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Alex Cernatescu - Keynote IMWORLD 2013 - How can brands use the present to create their future?

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  • First you need to understand the present in order to use it.
  • Transcript

    • 1. KEYNOTE How can brands use today's tradigital and e-consumer driven present to create their own future Alexandru Cernatescu CEO & Co-Founder
    • 2. KEYNOTE How can brands use the present to create the future Alexandru Cernatescu CEO & Co-Founder
    • 3. Nobody can foresee the evolution of the sociotechnological landscape
    • 4. Nobody can foresee the evolution of the sociotechnological landscape The convergence of technological and social insights in the creation, construction and use of artifacts is sociotechnology.
    • 5. And this is great!
    • 6. INNOVATION
    • 7. Brands can use innovative technology to empower people, based on their brand values.
    • 8. Source: www.nike.com
    • 9. Consumers’ content constitute more than 90% of the new internet.
    • 10. Consumers’ content constitute more than 90% of the new internet.
    • 11. So give them the opportunity to create USER CONSUMER GENERATED CONTENT.
    • 12. Prepare for “The maker movement”
    • 13. Prepare for “The maker movement” Sources: www.shapeways.com www.Forbes.com
    • 14. Televisions DO NOT have the power in the entertainment kingdom anymore. Stop pretending.
    • 15. Source: www.rockstargames.com
    • 16. Source: www.Forbes.com
    • 17. Source: www.Forbes.com
    • 18. Create your own audience starting yesterday. Ride the new waves early on. Own the channels.
    • 19. Consumers e-consumers are involved and integrated, they are long term and “always on”
    • 20. The e-consumers are tradigital, and that is how your advertising should be to speak their own language.
    • 21. SO 122 USERS CO-WROTE A SONG WITH THE CAMPAIGN MESSAGE THAT VIRALLY REACHED CLOSE TO 4 MILLION ROMANIANS
    • 22. THANK YOU. QUESTIONS? Alexandru Cernatescu CEO & Co-Founder BOOTH 88-90

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