Private brand session at BASE by Brandhome.

1. BASE BRAND SESSION
By Brandhome

2. TODAY’S AGENDA
A. WHO IS TALKING?
B. BORING AND BAD NEWS
C. GRIP AND GREAT NEWS
D. WORK SESSION
E. GROUP PRESENTATIONS
F. THE PRIZE

3. ERIK SAELENS
FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
41 YEARS
LIVES IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS

7. JEF PELKMANS
STRATEGIC MANAGER BRANDHOME
27 YEARS
LIVES IN ANTWERP, BELGIUM

11. BORING & BAD NEWS

12. DOWNLOAD YOUR FREE COPY ON
WWW.BRANDHOME.COM/BOOKS

13. 10 INSIGHTS
EXPERIENCE + RESEARCH + POV

14. 1. SUDDENLY WE CAN DO WITHOUT BRANDS

15. 1. SUDDENLY WE CAN DO WITHOUT BRANDS
1. Consumers don’t worship brands anymore: they examine them and judge for themselves.
2. Consumers no longer trust brands blindly just because they’re advertised.
3. Reasonable value for money has become a value in itself, branded or not.
4. Consumers only choose brands that are meaningful to them.
5. Therefore brands need to be sincere about what they represent.

16. 2. BIG IS THE NEW BAD

17. 2. BIG IS THE NEW BAD
1. Loss of speed: customers nowadays demand to be served instantly.
2. Rigid structures: customers choose quick and nimble companies above bigger structures.
3. Distant contact: customers don’t want to be treated like a number, they want tailored solutions.
4. Digital disruption: customers like innovation and new ideas,
using new technologies to serve them better will always be valuable.
5. Innovation and change: customers like companies that set the bar and create new standards
in out-dated sectors.

19. 3. DATA ALWAYS WINS

20. 3. DATA ALWAYS WINS
1. Our planet has become a bunch of data: every day 2,5 quintillion bytes of data are created.
2. Big data is changing our lives in a big way. Huge chunks of information are at hand,
waiting to be used correctly.
3. The use of data analysis creates a major shift in marketing and sales strategy,
marketeers and techies need to work together to find contextual data.
4. Contextual data is the golden nugget in the ocean of big data:
finding out what drives customers and when.
5. Customers filter anything that isn’t relevant to them, contextual data allows companies
to create relevant messages at relevant moments.

22. 4. EUROPE, THE DINOSAUR ZONE

23. 4. EUROPE, THE DINOSAUR ZONE
1. Overregulation restrains rapid economic growth.
2. Killing innovation: research in Europe is an uphill battle.
3. Lack of funding: Europe hasn’t succeeded in creating the right atmosphere
for a growing digital economy.
4. Bureaucracy: months of paperwork are crippling Europe as potentially great economic force.
5. Europe doesn’t like risk: we like security and hold strong to the way we did things in the past.
It’s in our DNA to resist game changing business models.
Take the opposition to Uber for example...

25. 5. IMAGE MEANS NOTHING

26. 5. IMAGE MEANS NOTHING
1. During the 80s and the 90s, image was King. People bought anything if it had the right image.
2. Nowadays consumers see through the shiny images, pick up the product, examine it,
shake it and question it on the Internet.
3. Bad customer experiences from products that don’t deliver what they promise are shared
globally. Bad publicity is also publicity is an out-dated concept.
4. With the use of technology, the power is back to the consumers. The Internet of things has become
the Internet of the consumers.
5. Brands shouldn’t take the risk of doing things even remotely shady.
Be transparent in all your dealings.

27. hidden board technology

29. 6. EMERGING MARKETS

30. 6. EMERGING MARKETS
1. The West needs years to develop and deploy new technology.
2. Consumers in emerging markets are often first time consumers.
They don’t have the same level of experience with brands.
3. Therefore, people put more trust in word of mouth marketing.
Endorsements are valued more than advertising.
4. Smaller sets of considered brands.
5. They spend more time making decisions in-store.
Not trusting brand names leads to more research about products.

31. 7. NEW DEMANDS ON THE DEMAND ECONOMY

32. 7. NEW DEMANDS ON THE DEMAND ECONOMY
1. We have arrived in the world of on-demand.
2. On-demand is a mindset.
3. Apps are the most significant bridge to the on-demand consumer.
4. The on-demand mindset suits freelancers more than permanent employees.
APPloyees (!)
5. Tech brands evolved into channels for certain services.
Their stretch is wider than other traditional brands or companies.

34. 8. IF IT’S NOT MOBILE, IT’S NOT MARKETING

35. 8. IF IT’S NOT MOBILE, IT’S NOT MARKETING
1. Mobile frenzy: consumers can actively dodge brand’s attempts to reach them.
2. Adapt and do it now: mobile marketing has become fact of life, but needs to be ingrained
into brand’s thinking faster.
3. Up close and personal: brand-to-person conversation.
Consumers love personal attention.
4. Understand people: apps can show that brands understand people and support their life.
5. Mobile understanding: mobile means micro-thinking instead of macro-talking.
Show them you’re serious.

