This presentation outlines the disruptive thinking that is changing the way professionals approach the discipline of Marketing.

1. Introducing TRANSIENT IDENTITI, INC.
“The most important skill set of the New
Marketer is intellectual curiosity”

2. Who We Are Disruptive
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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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FUTURE OF ADVERTISING
CHAOS THEORY
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UNIVERSAL Truths
The Future of Advertising (Fast Company)
+ Too many people, to many of the wrong kinds of
people, too much bloat, too much inefficiency.
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+ Curation Nation: distribution of
human judgment from a handful of
elite taste-makers based on our own
self-selection.

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UNIVERSAL Truths
The Trouble with Brands (Booz Allen, Strategy + Business).
+ Most consumer brands aren’t creating value
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+ There exists a mismatch between consumer attitudes
towards brands and the market values of the
companies that own them.
+ Excess capacity of consumer options
+ Lack of creativity
+ Marketing pays too much respect to brand’s
existing equities, a reflection of past
accomplishments.

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UNIVERSAL Truths
The Future of Media will be 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
+ 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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UNIVERSAL Truths
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The Dawn of the Social Consumer…

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POINT OF ENTRY
ASSESSING THE CHAOS
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+ Leverages an unconventional mix of inter-disciplinary
archetypes to evoke and drive strategic thought ranging from
Indie film producers, to brand marketers, to spoken word
poets, to journalists, to artists, spanning multiple nationalities.
The premise is simple, creative thought for strategy
development originates from all perspectives.
+ Do not compartmentalized by siloed disciplines. Staff in
accordance with the 10 faces of innovation with a broad
understanding of how to build brands.
NEW Talent Imperative

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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
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….AS Strategy
+ Innovation
+ Design (package and product) as Strategy
+ Technology as Strategy
+ Experience as Strategy
+ At Retail
+ Customer Service
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INNOVATIONS IN THINKING
DISRUPTING WISDOM
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DISRUPTING Wisdom
+ Design Thinking
+ Multisensory Brand Experiences
+ Real-time Marketing
+ Crowd-sourcing
+ Marketing as a Service (Service Design)
+ Service Design
+ Service as Strategy
+ Customer Managed Relationships
+ Game Mechanics
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DESIGN or Intuitive Thinking
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The analytical thinking – that dominates thinking in business is
deeply rooted in the past; it seeks to extrapolate the past into
the future using deductive and/or inductive logic. In
opposition to analytical thinking is not design thinking but
rather intuitive thinking – knowing without reasoning. Intuitive
thinking imagines the future. It is about invention; the most
disruptive and unsystematic form of thinking.
Design thinking is the productive combination of analytical
thinking and intuitive thinking, a form of thinking that utilizes the
deductive and inductive logic of analytical thinking and
combines it with the abductive logic – the logic of what might be
– from intuitive thinking.

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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.
+ Dominos' "The Revenge" pizza with jalapeno and mustard.
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REAL-TIME Marketing
+ Marketplace Positioning in Real-time
+ “Tweeting during concerts, tweeting during games, tweeting
during awards shows on TV, whatever it is, this need to be
constantly connecting around events as they unfold will mean
that Marketing moves well beyond the pre and post for major
launches. The requirement will be for engagement for everything
in between as well.” (Mark Ghuneim)
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CROWD-Sourcing
+ Crowd-sourcing
+ Through Product Design
+ Through Product Development
+ Through Customer Experience
+ Through in-market Execution
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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.
+ Call it engagement or service, experience is the basis from what
all “social currency” bears its roots. The companies that have
always understood that the customer experience is part of what
propels the brand through it’s marketplace dominance. Think
“service excellence” or “service quality” ( Walt Disney
Company’s theme parks, REI’s outdoor stores, Chuck E. Cheese’s
pizza restaurants, Nordstrom or Southwest Airlines).
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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. And yes, the brand
does play an active role here. Mobile apps are just a mere the
stepping stone. Social shopping sites (that are brand driven) like
the Macy’s example below personify it.
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GAME Mechanics
+ Gaming as Strategy
+ 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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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.
Strategymeetsdesign.posterous.com
Twitter.com/identitilab
Youtube.com/transientidentiti

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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.
http://www.slideshare.net/IdentitiLab
• The New Marketer – NYU, Baruch College, Univ. Nevada
• Innovations Redefining Marketing – NYU
• Socialization of Marketing - NYU