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Tesla World 2015 Erik Saelens GAME OV3R: Stop building your brand, let your clients do it

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GAME OV3R: Stop building your brand, let your clients do it









Disclaimer: Neither Tesla World nor Tesla Club Belgium are affiliated with Tesla Motors

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Tesla World 2015 Erik Saelens GAME OV3R: Stop building your brand, let your clients do it

  1. 1. LIVING IN A WORLD WITHOUT MARKETING
  2. 2. WHICH CITY IS THIS?
  3. 3. ERIK SAELENS FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
 41 YEARS
 LIVES IN ANTWERP, BELGIUM
 MARRIED, 2 DAUGHTERS
 HOBBIES
  4. 4. LOST SOMEWHERE BETWEEN AUSTRIA (AT) AND DUBAI (AE) CAPETOWN (SA) IN THE AIR FROM DUBAI (AE) TO NYC (USA) EN ROUTE TO NYC (USA) 365DAYS COUNTRIES 17 51 196.83808 79.545CITIES WORDS WRITTENTIMEZONES MINUTES OF WRITING ABU DHABI (AE) MANAMAH (BH) DOHA (QA) DUBAI (AE) CASABLANCA (MA) CAIRO (EG) DUSSELDORF (DE) MILANO (IT) FRANKFURT (DE) GENEVA (CH) VIENNA (AT) AMSTERDAM (NL) EINDHOVEN (NL) LIEGE (BE) UTRECHT (NL) SHANGHAI (PRC) ANTWERP (BE) CANNES (FR) LYON (FR) LONDON (UK) BRUSSELS (BE) GHENT (BE) BARCELONA (ES) IBIZA (ES) JFK AIRPORT (USA) NEW YORK CITY (USA) LAS VEGAS (USA) LOS ANGELES (USA) 35000FT ABOVE MINSK (RU)
  5. 5. PART 1: LIVING IN A WORLD WITHOUT MARKETING PART 2: CMO MEETS CIO PART 3: FROM BRAND EXPERIENCE TO PRODUCT EXPERIENCE PART 4: CREATING A SUSTAINABLE HYPE PART 5: GAME OV3R TOPICS
  6. 6. WHAT IS A BRAND?
  7. 7. WHAT IS A BRAND? COLOUR SCENT SHAPE PLACE SOUND
  8. 8. A BRAND CAN BE ANYTHING
  9. 9. MUCH MORE THAN A NAME
 MUCH MORE THAN A LOGO
 MUCH MORE THAN AN ADVERT A BRAND IS
  10. 10. BRANDS ARE STORIES IN YOUR BRAIN
  11. 11. STORIES THAT ARE SHARED WITH OTHERS
  12. 12. STORIES THAT ARE SHARED WITH OTHERS 3X
  13. 13. STORIES THAT ARE SHARED WITH OTHERS 3X 9X THE 3/9 TIMES RIPPLE EFFECT
  14. 14. A BRAND IS A BELIEF SYSTEM WHERE YOUR STAKEHOLDERS REWARD YOU WITH LOYALTY & SPREAD THE WORD TO OTHERS
  15. 15. A BRAND CREATES AN EMOTIONAL BOND SURPASSING PRODUCT EXPERIENCE
  16. 16. BUILDING A BRAND COSTS A LOT OF MONEY, TIME AND EFFORT… RIGHT?
  17. 17. BUILDING A BRAND COSTS A LOT OF MONEY, TIME AND EFFORT… RIGHT? NOT IF YOU DISCOVER HOW TO THINK OUT OF YOUR BOX
  18. 18. PART 1 
 LIVING IN A WORLD
 WITHOUT MARKETING
  19. 19. TESLA HAS NO TRADITIONAL MARKETING AND THAT’S NO PROBLEM
  20. 20. NO ABOVE THE LINE CAMPAIGNS / NO DEALERS NO SALES PEOPLE / NO FREE TEST DRIVES / NO SHOWROOMS
  21. 21. BRANDSHIP® = BRAND + AMBASSADORSHIP
