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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.
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.
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.
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...
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.
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.
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.
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.
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.
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!