Brandhomies Erik and Jef were invited to speak at EXMA 2016, at Bogota, Colombia. As thé largest marketing platform of South-America, the conference was home to over 5000 attendees to provide them with the most groundbreaking insights on marketing. This year, Brandhome was keynote speaker to discuss infobesity and Meaningful Marketing, next to marketing pioneers Uri Levine and Marc Randolph. At Brandhome, we are eternal students, constantly looking for ways to expand our knowledge on marketing, this while sending some of our insights back into the marketing world. As experts in storytelling we always strive to create meaningfulness. This is a responsibility we take and endow in everything we do. After a week of creative and strategic expositions on marketing, networking, and also blowing off some branding steam, our Brandhomies came back fully inspired, a feeling they would also like to share with you.

1. MEANINGFUL MARKETING
EXMA 2016

2. DONATE NOW
www.brandhomefoundation.com

3. MEANINGFUL MARKETING
EXMA 2016

4. ERIK SAELENS
FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
41 YEARS
LIVE IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS
HOBBIES

8. PART 1: WHAT IS A BRAND?
PART 2: INFORMATION OVERLOAD
PART 3: IS THIS MEANINGFUL MARKETING?
PART 4: THE MEANINGFUL MARKETING PROCESS
PART 5: STORYTELLING
PART 6: MEANINGFUL MARKETING MESSAGES
TOPICS

9. PART 1:
WHAT IS A BRAND?

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

11. ANGELINA JOLIE &
BRAD PITT

12. BOB MARLEY

13. OLIVIA NEWTON JOHN
& JOHN TRAVOLTA

14. LADY DI

15. A BALD MAN :)

16. BUT THE SAME CAN BE SAID
FOR BRANDS

21. GREEN & COFFEE BAR

23. RED & SPORTS CAR

25. COLOUR

26. AROMA

28. AROMA

29. BRAND?

30. PACKAGING

32. SOUND

34. SOUND

35. PLACE

36. A BRAND CAN BE ANYTHING

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

38. A BRAND IS
A BELIEF SYSTEM
WHERE PEOPLE
REWARD YOU WITH
LOYALTY IF
YOU KNOW HOW
TO BE MEANINGFUL
TO THEIR LIVES

39. PART 2:
INFORMATION OVERLOAD

40. How many commercial messages
do we receive every day?

41. 3500

42. 3500 messages equals:
4 messages
every
minute
1 message
every
15 seconds
=

43. How many of you sleep with your
smartphones on nightstand?

44. COMMERCIAL MESSAGES ARE EVERYWHERE

45. COMMERCIAL MESSAGES ARE EVERYWHERE

46. COMMERCIAL MESSAGES ARE EVERYWHERE

47. 90% of all data in the world has been
generated over the last two years
TRUE OR FALSE

48. TRUE
90% of all data in the world has been
generated over the last two years

49. 28% of office workers’ time
is spent dealing with emails
TRUE OR FALSE

50. TRUE
28% of office workers’ time
is spent dealing with emails

51. THE GOOD NEWS: OUR CAPABILITY OF PROCESSING
INFORMATION HAS INCREASED
1950
consumable content
1960 1970 1980 1990 2000 2010 …

52. OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT

53. OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT

54. OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT

55. THE BAD NEWS: WE CAN’T KEEP UP WITH THE IMMENSE
INCREASE OF INFORMATION PRODUCED
1950
consumable content
1960 1970 1980 1990 2000 2010
availablecontent
perceived
opportunity}
actual
opportunity}
…
*Davis; 2014

56. INABILITY TO ABSORB
AND PROCESS ALL
THE INFORMATION TO
WHICH WE ARE EXPOSED
INFOBESITY

57. Stress-related illness contributes
up to 30 sick days a year
INFORMATION
OVERLOAD
THE FACTS Information overload costs the
U.S. economy $900 billion a year
42% attributed ill-health
to this stress

58. INFORMATION
FATIGUE
SYNDROM (IFS)
IF GIVEN TOO MUCH INFORMATION,
WE TEND TO SHUT DOWN
INFOBESITY

59. INFORMATION FATIGUE SYNDROM (IFS)
BURNOUT
POOR
CONCEN-
TRATION
TRANS-LIKE
STATE
COMPULSION
TO STAY
CONNECTED
LOWER
IMMUNE
RESPONSE
HOSTILITYDEPRESSION

