With the "acceleration of the acceleration of change" induced by new technology adoption, organizations have to RESET the way they think, plan and execute their strategies...

1. Reset
TheTrendWatch#16
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6. Dick Costolo
Twitter CEO
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7. Sure.
But HOW?!?
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8. The Singularity………………………..
acceleration
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
Social Media………………………..
Mobile Communications………
Internet Protocol………………..
Video Broadcast…………………...
Radio Transmission…………….
Electric Impulsion………………
accelerates!
Print Reproduction…………….
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9. How can we keep up
with technology?
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10. How can we keep up
with technology?
We
ca n’t.
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11. Reset!
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12. Reset!
Busines s model
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13. Reset!
Busines s model Distribution
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14. Reset!
Busines s model Distribution
Product/S
ervice
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15. Reset!
Busines s model Distribution
Product/S
ervice
Brand
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16. Reset!
Busines s model Distribution
Product/S
ervice
Brand
mmun ication
Co
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17. Reset!
Busines s model Distribution
Product/S
ervice
Brand
mmun ication
Co
Orga nization
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18. Reset
your business model
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19. What’s Your
Real Job?
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20. Nike is a
technology company
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21. Nike is a
technology company
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22. RedBull is a
media company
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23. Burberry is a
social company
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24. Burberry is a
social company
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25. Resetyour distribution
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26. Today in the US, half of all retail purchases
are influenced by digital experiences
% of Total Retail Sales
53%
51% $1,409
50% $1,312
48% $1,213
46% $1,115
42% $1,021
$917
Web-Influenced Retail Sales
$230 $249
$192 $210 Online Retail Sales
$155 $173
2009 2010 2011 2012 2013 2014
Source: Forester Research - Web-Influenced Retail Sales Forecast - Sept. 2012, USA ($ billions)
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27. Hacking the
Consumer Path…
Communication Purchase
Need Search Loyalty
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28. Hacking the
Consumer Path…
Communication Purchase
Need Search Loyalty
Purchase!
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29. Hacking the
Consumer Path…
Purchase!
Communication Purchase
Need Search Loyalty
Purchase!
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30. Hacking the
Consumer Path…
Purchase!
Communication Purchase
Need Search Loyalty
Purchase!
Purchase!
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31. Hacking the
Consumer Path…
Purchase!
Communication Purchase
Need Search Loyalty
Purchase!
Purchase! Purchase!
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32. Hacking the
Consumer Path…
Purchase!
Purchase!
Communication Purchase
Need Search Loyalty
Purchase!
Purchase! Purchase!
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33. The New Multi-Screen World
Understanding Cross-Platform Consumer Behavior
Majority of media consumption is screen-based
90% 38%
of our daily media
interactions are
on smartphones
of all media interactions
are screen based
Consumers move between multiple devices to accomplish their goals
Popular cross device activities
90 %
of people use
multiple screens
sequentially
81% 67% 46% 43%
Browsing Shopping Managing Planning a
the Internet Online Finances trip
Search is the most common way consumers
continue from one device to another
Television no longer commands our full attention
49 % with
77%
of the times that a smartphone
viewers watch
TV, it is with
another device
34 % with
a PC/laptop
Online shopping is a multi-screen activity
Smartphones’ accessibility enables
spur of the moment shopping
19%
Planned
81%
67%
of people have used Spontaneous
multiple devices
sequentially to
shop online
Download the full report here:
Source: Google/Ipsos/Sterling, 2012 http://goo.gl/vbrEu
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34. Retail Wars…
http://www.l2thinktank.com
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35. Retail Wars…
http://www.l2thinktank.com
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36. Amazon
http://itunes.apple.com/app/amazon-mobile/id297606951?mt=8
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37. Co-operative
http://www.co-operative.coop/food/welcome/
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38. Gilt
http://www.gilt.com