  22. 22. BRAND AMBASSADORS ADVOCATE YOUR BRAND BECAUSE THEY BELIEVE IN WHAT YOU DO
  23. 23. BRANDSHIP® REPLACES YOUR MARKETING EFFORTS WITH A MORE CREDIBLE MEDIUM
  24. 24. STRONG BRANDS APPEAL TO THE HIGHEST NICHE TO GET THE MAJORITY BEHIND = THE TIPPING POINT
  25. 25. FASHION BRANDS TARGET A SELECT NICHE TO BE FOLLOWED BY THE MAJORITY
  26. 26. THE CRITICAL FACTOR? INNOVATION
  27. 27. THE CRITICAL FACTORS? INNOVATION COMMUNITIES
  28. 28. 5 REASONS WHY YOU NEED BRAND AMBASSADORS
  29. 29. TO HUMANIZE YOUR PRODUCT
  30. 30. TO HUMANIZE YOUR PRODUCT TO CREATE POSITIVE WORD OF MOUTH
  31. 31. TO HUMANIZE YOUR PRODUCT TO CREATE POSITIVE WORD OF MOUTH
 TO CREATE A VIRAL BRAND EXPOSURE
  32. 32. TO HUMANIZE YOUR PRODUCT TO CREATE POSITIVE WORD OF MOUTH
 TO CREATE A VIRAL BRAND EXPOSURE TO CREATE TRUST
  33. 33. TO HUMANIZE YOUR PRODUCT TO CREATE POSITIVE WORD OF MOUTH
 TO CREATE A VIRAL BRAND EXPOSURE TO CREATE TRUST TO GENERATE VALUABLE FEEDBACK
  34. 34. TAKE AWAYS 1. BRANDSHIP SUPPORTS YOUR BRAND
  35. 35. 1. BRANDSHIP SUPPORTS YOUR BRAND 2. THE MAJORITY FOLLOWS THE NICHE TAKE AWAYS
  36. 36. 1. BRANDSHIP SUPPORTS YOUR BRAND 2. THE MAJORITY FOLLOWS THE NICHE 3. TO SKIP MARKETING, COMPANIES SHOULD INNOVATE TAKE AWAYS
  37. 37. 1. BRANDSHIP SUPPORTS YOUR BRAND 2. THE MAJORITY FOLLOWS THE NICHE 3. TO SKIP MARKETING, COMPANIES SHOULD INNOVATE 4. INNOVATION IS SUPPORTED BY COMMUNITIES TAKE AWAYS
  38. 38. PART 2 
 CMO MEETS CIO
  39. 39. TECHNOLOGY IS CHANGING MARKETING IN SPEED RELEVANCE REACH
  40. 40. TECHNOLOGY ALLOWS US TO CREATE GREAT PRODUCT EXPERIENCES
  41. 41. TECHNOLOGY ALLOWS US TO BECOME MORE CUSTOMER CENTRIC
  42. 42. IN ORDER TO SURVIVE CMO’S DON’T NEED TO UNDERSTAND TECHNOLOGY
 THEY HAVE TO BECOME IT
  43. 43. INNOVATION WILL DRIVE MARKETING MARKETING WILL DRIVE INNOVATION
  44. 44. INNOVATION WILL DRIVE MARKETING MARKETING WILL DRIVE INNOVATION
  45. 45. TECHNOLOGY AND INNOVATION ARE THE ESSENCE OF SURVIVAL 1965 1997 2012 PRICE PER SHARE
  46. 46. 1. TECHNOLOGY CHANGES MARKETING TAKE AWAYS
  47. 47. 1. TECHNOLOGY CHANGES MARKETING 2. MARKETING NEEDS TO BECOME TECHNOLOGY TAKE AWAYS
  48. 48. 1. TECHNOLOGY CHANGES MARKETING 2. MARKETING NEEDS TO BECOME TECHNOLOGY 3. TECHNOLOGY CREATES EXPERIENCE TAKE AWAYS
  49. 49. 1. TECHNOLOGY CHANGES MARKETING 2. MARKETING NEEDS TO BECOME TECHNOLOGY 3. TECHNOLOGY CREATES EXPERIENCE 4. INNOVATION IS CRITICAL FOR SURVIVAL TAKE AWAYS
  50. 50. PART 3 
 FROM BRAND EXPERIENCE
 TO PRODUCT EXPERIENCE
  51. 51. LOADING GREAT BRANDS KNOW HOW TO GO FROM FUNCTIONAL TO EMOTIONAL RATIONALISATION
