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Brandhome @ EXMA 2016

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Brandhomies Erik and Jef were invited to speak at EXMA 2016, at Bogota, Colombia. As thé largest marketing platform of South-America, the conference was home to over 5000 attendees to provide them with the most groundbreaking insights on marketing. This year, Brandhome was keynote speaker to discuss infobesity and Meaningful Marketing, next to marketing pioneers Uri Levine and Marc Randolph.

At Brandhome, we are eternal students, constantly looking for ways to expand our knowledge on marketing, this while sending some of our insights back into the marketing world. As experts in storytelling we always strive to create meaningfulness. This is a responsibility we take and endow in everything we do. After a week of creative and strategic expositions on marketing, networking, and also blowing off some branding steam, our Brandhomies came back fully inspired, a feeling they would also like to share with you.

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Brandhome @ EXMA 2016

  1. 1. MEANINGFUL MARKETING EXMA 2016
  2. 2. DONATE NOW www.brandhomefoundation.com
  3. 3. MEANINGFUL MARKETING EXMA 2016
  4. 4. ERIK SAELENS FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
 41 YEARS
 LIVE IN ANTWERP, BELGIUM
 MARRIED, 2 DAUGHTERS HOBBIES
  5. 5. PART 1: WHAT IS A BRAND? PART 2: INFORMATION OVERLOAD PART 3: IS THIS MEANINGFUL MARKETING? PART 4: THE MEANINGFUL MARKETING PROCESS PART 5: STORYTELLING PART 6: MEANINGFUL MARKETING MESSAGES TOPICS
  6. 6. PART 1: WHAT IS A BRAND?
  7. 7. A SMALL ELEMENT CAN SAY A LOT ABOUT A PERSON
  8. 8. ANGELINA JOLIE & BRAD PITT
  9. 9. BOB MARLEY
  10. 10. OLIVIA NEWTON JOHN & JOHN TRAVOLTA
  11. 11. LADY DI
  12. 12. A BALD MAN :)
  13. 13. BUT THE SAME CAN BE SAID FOR BRANDS
  14. 14. GREEN & COFFEE BAR
  15. 15. RED & SPORTS CAR
  16. 16. COLOUR
  17. 17. AROMA
  18. 18. AROMA
  19. 19. BRAND?
  20. 20. PACKAGING
  21. 21. SOUND
  22. 22. SOUND
  23. 23. PLACE
  24. 24. A BRAND CAN BE ANYTHING
  25. 25. MUCH MORE THAN A NAME
 MUCH MORE THAN A LOGO
 MUCH MORE THAN AN ADVERT BUT A BRAND IS MUCH MORE
  26. 26. A BRAND IS A BELIEF SYSTEM WHERE PEOPLE REWARD YOU WITH LOYALTY IF YOU KNOW HOW TO BE MEANINGFUL TO THEIR LIVES
  27. 27. PART 2: INFORMATION OVERLOAD
  28. 28. How many commercial messages do we receive every day?
  29. 29. 3500
  30. 30. 3500 messages equals: 4 messages every minute 1 message 
 every 15 seconds =
  31. 31. How many of you sleep with your smartphones on nightstand?
  32. 32. COMMERCIAL MESSAGES ARE EVERYWHERE
  33. 33. COMMERCIAL MESSAGES ARE EVERYWHERE
  34. 34. COMMERCIAL MESSAGES ARE EVERYWHERE
  35. 35. 90% of all data in the world has been generated over the last two years TRUE OR FALSE
  36. 36. TRUE 90% of all data in the world has been generated over the last two years
  37. 37. 28% of office workers’ time 
 is spent dealing with emails TRUE OR FALSE
  38. 38. TRUE 28% of office workers’ time 
 is spent dealing with emails
  39. 39. THE GOOD NEWS: OUR CAPABILITY OF PROCESSING INFORMATION HAS INCREASED 1950 consumable content 1960 1970 1980 1990 2000 2010 …
  40. 40. OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT
  41. 41. OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT
  42. 42. OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT
  43. 43. THE BAD NEWS: WE CAN’T KEEP UP WITH THE IMMENSE INCREASE OF INFORMATION PRODUCED 1950 consumable content 1960 1970 1980 1990 2000 2010 availablecontent perceived opportunity} actual opportunity} … *Davis; 2014