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39. Zappos
http://pinpointing.apps.zappos.com
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40. Evian
http://www.evianchezvous.com
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41. Interactive Windows Mobile Shopping App
QR Code Virtual Store
Tesco
Wine by The Case App
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42. Reset
your product/service
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43. Extended
Experiences...
Values People
Context
Content
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44. GMC
OnStar Services
+ Rent your car with RelayRides.com
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45. Band-Aid
Magic Vision Muppets App
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46. KraftFor Dinner. Not Art.
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47. Heinz
http://www.heinzketchup.com
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48. Starbucks
+ Square
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49. Starbucks
+ Square
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50. Ray Ban Bright Light App
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51. Resetyou brand
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52. Quality
over
Creativity!
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53. Amex Mobile App Serve Social Payment
Small Business Saturday
Amex Unstaged Music Shows
Foursquare Deals
Tribeca Film Festival
Twitter Sync
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54. Rubber Tracks Gigs @ 100 Club
Converse Wall To Wall
Converse ♥ Marimekko
Mobile Apps
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55. Reset
your communication
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56. Traditional advertising no longer dominates
the complex purchase process
Word of mouth 72
Consumer review 54
Expert review 52
Earned Media
Consumer views on microblogs 48
Price comparison site 47 Used by 89%
Consumer views on social networks 46
Online consumer video 32
Sales assistant 58
Brand website 58 Owned Media
Product sample 43
Online retailer website 38
Used by 87%
Brand page on social network 34
TV ad 54
Newspaper ad 42
Email ad 38
Online viral ad 35 Paid Media
Direct mail 33
Search ad 28
Used by 78%
Online video ad 28
Social network ad 27
Display banner ad 24
Source: TNS Digital Life report 2011
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57. Real Time.
Real Value.
Real People.
Real Places.
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58. McDonald's
Make Your Own Burger
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59. Red Bull “Signature Series” Connected TV
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60. Hellmann’s
Recipe Receipt
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61. Oreo vs. AMC
http://shanelife.com/2012/09/26/very-cool-cookie/
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62. Absolut
Unique
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63. Jet Blue
“Get away with it” TV interactive show
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64. Jet Blue
“Get away with it” TV interactive show
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65. Jet Blue
“Get away with it” TV interactive show
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66. Vuitton
http://goo.gl/95WLQ
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67. Chevrolet Game Time
itunes.apple.com/us/app/chevy-game-time/id495838274?mt=8
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68. Nike Bid Your Sweat
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69. Resetyour organization
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70. It’s Time
for Change.
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71. 50% of Australian businesses
are under immediate threat
Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012
Download the full report here: http://goo.gl/ZUXKX
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72. 50% of Australian businesses
are under immediate threat
Source: Deloitte - Digital Disruption ‘Short fuse, Big bang’ - Sept. 2012
Download the full report here: http://goo.gl/ZUXKX
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73. Plan
Bricks
+
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74. The Plan
The Coca-Cola Company “Content 2020”
Change
Management
101
. Communicate the goal
. Communicate the threat
. Involve the team Wendy Clark
Senior Vice President Integrated Marketing
Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company
Vice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
. Celebrate positive shift
. Be as transparent as possible
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75. The Plan
The Coca-Cola Company “Content 2020”
Change
Management
101
. Communicate the goal
. Communicate the threat
. Involve the team Wendy Clark
Senior Vice President Integrated Marketing
Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company
Vice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
. Celebrate positive shift
. Be as transparent as possible
55 Strictly confidential: Do not distribute or reproduce without authorization

