an introduction

table of contents

about protean strategies 3we help the solution to find you 5we are obsessed with difference 7our approach is collaborative and interactive 8approach to branding 9philosophy: what we believe about: 13

differentiation 14experiential brands 15market research 16

experiential branding 17experiential branding 17protean CUSTOMER ODYSSEY MODEL© 20

protean research 21protean prediction collective wisdom engine 24p p ginner directives psychoanalytics 38recent clients we have helped 41Contact us 43

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about protean strategies

protean strategies

• founded in 1998 as the bay charles consulting company/bc3• morphed into protean in 2009• morphed into protean in 2009• headquartered in toronto• largest client – general motors (research management and brand

positioning)positioning)• smallest client – the yorkville club (health club)

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we help the solution to find you

Rain-ma-ker (rAn'mA"kur)A person, who causes it to rain, not by making it rain, but by bringingtogether the environmental, human and spiritual components that togetherg p p gmake the perfect conditions for the rain to fall.

Strategic Rainmaking™Creating an environment of knowledge, enthusiasm and commitment thatcrystallizes strategic solutions and brings them to the forefront.y g g

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how we guide the solution to you

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we are obsessed with difference

different ways of looking at challenges

different questions to ask diff t ldifferent people

different interpretations anddifferent interpretations and different insights

differentiated brands, communication, companies

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our approach is collaborative and interactive

we make the conditions right so it wants to rain.

and we rely on the wisdom of the crowd*crowd*

close partnership

frequent workshops and updates

fluid and organic approach

nobody knows what they don’t know

everybody contributes equally

the marketplace 

reigns supreme

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*Reference to “The Wisdom of Crowds” by James Surowiecki, Anchor Books, 2004

protean approachresearch | brand | operationalize

research | brand | operationalize

research

understand the business, category

and consumer

accelerate return onreturn on

brand investments

brandoperationalize

describe relevant, differentiated,

experiential brand

align business process to value

proposition

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protean approach| brand || research |

brand audits

psychological archetype

studies

Customer experience audit

Understand the experience

brand and new product

| b a d || esea c |

understand the company,

category and consumer

anthropological qualitative and

describe relevant,

differentiated, experiential

brand

product positioning

new product development

ethnographic observations

semiotics analysis

quantitative research experiential

branding architecture

portfolio management

strategies

customer od sse model

align business process to

odyssey model

Brand spikes brand impact

| operationalize |

process to value

proposition

and impact points

h it l

evaluation systems

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human capital development

programs

success measurement

qualitative on-site

evaluation

tracking stakeholder

track and measure the

t

studiesresponse

outcome

touch point audits

brand valuation

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philosophy

we believe that what we believe,makes us different

what we believe: about differentiation

1. there are two predictors of brand success: relevance and differentiation1. there are two predictors of brand success: relevance and differentiation2. features, attributes and benefits can no longer sustain brands3. there are very few products that somebody cannot copy exactly and sell for a

little less or improve on and sell for the same pricelittle less or improve on and sell for the same price4. creating a relevant differentiating experience (RDE©) is a means of creating

sustainable differentiation

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what we believe: about experiential brands

1 the experience is the brand and the brand is the business1. the experience is the brand and the brand is the business2. experiences are co-created. marketers define the inputs, provide clues and

deliver triggers; but the consumer engages in the experience and forms judgments based on who he or she is at the time of contactj g

3. experiential branding is not experiential marketing. experiential marketing is a communications channel that allows marketers to trigger the RDE© outside the immediacy of the brand. experiential branding is the discipline of t l ti f t d b fit i t i f l i d b ilditranslating features and benefits into meaningful experiences, and building businesses and brands around these relevant differentiated experiences (RDE©)

4 experiential branding is different from branding experiences4. experiential branding is different from branding experiences

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what we believe: about market research

1. we don’t know what we don’t knowreally successful projects are designed to allow completely unthought-of ideas,

i i d ttit d t t li it d t h t ll thi ki b fopinions and attitudes to emerge; not limited to what we all were thinking before we started

2. if we ask the same questions of the same people in the same way, we’ll get the same answers

methodologies must be innovative and different, the people who we talk to must be able to add new dimensions

3. what we get out of it depends on what we put into itthe degree to which research findings will be head smacking and mind bending depends entirely on the openness of our own minds as we embark on the project and our willingness to take risks in the process

4 research doesn’t make decisions it provides learning to stimulate thinking4. research doesn t make decisions, it provides learning to stimulate thinkingout of the box thinking comes from out of the box learning which comes from out of the box research

