2. Ideas that spread, win
Can you get your idea to spread, or not?
Seth Godin, Malcolm Gladwell, 2000
3. “The world evolves around me”
Growing up in the digital age
4. > Choice
Endless choice of the same quality brands
within every single marketplace
5. When too many choices
and too li-le .me,
the obvious thing to do
is to ignore stuﬀ...
6. Unless... it’s remarkable
Stuﬀ worth making a remark about
= conversaQon value
7. TV adverQsing is about
average products for average people
hard to be remarkable,
easy to ignore
8. The internet is a network of
people who seek, snack and share
stuﬀ of mutual interest and beneﬁt
9. Focus on people who are listening
and maybe they tell their friends
people who care, seek, listen, share
10. “Nearly all successful web based concepts
are about communicaQon among people.
Lemz opQmizes this core insight in all
acQvaQon concepts and posiQons brands
not as dominators but social facilitators.”
Dutch SpinAwards jury
‘InteracQve Agency of 2007’
11. Meaningful (inter)acQon
is the key experience
Essence of brand acQvaQon
12. Through meaningful (inter)acQon
people invite brands into their daily lives
Pull, not push
13. Meaningful (inter)acQon
that leads to conversaQon value
and brand advocacy
Ge`ng the idea to spread
14. How to create relevant meaning
as driver for (inter)acQon
Care about consumers as human
beings and ciQzens, who probably
don’t care about your brand
please explain again
Who are [you]?
What do [you] do?
Why does it maeer?
Do you pracQce what [you] preach?
Your brand is not what you say it is,
it is what people say it is
Or rather: what they feel it is
Connect the brand essence
or brand proposiQon
with latent consumer concern
20. The movement towards brands
addressing social and environmental
concern is gathering momentum.
Consumer concern becomes