76. The Plan
The Coca-Cola Company “Content 2020”
Change
Management
101
. Communicate the goal
. Communicate the threat
. Involve the team Wendy Clark
Senior Vice President Integrated Marketing
Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company
Vice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
. Celebrate positive shift
. Be as transparent as possible
55 Strictly confidential: Do not distribute or reproduce without authorization

77. The Plan
The Coca-Cola Company “Content 2020”
Change
Management
101
. Communicate the goal
. Communicate the threat
. Involve the team Wendy Clark
Senior Vice President Integrated Marketing
Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company
Vice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
. Celebrate positive shift
. Be as transparent as possible
55 Strictly confidential: Do not distribute or reproduce without authorization

78. The Plan
The Coca-Cola Company “Content 2020”
Change
Management
101
. Communicate the goal
. Communicate the threat
. Involve the team Wendy Clark
Senior Vice President Integrated Marketing
Jonathan Mildenhall . Minimize uncertainty at The Coca-Cola Company
Vice President Global Advertising Strategy
and Content Excellence at The Coca-Cola Company
. Celebrate positive shift
. Be as transparent as possible
55 Strictly confidential: Do not distribute or reproduce without authorization

79. The Bricks Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
Social Media………………………..
Mobile Communications………
Internet Protocol………………..
Video Broadcast…………………...
Radio Transmission…………….
Electric Impulsion………………
Print Reproduction…………….
56 Strictly confidential: Do not distribute or reproduce without authorization

80. The Bricks Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
Social Media………………………..
Mobile Communications………
Internet Protocol………………..
Video Broadcast…………………...
Radio Transmission…………….
Electric Impulsion………………
Print Reproduction…………….
56 Create Strictly confidential: Do not distribute or reproduce without authorization

81. The Bricks Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
Social Media………………………..
Mobile Communications………
Internet Protocol………………..
Video Broadcast…………………...
Radio Transmission…………….
Electric Impulsion………………
Send
Print Reproduction…………….
56 Create Strictly confidential: Do not distribute or reproduce without authorization

82. The Bricks Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
Social Media………………………..
Mobile Communications………
Internet Protocol………………..
Video Broadcast…………………...
Radio Transmission…………….
Broadcast
Electric Impulsion………………
Send
Print Reproduction…………….
56 Create Strictly confidential: Do not distribute or reproduce without authorization

83. The Bricks Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
Social Media………………………..
Mobile Communications………
Internet Protocol………………..
Video Broadcast…………………...
Exchange
Radio Transmission…………….
Broadcast
Electric Impulsion………………
Send
Print Reproduction…………….
56 Create Strictly confidential: Do not distribute or reproduce without authorization

84. The Bricks Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
Social Media………………………..
Mobile Communications………
Internet Protocol………………..
Organize
Video Broadcast…………………...
Exchange
Radio Transmission…………….
Broadcast
Electric Impulsion………………
Send
Print Reproduction…………….
56 Create Strictly confidential: Do not distribute or reproduce without authorization

85. The Bricks Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
Social Media………………………..
Leverage
Mobile Communications………
Internet Protocol………………..
Organize
Video Broadcast…………………...
Exchange
Radio Transmission…………….
Broadcast
Electric Impulsion………………
Send
Print Reproduction…………….
56 Create Strictly confidential: Do not distribute or reproduce without authorization

86. The Bricks Singularity………………………..
(…)
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
Social Media………………………..
Leverage
Mobile Communications………
Internet Protocol………………..
Organize
Video Broadcast…………………...
Exchange
Radio Transmission…………….
Broadcast
Electric Impulsion………………
Send
Print Reproduction…………….
56 Create Strictly confidential: Do not distribute or reproduce without authorization

87. The Bricks
Singularity………………………..
(…)
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
ocial Media………………………..
Leverage
e Communications………
rotocol………………..
Organize
………………...
Exchange
….
Broadcast
nd 57 Strictly confidential: Do not distribute or reproduce without authorization

88. The Bricks
Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
ocial Media………………………..
Leverage
e Communications………
rotocol………………..
………………...
….
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89. The Bricks
Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
Seamless Payment……………...
Geo Services………………………
ocial Media………………………..
Leverage
e Communications………
rotocol………………..
From Meaning
………………...
….
CRM Insights
57 Strictly confidential: Do not distribute or reproduce without authorization

90. The Bricks Ad Exchange
Services
Singularity………………………..
Human Enhancement………….
Digitalized Spaces……………….
To Action
Seamless Payment……………...
Geo Services………………………
ocial Media………………………..
Leverage
e Communications………
rotocol………………..
From Meaning
………………...
….
CRM Insights
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91. ResetThank You.
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92. Questions?
@damoncb
#TheTrendWatch
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