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experiential brandingprotean customer odyssey model©

the discipline behind experiences

differentiated experiences

• consistent• consistent• intentional• strategic• valuable• relevant• unique

predictable experiences• consistent• intentional

random experiences

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p

The approach

experiential branding approach

•looking at the marketplace in terms of the customer odyssey

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protean customer odyssey model©

revelationi have an itch

inspirationi have a need

considerationi need what you promise

motivation

i want  to buy your brand of product or 

activation

i am in the process of 

experiencing 

confirmation 

the experience was delightful and ill tell everybody i know p

servicep gthe brand

y yabout it

Impact point Impact point Impact point Impact point Impact point Impact point

spikeexperience

spike experience

spike experience

spikeexperience

spikeexperience

spike experience

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protean research

what we believe: about market research (2)

“Tip of the Iceberg”5% of human cognitionDescribes behaviour,

conscious

motivation and responsesInformed by

AttitudeBehaviourDemographics/

h hi

unconscious

psychographics

“Under the surface”95% of human cognitionE l i b h iExplains behaviour, motivation and responsesInformed by

Psychology

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what we believe: about market research (3)

conscious awareness

iunconscious processes

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proteanpredictioncollective wisdom engine

a marketing tool for today’s changed world

briefly

leverage the wisdom of crowds to evaluate innovations, concepts, messaging, strategies, advertising copy and ideas

Prediction Markets are a means of aggregating the inherent wisdom of the crowd in order to predict an outcome

Prediction Market theory applied to consumer research is a powerful, technique that enables marketers to evaluate multiple ideas quickly, effectively and reliably

proteanprediction Collective Wisdom Engine is a simplifiedproteanprediction Collective Wisdom Engine is a simplified, streamlined tool based on prediction market theory

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a marketing tool for today’s changed world

allows people to participate in marketing decisionstalks to them at the speed they are used toallows people to apply their marketing savvygives them a respite from complexity by offering them simple ways to

make their opinions knowncredits them being consumer-kings

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the underlying premise

two simple yet profound tenetsask what they think other people would do, not what they would doreward them for getting it right

one complex and profound teneto e co p e a d p o ou d te etapply prediction market algorithm to weight the responses

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simply what you need to know

will it work?

why?

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prediction market coreIf we asked 100 people like yourself which of the two advertising campaigns you have just seen will be most likely to make them want to buy BRANDX how many would say Campaign A and how many wouldCampaign A and how many would say Campaign B and how many would say Campaign C

id h lYou said that more people would say that [Insert: Campaign Favourite] would make them want to buy BRANDX. Why do you say

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y y ythat?

plus: tailored to the needs of every project

questionsdemographic and behavioural screening questionspre-exposure brand and competitive awareness and preferencepost exposure preferencepost exposure preferencefull range of diagnostic testing

lsamplecustomer lists, hand raisers, brand enthusiastson-line panelany other source

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prediction market difference

Traditional Quant Study proteanprediction

focused on what people think other people

ldRemove Bias Subjective personal opinions would say, not their narrow personal biases

People are better at predicting the behaviour of others than their own behaviour

respondents are rewarded for

Engage respondents

Respondents rewarded for completing the survey, not honesty or accuracy

thinking about the question and being right!

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right!

prediction market differencea more nuanced outcome

L ki t th lt f thi

Comparison ProteanPredictionvs. Average Responses 

Looking at the results of this actual study, the deeper nuance of ProteanPrediction can be clearly seen.

29.2%

26.8%

33.4%

24 0%

29%Statement D:

Statement CMarket Result

Using the average value for each statement (Red) would have lead to a conclusion that Statement D was far and away the best idea

16.7%

24.0%

14.5%

20%

13%

Statement C:

Statement B: Average

away the best idea.

Using the percentage of the sample that selected each statement as their “favorite,”

14.8%16.9%

13%

13%Statement E: Average of 

"favourite " concepts

(Green) dampens “D” ‘s lead, but changes the picture for the number two position – “A” is now equal to “C”

12.5%13.9%

21%

‐10 0% 5 0% 20 0% 35 0%

Statement A: 

concepts

In the ProteanPrediction (Blue) result, the difference between the lead and second closes significantly, indicating th t th k t l h

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‐10.0% 5.0% 20.0% 35.0% that the market place has very nearly as much “heart” for “C” as they do for “D”

simple straightforward reporting

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simple straightforward reporting

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visual analysis of open ended question

Comments about Statement ATotal sample

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widely used

• Iowa Electronic Markets: political predictions more accurate than the most accurate polls at least 75% of the time

• Hollywood Markets: Predict box office receipts• Used by: Google, Hewlett Packard, Wrigley (Global); Kraft; GE;

Microsoft; Intercontinental Hotels Group; GM’ etc.