60. EVENTUALLY, WE WILL FIND
A CURE FOR CANCER

61. BUT, WE WON’T FIND
A CURE FOR IFS

62. ARE MARKETERS RESPONSIBLE?
“What if we don’t change at all… and something magical just happens?”

63. € 200 000 000 000
= the budget spent on overloading people with information

64. ARE MARKETERS RESPONSIBLE?
FIND A WAY TO MAKE PEOPLE DEAL WITH
THE OVERLOAD OF INFORMATION
DECREASE INFORMATION IN QUANTITY/
INCREASE INFORMATION IN QUALITY
QUALITY > QUANTITY

68. PART 3:
IS THIS MEANINGFUL MARKETING?

69. Savings have become more important than ever,
so people will proactively search for it.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR

70. If the price is acceptable, they are
still loyal to their favourite brands.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR

71. A lot of consumers trade down and buy cheaper brands or private labels.
If they do, they often don’t go back to the first ones.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR

72. They are selective splurgers.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR

73. They don’t stick to one channel.
THE CONTEXT HAS CHANGED,
AND SO HAS CONSUMER BEHAVIOUR

74. Up to 75% of digital
advertising is NEVER seen

75. Up to 75% of digital
advertising is NEVER seen
How do we prevent this waste of money?

76. HOW TO PREVENT WASTE OF MONEY?
BUILD BRAND MEMORY STRUCTURES
IN THE MINDS OF YOUR CONSUMERS
COMMUNICATE QUICK
STICK TO THE CORE OF YOUR MESSAGE
BE EASY TO RECOGNIZE
MENTAL
AVAILABILITY

77. HOW TO PREVENT WASTE OF MONEY?
PHYSICAL
AVAILABILITY
WHICH LANDSCAPES ARE ALREADY SATURATED?
DON’T GO THERE
BE WHERE THE BUYING IS
- ADVERTISE CLOSE TO YOUR SELLING POINT
- BE PRESENT WITH YOUR PRODUCTS
CLOSE TO YOUR (DIGITAL) ADVERTISEMENTS

78. HOW TO PREVENT WASTE OF MONEY?
=meaningful
marketing
MENTAL
AVAILABILITY
PHYSICAL
AVAILABILITY
DON’T NARROW TARGET AUDIENCE
TARGET IN DIFFERENT WAYS
GET TO KNOW YOUR AUDIENCE &
TARGET ON LIFESTYLE
… NOT ON DEMOGRAPHICS OR
SEGMENTS

79. WHAT MAKES
MARKETING MEANINGFUL?

80. MEANINGFUL MARKETING
=
BEING MEANINGFUL IN YOUR MARKET
READ: USE YOUR MARKETING IN A MEANINGFUL, TARGETED WAY
IN ORDER TO CONTRIBUTE OR IMPROVE YOUR CUSTOMERS’ LIFE,
THE COMMUNITY, SOCIETY AND THEREFORE YOUR BUSINESS AS WELL.

81. WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING

82. WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE HAS THE RIGHT TIMING
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING

83. WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE HAS THE RIGHT TIMING
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY

84. WHEN IS MARKETING MEANINGFUL?
IF THE MESSAGE HAS THE RIGHT TIMING
IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY
IF THE MESSAGE IS NOT ABOUT THE SENDER, BUT ABOUT THE RECEIVER

85. SO…

86. IF € 100,000 IS SPENT
HOW WOULD YOU SPEND IT?

87. Spend it on
online banners
for bottled water?
Build 10 water wells
in poor African
villages?
If you were a drinkable water brand, would you:

88. Spend it on print
advertising
in magazines for
running shoes?
Organize free courses
to educate people
how to exercise and
run healthy?
If you were Nike, promoting running shoes, would you:

89. Spend it
on advertising in
newspapers
for banks who sell
mortgages?
Organize workshops
to teach young people
how to deal with the
financial aspect of
living by yourself?
If you were a bank, would you:

90. Invest €100K in
promoting jobs to find
the right skills?
Invest €100K in people
to make their skills
match the needs of the
market?
If you were a HR company, would you:

91. Spend it on
a TV campaign for
your detergents? Clean up 5 km2 of the
City of Bogota?
If you were a detergent manufacturer, would you:

93. Brandhome foundation:
‘Adopt a boxer!’

94. € 200 000 000 000
= the budget spent on overloading people with information
IMAGINE THE DIFFERENCE WE COULD MAKE…

95. PART 4:
THE MEANINGFUL MARKETING PROCESS

97. CONTENT
TELLING
STORIES!
IS ABOUT
DISTRIBUTING
CONTENT
IS ABOUT
MEANING-
FULNESS

98. PART 5:
STORYTELLING

99. EXAMPLE
TOMS SHOES

103. STEPS FOR BUILDING A STORY

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

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

107. 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

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

109. story
selling
mining selling buying living
concept
lining telling

110. story
buying
mining buying living
concept
lining telling selling

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

112. PART 6:
MEANINGFUL MARKETING MESSAGES

113. WHAT CAN YOU DO TO CONTRIBUTE
TO CURE OUR SOCIETY?

114. #1
BE A RESOURCE
OF INFORMATION
THAT HELPS
PEOPLE SOLVE
THEIR PROBLEMS

115. #2
BECOME A
STRATEGIC PARTNER
FOR BUSINESSES
THAT COMPLEMENT
YOURS

116. #3
REWARD YOUR LOYAL
CUSTOMERS BY
SURPRISING AND
DELIGHTING THEM
WITH SPECIAL GIFTS
OR OFFERS

117. #4
GIVE PEOPLE
THE ABILITY
TO DEFINE
THEMSELVES
TOWARDS OTHERS

118. #5
STAND FOR
SOMETHING
MORE THAN
YOUR PRODUCTS
OR SERVICES

119. #6
COMMUNICATE
IN A
RELATABLE
WAY

120. #7
PLAY A ROLE IN
IMPROVING
YOUR CUSTOMERS’
QUALITY OF LIFE
AND WELL-BEING

121. #8
TAP INTO SOCIAL DATA
TO DISCOVER CUSTOMERS’
WANTS AND NEEDS
AND CREATE TARGETED,
PERSONALISED
CAMPAIGNS

122. #9
COMMUNICATE
AT THE RIGHT TIME
AND PLACE AND
MAKE YOUR
MESSAGE RELEVANT

123. #10
DON’T BE
A PIPELINE,
BECOME
A PLATFORM

124. 1.Be a resource of information that helps people solve their problems
2.Become a strategic partner for businesses that complement yours
3.Reward your loyal customers by surprising and delighting them with special gifts or offers
4.Give people the ability to define themselves toward others
5.Stand for something more than your products or services
6.Communicate in a relatable way
7.Play a role in improving your customers’ quality of life and well-being
8.Tap into social data to discover customers’ wants and needs, and create targeted, personalised campaigns
9.Communicate at the right time and place and make your message relevant
10.Don’t be a pipeline, become a platform

125. PART 7:
5 TAKE AWAYS

126. TAKE AWAY #1
MEANINGFUL MARKETING = WIN/WIN
CONSUMERS = MORE HAPPINESS, LESS STRESS
CORPORATES = LESS WASTE, MORE ROI

127. TAKE AWAY #2
IT IS TIME FOR BRANDS TO
TAKE UP THEIR RESPONSIBILITIES

128. TAKE AWAY #3
TRADITIONAL MARKETING = DEAD

129. TAKE AWAY #4
THE NEXT 5 YEARS,
MORE WILL CHANGE THAN
THE PAST 50 YEARS

130. TAKE AWAY #5
MEANINGFULNESS CANNOT BE DEFINED.
IT IS INDIVIDUAL FOR EVERY SENDER,
AND EVERY RECEIVER.

131. BRANDHOME’S KNOW-HOW IS NOW AVAILABLE ON
WWW.BRANDHOME.COM/BOOKS

132. THANKS TO

133. DONATE NOW
www.brandhomefoundation.com