Digital Thinking on Marketing, Branding and Campaigning
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Digital Thinking on Marketing, Branding and Campaigning

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Lecture I did for the Rotterdam School of Management on March 19th 2013 on how the disruption of digital challenges us to rethink marketing, branding, advertising and campaigning.

Lecture I did for the Rotterdam School of Management on March 19th 2013 on how the disruption of digital challenges us to rethink marketing, branding, advertising and campaigning.

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Digital Thinking on Marketing, Branding and Campaigning Digital Thinking on Marketing, Branding and Campaigning Presentation Transcript

  • DIGITAL THINKING ON BRANDING, MARKETING AND CAMPAIGNING TOM DE BRUYNE FOUNDER/ CREATIVE DIRECTOR SUE AMSTERDAMTuesday, March 19, 13
  • THIS IS ME I AM TOM DE BRUYNE, I CO-FOUNDED AND WORK AS CREATIVE DIRECTOR AT CAMPAIGN AGENCY SUE AMSTERDAM I TWEET AT @TOMDEBRUYNE MAIL ME: TOM@SUEAMSTERDAM.COM I spoke at TEDX: http://sue.am/tom_at_tedx My slideshares are here: http://sue.am/tdb_slides And I cofounded the lingerie webshop www.Salondesir.comTuesday, March 19, 13
  • 1. DIGITAL IS DISRUPTING EVERYTHING 2. DISRUPTIVE THINKING IN MARKETING 3. DISRUPTING THE ADVERTISING AGENCYTuesday, March 19, 13
  • 1. DIGITAL IS DISRUPTING EVERYTHING 2. DISRUPTIVE THINKING IN MARKETING 3. DISRUPTING THE ADVERTISING AGENCYTuesday, March 19, 13
  • 1. DIGITAL IS DISRUPTING EVERY BUSINESS... INCLUDING MARKETINGTuesday, March 19, 13
  • DISRUPTION / CREATIVE DESTRUCTION 1. Change doesnt come overnight. Change comes from disruptive players 2. Disruptive innovation isn’t necessarily a new technology; it’s usually a recombination of existing technologies served up in disruptive way Chapter leaders nearly never see it coming bold here 3. Market 1: Insert heading in Put4.the subtitle in light hereby adding features, disruptors find ways Market leaders always respond to solve customer problems at lower costs, while stealing market share Clayton Christensen, The innovators dilemmaTuesday, March 19, 13
  • DISRUPTING MUSIC - COMPUTER - TELEPHONETuesday, March 19, 13
  • DISRUPTING AIRLINE TRAVEL (AND THE EU)Tuesday, March 19, 13
  • DISRUPTING THE HOTEL BUSINESSTuesday, March 19, 13
  • THE REAL MOBILE DISRUPTIONTuesday, March 19, 13
  • DISRUPTING THE TV EXPERIENCETuesday, March 19, 13
  • DISRUPTING THE NEWSPAPER (FINALLY)Tuesday, March 19, 13
  • (Reed’s law) DISRUPTING PRICING - DEALS ARE THE NEW NORMTuesday, March 19, 13
  • DISRUPTION OF CLASSIC BRANDING THROUGH NEW PERSUASIVE MODELS (AGGREGATORS)Tuesday, March 19, 13
  • (Reed’s law) DISRUPTION OF CLASSIC BRANDING THROUGH NEW PERSUASIVE MODELS (AGGREGATORS)Tuesday, March 19, 13
  • VS Link DISRUPTING THE INTERNET OF WITH THINGSTuesday, March 19, 13
  • I always think the big difference between the Makers and the corporate Internet Of Things (IOT) is that the IOT people are trying to make the world more efficient and controlled and the Makers are trying to make it more personal and magic. Theyre imagining objects that come to life like they do in Harry Potter. Russell Davies - The internet with thingsTuesday, March 19, 13
  • 1. DIGITAL IS DISRUPTING EVERYTHING 2. DISRUPTIVE THINKING IN MARKETING 3. DISRUPTING THE ADVERTISING AGENCYTuesday, March 19, 13
  • CREATIVE DISRUPTION CAN COME FROM DIFFERENT ANGLES: DISRUPTIVE PRODUCTS DISRUPTIVE CAMPAIGNS DISRUPTIVE BRANDSTuesday, March 19, 13
  • BUILD SMART SERVICES IN THE PRODUCTTuesday, March 19, 13
  • BUILD CONVERSATION INTO THE PRODUCT (DESIGN FOR EXCITEMENT)Tuesday, March 19, 13
  • REAL TIME CAMPAIGNING (pown or be powned)Tuesday, March 19, 13
  • vs CONTENT MARKETING: SERIOUS VS ENTERTAININGTuesday, March 19, 13
  • DISRUPTIVE BRANDING: HAVE AN INTERESTING BRAND BELIEF AND A COMMITMENTTuesday, March 19, 13
  • DISRUPTIVE BRANDING: HAVE AN INTERESTING BRAND BELIEF AND A COMMITMENTTuesday, March 19, 13
  • DISRUPTIVE CAMPAIGNING: TACTICS IS THE NEW CREATIVETuesday, March 19, 13
  • ADVERTISING IS NOT DEADTuesday, March 19, 13
  • 1. DIGITAL IS DISRUPTING EVERYTHING 2. DISRUPTIVE THINKING IN MARKETING 3. DISRUPTING THE ADVERTISING AGENCYTuesday, March 19, 13
  • DIGITAL IS A REVOLUTION IN CONSUMER BEHAVIOR, NOT IN MEDIA active consumer: passive consumer: searches for product excitement stumbles upon product excitement SEO Reviews Ratings Content Conversion boosters Brand contentTuesday, March 19, 13
  • WHERE DOES DISRUPTION COME FROM? ENTERTAINMENT COMPANIES DESIGN AGENCIES CONVERSION DRIVEN AGENCIES GOOGLE AND FACEBOOK CROWDSOURCING PLATFORMSTuesday, March 19, 13
  • "i want to see the industry redefine itself around human understanding. ... what an agency needs to do is to use ideas and turn human understanding into business advantage for our clients. that is a big broad definition. much broader than the kind of narrow persuasive definition that most people have in their head when they think about an advertising agency". Rory SutherlandTuesday, March 19, 13
  • MY LITTLE PROPOSAL: The future agency is a campaigning agency that designs conversationworthy products and builds and converts audiences for them. This will mean the end of the media vs digital vs advertising agencies. The future of advertising is creative sellingTuesday, March 19, 13
  • tom@sueamsterdam.com 06 553 60 771Tuesday, March 19, 13