36. 9. GO FOR BRANDSHIP OR BECOME A VERY LONELY BRAND

37. 9. GO FOR BRANDSHIP… OR BECOME A VERY LONELY BRAND
1. Community gold: ‘belonging’ is a fundamental human need.
Brands need to treat communities as equals not as just consumer groups.
2. Engage and bond: community marketing gives brands highly effective consumer reach
and feedback through interaction.
3. Consumers expect more than a one-sided relationship.
4. Facilitate the conversation to create the relationship (both online and offline).
5. Work on brandship: try to work up a feel for your brand that goes a lot further
than brand presence.

39. 10. START OVER (OR ROLL OVER)

40. 10. START OVER (OR ROLL OVER)
1. It’s a volatile world: recuperation goes very slow.
2. “Swift and smart” not “slowly but surely”: launching something new is easier
than reviving something old. Start-ups take advantage of new technological possibilities.
3. Start over: reach out for funding. Tech companies are the new high potentials.
4. Mature brands: it is the consumer choosing the brand, not the other way around.
5. The competing brand: find the conversations that can provide a competitive edge.
Find how others communicate and then do it better!

41. GRIP & GREAT NEWS

43. BASICS OF BRANDING

44. A SMALL ELEMENT CAN SAY A LOT
ABOUT A PERSON

45. ANGELINA JOLIE &
BRAD PITT

46. BOB MARLEY

47. OLIVIA NEWTON JOHN
& JOHN TRAVOLTA

48. LADY DI

49. BUT THE SAME CAN BE SAID
FOR BRANDS

52. XXXXX

54. WHAT IS A B®AND?

55. GREEN & COFFEE BAR

57. RED & SPORTS CAR

59. COLOUR

60. COLOUR

61. AROMA

63. AROMA

64. BRAND

65. PACKAGING

67. SOUND

69. SOUND

70. PLACE

71. A BRAND CAN BE
ANYTHING

72. MUCH MORE THAN A NAME
MUCH MORE THAN A LOGO
MUCH MORE THAN AN ADVERT
BUT A BRAND IS MUCH MORE

73. WHY INVEST IN A BRAND?

75. A BRAND CREATES AN
EMOTIONAL BOND
SURPASSING PRODUCT EXPERIENCE

76. A RELATIONSHIP
THAT ADDS VALUE

77. A BRAND IS
A BELIEF SYSTEM

78. A BRAND IS A BELIEF SYSTEM
WHERE YOUR STAKEHOLDERS
REWARD YOU WITH LOYALTY
& SPREAD THE WORD TO OTHERS

79. STORIES HAVE EXISTED
LONG BEFORE RECORDED HISTORY

80. AND THE TELLING OF STORIES HAVE CHANGED FORMS
DRASTICALLY THROUGHOUT THE YEARS

81. BUT THE ELEMENTS OF A STORY
NEVER CHANGED

82. MESSAGE
GLOBAL
WARMING

83. PLAYERS

84. THE
GOOD
THE
BAD
CONFLICT

85. HERO
AL GORE:
AN INCONVINIENT
TRUTH

86. PLOT

87. MESSAGE PLAYERS CONFLICT HERO PLOT
STORY BUILDING BLOCKS

88. QUESTION

89. WHAT DO STORIES AND BRANDS
HAVE IN COMMON?

90. THEY ARE BOTH
BELIEF SYSTEMS

91. BECAUSE BRANDS ARE
STORIES

92. STORIES IN YOUR BRAINS

93. A BRAND IS A
COLLECTION OF STORIES
- STORIES YOU’VE HEARD
- STORIES YOU’VE EXPERIENCED YOURSELF
- STORIES YOU’VE READ ABOUT
- STORIES YOU’VE SEEN ON THE INTERNET
- …

94. EXAMPLE
TOMS SHOES

96. MAKE SENSE OF THE WORLD
UNDERSTAND LIFE'S EXPERIENCES
DEAL WITH DILEMMAS
OVERCOME HARDSHIPS
STORIES HELP PEOPLE TO

97. THEY ARE BELIEF SYSTEMS
THAT FUNCTION AS A REFERENCE FRAME
TO FACILITATE THE CHOICES WE MAKE…

98. …AND THAT IS EXACTLY
WHAT BRANDS DO TOO

99. CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME
DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS
BRANDS HELP CONSUMERS TO ORGANISE THE WORLD AND TO FACILITATE DECISIONS

100. STEPS FOR BUILDING A STORY

102. storyline
story
storylining
story
storystorymining
storytelling
storyselling
storybuying
storyliving
story

103. story
mining
storyline
story
story
story
story
mining lining telling selling buying living

104. story
liningstoryline
story
story
story
story
mining lining telling selling buying living
story
story
story
story
story
story
story
story
story
story
story
story
story
story

105. story
telling
story
story
mining telling selling buying living
concept
story
story
story
story
lining