  52. 52. LOADING GREAT BRANDS KNOW HOW TO GO FROM FUNCTIONAL TO EMOTIONAL RATIONALISATION EMOTIONS ARE TRIGGERED BY EXPERIENCES
  53. 53. WHEN YOUR PRODUCT CREATES AN EXPERIENCE … IT STARTS BUILDING YOUR BRAND
  54. 54. BRAND VS.PRODUCT EXPERIENCE?
  55. 55. BRAND DRIVEN EXPERIENCE: BRAND ADDS VALUE TO PRODUCT
  56. 56. BRAND DRIVEN EXPERIENCE = THE RESULT OF MARKETING
  57. 57. PRODUCT DRIVEN EXPERIENCE: PRODUCT (INNOVATION) ADDS VALUE TO BRAND
  58. 58. PRODUCT DRIVEN EXPERIENCE = THE RESULT OF TECHNOLOGY
  59. 59. GREAT EXPERIENCES TRAVEL FAST
  60. 60. SWEET SPOT PRODUCT EXPERIENCE BRAND EXPERIENCE
  61. 61. INNOVATION AND EXPERIENCE NEED TO BE SUSTAINABLE IN ORDER TO BE RELEVANT
  62. 62. 1. TECHNOLOGY = PRODUCT EXPERIENCE + BRAND EXPERIENCE TAKE AWAYS
  63. 63. 1. TECHNOLOGY = PRODUCT EXPERIENCE + BRAND EXPERIENCE 2. EXPERIENCE = SHAREABLE AND VALUABLE TAKE AWAYS
  64. 64. 1. TECHNOLOGY = PRODUCT EXPERIENCE + BRAND EXPERIENCE 2. EXPERIENCE = SHAREABLE AND VALUABLE 3. SUSTAINABILITY = KING TAKE AWAYS
  65. 65. PART 4 
 CREATING A SUSTAINABLE HYPE
  66. 66. RAGE HYPE TREND RAGE, HYPE OR TREND?
  67. 67. THE TIPPING POINT THE MOMENT WHEN AN IDEA, TREND OR SOCIAL BEHAVIOR CROSSES A CERTAIN LINE AND SPREADS LIKE AN EPIDEMIC
  68. 68. THE TIPPING POINT A SMALL NUMBER OF PEOPLE WITH SPECIAL SKILL SETS A MESSAGE SO MEMORABLE THAT IT STICKS IN SOMEONE’S MIND AND FORCES THEM TO ACT SMALL CHANGES IN CONTEXT OR CIRCUMSTANCES THE LAW OF THE FEW THE STICKINESS FACTOR THE POWER OF CONTEXT
  69. 69. YOU CAN HYPE A QUESTIONABLE PRODUCT FOR A LITTLE WHILE, BUT YOU’LL NEVER BUILD AN ENDURING BUSINESS - VICTOR KIAM - “ “
  70. 70. SUSTAINABILITY IS A REQUIREMENT, NOT A DIFFERENTIATOR
  71. 71. ONLY WHEN SUSTAINABILITY IS BEING CONSTANTLY IMPROVED, IT BECOMES ADDED VALUE
  72. 72. 1. THE TIPPING POINT = THE BIRTH OF A RAGE, TREND OR HYPE TAKE AWAYS
  73. 73. 1. THE TIPPING POINT = THE BIRTH OF A RAGE, TREND OR HYPE 2. CREATE A HYPE, ANTICIPATE TO A RAGE TAKE AWAYS
  74. 74. 1. THE TIPPING POINT = THE BIRTH OF A RAGE, TREND OR HYPE 2. CREATE A HYPE, ANTICIPATE TO A RAGE 3. SUSTAINABILITY IS A REQUIREMENT, NOT A DIFFERENTIATOR TAKE AWAYS
  75. 75. 1. THE TIPPING POINT = THE BIRTH OF A RAGE, TREND OR HYPE 2. CREATE A HYPE, ANTICIPATE TO A RAGE 3. SUSTAINABILITY IS A REQUIREMENT, NOT A DIFFERENTIATOR 4. CONSTANTLY IMPROVED SUSTAINABILITY CREATES ADDED VALUE TAKE AWAYS
  76. 76. RECAP GO-TO-MARKET WAY-TO-MARKET GET-TO-MARKET TIME-TO-MARKET
  77. 77. PART 5 
 GAME OV3R
  78. 78. OUT NOVEMBER 2015 WWW.GAME-OV3R.COM
  79. 79. THANK YOU

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