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scientifically validated

Additional Links

These two academic papers give an interesting overview into some of the academic thinking behind the theory of prediction markets. 

http://www.youtube.com/watch?v=keVL0PkCpaQ&eurl=http%3A%2F%2Fwww%2Econsensuspoint%2Ecom%2Fprediction%2Dmarkets%2Dblog%2F&feature=player_embeddedThis link connects you to a video of the CEO of Best Buy talking about their use of Prediction Markets. Given their recent business collapse, I am not sure they are necessarily the best examplehttp://www.hsx.com/http://www.hsx.com/This is the link to the Hollywood Stock Exchange, which is probably the most famous prediction market site – it has

become an extremely important tool for movie producers to judge the potential of their future movies before they make them.

http://www.pbs.org/wgbh/nova/sciencenow/0301/04.htmlThis is the most fun of all of them PBS video that makes it all clear

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This is the most fun of all of them – PBS video that makes it all clear.

Inner Directives®

Understanding the subconscious relationship between consumers and brands

Inner Directives®

• Proprietary research approach

• Proven psychoanalytic technique in combination with traditional consumer researchresearch

• Explores and interprets subconscious level of consumer and brand perceptions and behaviour

O• One on one interviews conducted under clinical conditions by a clinical psychoanalyst Meyers Briggs self complete test as a window into understanding typology, archetypes and mythological

inarrative• Combined with one or more qualitative techniques

• Focus groups in-home interviews ethnographic observations in-store interviewsFocus groups, in home interviews, ethnographic observations, in store interviews and shop-alongs

• Helps explain attitudes and beliefs that underlie behaviour

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Inner Directives: Delivering deeper insights

What you gainDeeper insights into attitudes and behaviours that consumers are unwilling or unable to express

What you learnWhat you learn

How and why consumers buy

How consumers experience “experiences”How consumers focus attention, acquire information, make decisions and orient to outside world

What you get

Completely new understandings of consumer relationships with categories and brands

More connected and relevant approaches to delivering brand experience

Entirely new ways of thinking about positioning and communication platforms

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clients we have helped

Automotive  Financial ServicesFoodservice, Hospitality and T l ( ti d)

General Motors (all divisions) Lexus Mitsubishi Nissan Canada 

Business to Business 

TD Canada Trust H&R Block ING Canada Presidents Choice Financial RBC Scotiabank 

Travel (continued)

Metropolitan Hotels Ontario Lottery and Gaming (OLG) Prime Restaurants Travel Gay Canada 

Government and Not forDell Canada Deloitte Consulting Fairmont Hotels and Resorts Fleetcorp  IBM ING 

Wells Fargo Bank VISA Allstate Insurance  American Express  Amicus CIBC 

Government and Not for Profit 

Canadian Liver Association Canadian Marketing Association Elections Ontario Food Banks Canada

Objectivity Systems OIC Publications Pattison Outdoor Rogers Communications Inc. Scotia McLeod 

Consumer Package Goods

Communication Agencies 

BBDO Clean Sheet DDB Canada Draftfcb  LA Ads

George Brown College  Ontario Government  

Ministry of Economics and Development 

Ministry of Research and Innovation 

Toronto Region Research Alliance (TRRA)Consumer Package Goods  

Brita Corby’s Energizer Batteries Knorr (Unilever)  Linsey Foods Mark Anthony Group (Wines and spirits)

LA AdsLeo Burnett MacLaren McCann Perennial Ogilvy Wonderman  Y&R  

Toronto Region Research Alliance (TRRA)Wellesley Institute SOCAN 

Retail 

Bell Mobility Dell CanadaMark Anthony Group (Wines and spirits) 

Mars Motts (Clamato Juice) Pepsi Frito‐Lay Procter and Gamble Splenda 

Foodservice and Hospitality and Travel 

Canadian Tourism Commission Delta Hotels Fairmont Hotels and Resorts 

Dell CanadaGM Dealer Associations GM Goodwrench  Grand and Toy Yorkville  Clubs Holt Renfrew Liquor Control Board of Ontario Mac’s Convenience Stores

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Fallsview CasinoKFC (US) 

Convenience StoresRogers Communications Inc. Sears Canada 

Contact us

416 967 3337bernstein@proteanstrategies.comwww.bc3strategies.comwww.bc3strategies.comwww.proteanstrategies.com80 Cumberland Street Toronto ON M5R 3V1