106. story
selling
mining selling buying living
concept
lining telling

107. story
buying
mining buying living
concept
lining telling selling

108. story
living
mining living
R
lining telling selling buying
RR

109. - GOOD STORIES
- NEED TO BE TRIPLE-A
- AUTHENTIC
- ACCOUNTABLE
- ACTIVATING

110. 1AUTHENTICBE WHO YOU ARE

112. 2ACCOUNTABLEDO WHAT YOU SAY

114. 3ACTIVATINGWHAT YOU HEAR, YOU FORGET
WHAT YOU SEE, YOU REMEMBER
WHAT YOU EXPERIENCE, YOU BUY

116. THE STORYTELLING EFFECT

117. A GOOD EXPERIENCE?
A BAD EXPERIENCE?
HOW MANY TIMES DOES SOMEONE
TELL OTHERS ABOUT

118. A GOOD EXPERIENCE

119. A GOOD EXPERIENCE
3 TIMES

120. A BAD EXPERIENCE

121. A BAD EXPERIENCE
9 TIMES

122. THESE ARE FACTORS
FROM RESEARCH BEFORE
SOCIAL MEDIA EFFECTS

123. FACTOR 3 RIPPLE-EFFECT

125. A STORY THAT IS TRIPLE-A
HAS THE POWER TO SPREAD

126. THE SAME COUNTS FOR A BRAND

127. BUT NOT IN A GOOD WAY!

128. FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS

129. FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
TRIPLE-A STORIES
ABOUT BRANDHOME
TAKE-AWAYS
THE BASICS OF STORYTELLING

130. BECAUSE STORIES HAVE AN
EFFECT ON OUR
BRAIN & BEHAVIOUR
STORYTELLING
LEADS TO
STORYSELLING

131. CONNECTION EMPATHY
TRUST
SALES
+
STORIES

132. THE EFFECT OF STORYTELLING ON YOUR BRAND
BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75%
SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS

133. STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL

134. STORYTELLING HAS EVOLVED OVER YEARS
THE CHANNELS THROUGH WHICH STORIES ARE TOLD
HAVE MULTIPLIED & DIGITALISED

135. SOCIAL MEDIA AND STORYTELLING
A MATCH MADE IN HEAVEN?

136. SOCIAL MEDIA STORYTELLING
ABOUT COMMUNICATION
ABOUT BUILDING RELATIONSHIPS

137. SOCIAL MEDIA: THE CONTEMPORARY BONFIRE

138. 1. SHAREABILITY
2. USE THE ELEMENTS
3. BE CONCISE
4. THE CUSTOMER = THE HERO
5. MEDIA MIX
5 TIPS FOR STORYTELLING ON SOCIAL MEDIA

140. WORK SESSION

141. 5 GROUPS
GROUP 1 (team Erik): Isabelle, Yasmina, Annaëlle, Thomas
GROUP 2 (team Jef): Cédric, Laurence, Carolina, Maï
GROUP 3 (team Jens): Sarah, Katrien, Monia, Kris
GROUP 4 (team Michel): Amélie, Marlène, Serge, Magali
GROUP 5 (team Olivier): Esteban, Véronique T., Rik, Vincent M., Nelle

142. GROUP 1: BRAND EXTENSION
IMAGINE YOU HAVE TO CREATE A BRAND EXTENSION FOR
BASE THAT FITS WITHIN OUR BRAND AND ITS IDENTITY:
- WHAT WOULD YOU DEVELOP?
- WHY?
Isabelle Yasmina Annaëlle Thomas

143. GROUP 2: LOSING THE BASE BRAND
IMAGINE YOU LOSE THE ‘BASE BRAND’, BUT YOU KEEP OPERATING
IN THE TELCO SECTOR.
- MAKE A 10-TOPIC PLAN TO ENSURE YOU DON’T LOSE YOUR CUSTOMERS
Cédric Laurence Carolina Maï

144. GROUP 3: NEW LAW
IMAGINE A NEW LAW IS VOTED:
TELCO SERVICES SHOULD BE FREE FOR EVERYONE.
- WHAT WILL BASE DO?
- EXPLAIN YOUR THINKING.
Sarah Katrien Monia Kris

145. GROUP 4: BRANDUCT
IMAGINE YOU NEED TO CREATE A BRANDUCT FOR BASE:
YOU CAN BASE ME, AS IN YOU CAN GOOGLE THAT (BIC, SPA, …)
- WHAT WILL YOUR BRANDUCT BE?
- HOW WOULD YOU DO THIS?
Amélie Marlène Serge Magali

146. GROUP 5: BUDGET CUT
IMAGINE YOU NO LONGER HAVE BUDGETS FOR PAID MEDIA
YOU CAN ONLY USE OWNED, EARNED, SHARED MEDIA
- HOW DO YOU ENSURE A TOMA > ASPIRED MARKET SHARE?
- WHICH STRATEGIES DO YOU FOLLOW?
Véronique
T.
Rik Vincent M. NelleEsteban

147. PRESENTATIONS

148. VOTE FOR YOUR FAVOURITE

149. THANK YOU