete all of
your committed decisions and pilot initiatives and are
still not satisfied or seeing results by the agreed time
frame, we will coach and advise you free until you do!
Dean Crutchfield Associates

17. Global Client Experience
Aviva* McKinsey
BP Metsä Serla*
BT* Nomura*
BSkyB* PepsiCo
Camper & Nicholson PG&E
Carter’s Pitney Bowes
Cellcom* RBS*
CITI Scanfinest*
Comcast Shell
“Dean always cuts to the core of what needs General Electric Smirnoff
to be done and said. He helps bring clarity and Kraft Staples
provides value by being an outsider with no
agenda, so he can help you stand back and see
Fila Sunglass Hut
things from different perspectives. Frito-Lay Target
Littlewood’s* Tower of London*
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solutions in a persuasive and compelling way.” M50 WGM
*References upon request
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18. LET’S
GROW
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19. Contact: Dean@deancrutchfield.com +1 917 239 3303
333 East 34th Street, Ste 15A/B, New York, NY 10016
Dean Crutchfield Associates

20. Dean Crutchfield Associates
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Growth Advisors
Dean Crutchfield Associates