STOP YOUR BORING M.O.N.O.L.O.G.U.E.S.!

TORSTEN HENNING HENSEL PARTNER // CREATIVE CONSULTANT NOUVÉ // WWW.NOUVE.EU STOP YOUR BORING M.O.N.O.L.O.G.U.E.S! IT‘S TIME FOR BRANDED CONTENT BERLIN // SEPTEMBER 2010

TODAY’S TECHNOLOGY ALLOWS THE TRANSPORT OF UNLIMITED DATA AND WWW.FLICKR.COM/PHOTOS/SANCHOME/72767610 THUS AN UNLIMITED INDIVIDUALI- SATION IN A PERMANENT DIALOGUE.

THANKS TO THE NEW TECHNOLOGIES, A VAST NUMBER OF COMMUNICATION CHANNELS HAS RISEN THAT INVOLVE THE CONSUMER BETTER THAN EVER.

AT THE SAME TIME, TECHNOLOGY ALLOWS CONSUMERS TO SKIP ADVERTISING

THUS, THE QUESTION IS: WHY DO MARKETERS STILL WASTE THEIR MONEY AND OUR TIME WITH THE DISTRIBUTION OF OLD-FASHIONED, NON-INTERACTIVE TVCS AND ADS?

”PEOPLE DON‘T LIKE ADS. THE MORE ACCESS PEOPLE HAVE TO TECHNOLOGY, THE MORE THEY WILL USE IT TO SKIP ADVERTISING. WHEN YOU AS A CONSUMER WANT CONTENT, YOU JUST WANT CONTENT. YOU DON‘T WANT TO BE INTERRUPTED!“ BOB GARFIELD: THE CHAOS SCENARIO 2.0

ADVERTISING WAS YESTERDAY. CONTENT IS THE FUTURE. ADVERTISING BANNED: SAO PAUL O 2005 AND 2007

THE INTERNET IS ENABLING CONVERSATIONS AMONG HUMAN BEINGS THAT WERE SIMPLY NOT POSSIBLE IN THE ERA OF MASS MEDIA. THESE NETWORKED CONVERSATIONS ARE ENABLING POWERFUL NEW FORMS OF SOCIAL ORGANIZATION AND KNOWLEDGE EXCHANGE TO EMERGE. AS A RESULT, MARKETS ARE GETTING SMARTER, MORE INFORMED, MORE ORGANIZED. PARTICIPATION IN A NETWORKED MARKET CHANGES PEOPLE FUNDAMENTALLY. FROM: THE CLUETRAIN MANIFESTO, 1999

THE NEW COMMUNICATION SCENARIO CREATES THE TYPE OF A CRITICAL USER WHO ACTIVELY SEEKS FOR INFORMATION INSTEAD OF PASSIVELY CONSUMING IT. WWW.FLICKR.COM/PHOTOS/GUILLERMODURAN/2079885792

PEOPLE IN NETWORKED MARKETS HAVE FIGURED OUT THAT THEY GET FAR BETTER INFORMATION AND SUPPORT FROM ONE ANOTHER THAN FROM VENDORS. THE NETWORKED MARKET KNOWS MORE THAN COMPANIES DO ABOUT THEIR OWN PRODUCTS. AND WHETHER THE NEWS IS GOOD OR BAD, THEY TELL EVERYONE. WWW.FLICKR.COM/PHOTOS/GUILLERMODURAN/2148607872 FROM: THE CLUETRAIN MANIFESTO, 1999

THIS NEW USER IS MUCH MORE POWERFUL THAN YESTERDAY‘S CONSUMERS. HE WANTS TO HAVE A SAY AND CO-CREATE THINGS. WWW.FLICKR.COM/PHOTOS/VILLAGE9991/4032279348

THE NEW USER UNDERSTANDS HIMSELF AS A DIALOGUE PARTNER, NOT AS A TARGET. BRANDS HAVE TO MATCH HIS SELF-CONCEPT, WWW.FLICKR.COM/PHOTOS/POUNKIE/4690428587 NOT VICE VERSA.

