DIGITAL BRIEFING 2009
BRANDING 2.0
MARTIN DEINOFF
VP BUSINESS DEVELOPMENT
Creuna Sweden

The Speaker

+46 733 113 172
martin.deinoff@creuna.se
http://twitter.com/martindeinoff

Branding
Marketing
Advertising
I tend to mix these up a bit.

Product
Service
Offering
I mix these as well.

I will not tell you how to do it

I will tell you
what to do

MARKETING,
NOW AND THEN

Advertising in the 18th
century…

Advertising in the 19th
century…

Advertising in the 20th
century…

Advertising in the 21st
century…

The future of advertising…

There is none.

Old school marketing:
People accept things because
they don't have a choice

Old school marketing:
People accept things because
they don't have a choice
- Information asymmetry
- Communication obstacles
- Power over media & tools

We scream.

We scream.
At anyone.

We scream.
Anyanyone.
At message.

We scream.
Anyanyone.
At message.
Anytime.

We scream.
InAt anyone.
Any message.
any channel.
Anytime.

This is not
working.

The new generation of
marketing is all about
understanding and respecting
the power of the user

The new generation of
marketing is all about
understanding and respecting
the power of the user

Power over:
- time
- tools
- media
- information
- their opinion

Power over:
- time

Power over:
- tools

Power over:
- tools

Power over:
- media

Power over:
- media

Power over:
- media

Power over:
- media

Power over:
- media

Power over:
- information

Power over:
- information

Power over:
- information

Power over:
- information

Power over:
- their opinion

You have to deliver value
through marketing.
Or just deliver value.

If you put helping the user at
any time first.
Even if you don’t feel that you
will benefit from it.
You will.

THE SOLUTION

Build marketing into the
product or service.
Make the product or service
so great that you don’t need
advertising.

“Everything that can be digital
will be digital”
Jeff Dachis,
CEO Razorfish

So how do I improve?

Improvement areas
1. Efficiency
2. Transparency
3. Dialogue

EFFICIENCY

TRANSPARENCY

“In the monarchy of web 1.0 the
content was king.
In the republic of web 2.0 the
context is president.“
Martin Deinoff
Yours truly

DIALOGUE

“So, could it be that the only accepted
tone of voice - in the future - is the
natural, human tone of voice?
And in that case, what role should an
advertising agency play?”
Paul Beelen,
Creative Director and bloger

Challenges for large brands:
 Be personal
 Keep a dialog
 Help without a hidden agenda
 Be real
 Be fast and agile

TAKEAWAY

 Be honest and true
 Help users, they will return the favor
 Ad value (by digital media)
 Avoid dead media. Now!
 Have fun

THANK YOU FOR YOUR
ATTENTION
+46 733 113 172
martin.deinoff@creuna.se
http://twitter.com/martindeinoff
CREUNA.SE