We have turned away from trouble and strife in order to seek fame and fortune. Now we find ourselves on a planet that is overstressed, over-transparent and overregulated. There is no more time to waste. Digital technology and the Internet are developing at breakneck speed. This is one of the main reasons why marketers find themselves confronted with a future that will have no mercy with the marketing and business models that professionals are still clinging to. What we need is a total reset of the marketing brain. Join Brandhome to look at the ten insights that will drive this disruption!

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

6. DOWNLOAD YOUR FREE E-BOOKS
WWW.BRANDHOME.COM/BOOKS

7. 10 INSIGHTS

8. 1. SUDDENLY WE CAN DO WITHOUT BRANDS

9. 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.

10. 2. BIG IS THE NEW BAD

11. 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.

13. 3. DATA ALWAYS WINS

14. 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.

16. 4. EUROPE, THE DINOSAUR ZONE

17. 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...

19. 5. IMAGE MEANS NOTHING

20. 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.

21. hidden board technology

23. 6. EMERGING MARKETS

24. 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.

25. 7. NEW DEMANDS ON THE DEMAND ECONOMY

26. 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.

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

29. 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.

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

31. 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.

33. 10. START OVER (OR ROLL OVER)

34. 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!

35. 3 TAKE
AWAYS
IT TO THE NEXT LEVEL

36. 1SPEED
RUN FASTER

37. 2SHARPNESS
THINK SHARPER,
MAKE SHORTCUTS

38. 3SPARKNESS
CONNECT TO CREATE
NEW THINGS

39. YOU’LL FIND A COPY OF GAME OV3R IN YOUR GOODIE BAG
YOU PREFER AN E-BOOK? DOWNLOAD: WWW.GAME-OV3R.COM
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41. THANK YOU!