BRANDS HAVE TO FASCINATE THIS KIND OF USER – AND TO STOP PENETRATING HIM WITH ADS. THE NEW USER REQUESTS THE INFORMATION BY HIMSELF. WWW.FLICKR.COM/PHOTOS/ASPIDISTRA/3041021769

THUS, BRANDS NEED RELEVANT CONTENT: INFOTAINMENT, ENTER- TAINMENT AND/OR SERVICE. WWW.FLICKR.COM/PHOTOS/JESSIE-ROWLANDS/2772606977

RELEVANT CONTENT HELPS TO GENERATE PUBLICITY MUCH EASIER AND CHEAPER THAN BEFORE. USERS WILLINGLY HELP TO SHARE, BUILD UP AND CO-CREATE CONTENT. WWW.FLICKR.COM/PHOTOS/JESSIE-ROWLANDS/2772152504

BRANDS WHICH HAVE NO RELEVANT CONTENT TO OFFER WILL (SOONER OR LATER) GET IN TROUBLE. EVEN THE BIGGEST AD BUDGETS WON‘T HELP THEM AS THE CONSUMERS SKIP WWW.FLICKR.COM/PHOTOS/10698020@N08/4200675564 THEIR ADS.

WE ARE IMMUNE TO ADVERTISING. IF YOU WANT US TO TALK TO YOU, TELL US SOMETHING. MAKE IT SOMETHING INTERESTING FOR A CHANGE. FROM: THE CLUETRAIN MANIFESTO, 1999 WWW.FLICKR.COM/PHOTOS/33409140@N04/3351916041

”WE NEED TO REINVENT THE WAY WE MARKET TO CONSUMERS.“ A.G. LAFLEY , CHAIRMAN PROCTER & GAMBLE

”WHAT WE NEED IS A MIND-SET SHIFT THAT WILL MAKE US RELEVANT TO TODAY'S CONSUMERS, A MIND-SET SHIFT FROM 'TELLING AND SELLING' TO BUILDING RELATIONSHIPS.“ JIM STENGEL, CMO PROCTER & GAMBLE

BRANDED CONTENT HELPS TO BUILD THE RELATIONSHIPS BETWEEN CONSUMERS AND BRANDS. WWW.FLICKR.COM/PHOTOS/SCAR_/1727641766

BRANDED CONTENT IS ANY CONTENT PAID FOR BY AN ADVERTISER WITH WWW.FLICKR.COM/PHOTOS/LOLLYKNIT/417661856 THE AIM OF REFLECTING THEIR OWN BRAND VALUE WITHIN.

COMPANIES SHOULD START TO PRODUCE BRANDED CONTENT TO WWW.FLICKR.COM/PHOTOS/24316996@N05/4166382337 CONNECT WITH THE CONSUMERS AND THEIR WORLD.

”THE SOLE ROLE OF FUTURE ADVERTISING WILL BE TO DRIVE TRAFFIC TO THE WEBSITES – WHERE PEOPLE CAN DIVE INTO A BROADER BRAND EXPERIENCE“ BOB GARFIELD: THE CHAOS SCENARIO 2.0

THANK YOU! WANT TO KNOW MORE? GET IN CONTACT: TOUCH.NOUVE.EU COPYRIGHT © NOUVÉ ALL COGNITIONS, DOCUMENTS AND METHODS PRESENTED BY NOUVÉ IN THE FOREGOING CONCEPT WILL REMAIN THE AGENCY‘S INTELLECTUAL PROPERTY. UTILISATION OF THE PRESENTED IDEAS, TEXTS, GRAPHIC DESIGNS, TIMETABLES, PLANNINGS, FOTOS, MOVING PICTURES AND SOUND MATERIALS AS WELL AS OTHER STORED MEDIA ASSOCIATED WITH THIS CONCEPT IS RESTRICTED TO THE REALISATION IN CONJUNCTION WITH NOUVÉ. ALL REALISATION AND UTILSATION IS ONLY ALLOWED ON THE BASIS OF A CONTRACT AND ITS FULFILLING WITH THE ORIGINATORS / RIGHTS OWNERS. RIGHTS OF USE WILL ONLY BE GRANTED ON THE BASIS OF THIS CONTRACT THAT WILL ALSO REGULATE THEIR EXTENT REGARDING TIME, SPACE, CONTENT, INTENTION AND MANNER OF USE. ALL REALISATION AND UTILISATION (IN WHOLE OR PARTS) DEVIANT FROM THIS REGULATIONS AS WELL AS A PROPAGATION TO THIRD PARTIES ARE A VIOLATION OF COPYRIGHT WITH ALL ITS LEGAL CONSEQUENCES.

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STOP YOUR BORING M.O.N.O.L.O.G.U.E.S.!

by Torsten Henning Hensel

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