  44. 44. INABILITY TO ABSORB 
 AND PROCESS ALL 
 THE INFORMATION TO 
 WHICH WE ARE EXPOSED INFOBESITY
  45. 45. Stress-related illness contributes up to 30 sick days a year INFORMATION OVERLOAD THE FACTS Information overload costs the 
 U.S. economy $900 billion a year 42% attributed ill-health to this stress
  46. 46. INFORMATION
 FATIGUE
 SYNDROM (IFS) IF GIVEN TOO MUCH INFORMATION, 
 WE TEND TO SHUT DOWN INFOBESITY
  47. 47. INFORMATION FATIGUE SYNDROM (IFS) BURNOUT POOR 
 CONCEN- TRATION TRANS-LIKE STATE COMPULSION TO STAY CONNECTED LOWER IMMUNE RESPONSE HOSTILITYDEPRESSION
  48. 48. EVENTUALLY, WE WILL FIND A CURE FOR CANCER
  49. 49. BUT, WE WON’T FIND 
 A CURE FOR IFS
  50. 50. ARE MARKETERS RESPONSIBLE? “What if we don’t change at all… and something magical just happens?”
  51. 51. € 200 000 000 000 = the budget spent on overloading people with information
  52. 52. ARE MARKETERS RESPONSIBLE? FIND A WAY TO MAKE PEOPLE DEAL WITH 
 THE OVERLOAD OF INFORMATION DECREASE INFORMATION IN QUANTITY/ INCREASE INFORMATION IN QUALITY QUALITY > QUANTITY
  53. 53. PART 3: IS THIS MEANINGFUL MARKETING?
  54. 54. Savings have become more important than ever, so people will proactively search for it. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
  55. 55. If the price is acceptable, they are 
 still loyal to their favourite brands. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
  56. 56. A lot of consumers trade down and buy cheaper brands or private labels. If they do, they often don’t go back to the first ones. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
  57. 57. They are selective splurgers. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
  58. 58. They don’t stick to one channel. THE CONTEXT HAS CHANGED, AND SO HAS CONSUMER BEHAVIOUR
  59. 59. Up to 75% of digital advertising is NEVER seen
  60. 60. Up to 75% of digital advertising is NEVER seen How do we prevent this waste of money?
  61. 61. HOW TO PREVENT WASTE OF MONEY? BUILD BRAND MEMORY STRUCTURES IN THE MINDS OF YOUR CONSUMERS COMMUNICATE QUICK STICK TO THE CORE OF YOUR MESSAGE BE EASY TO RECOGNIZE MENTAL AVAILABILITY
  62. 62. HOW TO PREVENT WASTE OF MONEY? PHYSICAL AVAILABILITY WHICH LANDSCAPES ARE ALREADY SATURATED? DON’T GO THERE BE WHERE THE BUYING IS - ADVERTISE CLOSE TO YOUR SELLING POINT - BE PRESENT WITH YOUR PRODUCTS CLOSE TO YOUR (DIGITAL) ADVERTISEMENTS
  63. 63. HOW TO PREVENT WASTE OF MONEY? =meaningful marketing MENTAL AVAILABILITY PHYSICAL AVAILABILITY DON’T NARROW TARGET AUDIENCE TARGET IN DIFFERENT WAYS GET TO KNOW YOUR AUDIENCE & TARGET ON LIFESTYLE … NOT ON DEMOGRAPHICS OR SEGMENTS
  64. 64. WHAT MAKES MARKETING MEANINGFUL?
  65. 65. MEANINGFUL MARKETING = BEING MEANINGFUL IN YOUR MARKET READ: USE YOUR MARKETING IN A MEANINGFUL, TARGETED WAY 
 IN ORDER TO CONTRIBUTE OR IMPROVE YOUR CUSTOMERS’ LIFE, THE COMMUNITY, SOCIETY AND THEREFORE YOUR BUSINESS AS WELL.
  66. 66. WHEN IS MARKETING MEANINGFUL? IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
  67. 67. WHEN IS MARKETING MEANINGFUL? IF THE MESSAGE HAS THE RIGHT TIMING IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING
  68. 68. WHEN IS MARKETING MEANINGFUL? IF THE MESSAGE HAS THE RIGHT TIMING IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY
  69. 69. WHEN IS MARKETING MEANINGFUL? IF THE MESSAGE HAS THE RIGHT TIMING IF THE MESSAGE RESPONDS TO THE NEED A PERSON IS EXPERIENCING IF THE MESSAGE ADDRESSES YOU IN A PERSONAL WAY IF THE MESSAGE IS NOT ABOUT THE SENDER, BUT ABOUT THE RECEIVER
  70. 70. SO…
  71. 71. IF € 100,000 IS SPENT HOW WOULD YOU SPEND IT?
  72. 72. Spend it on 
 online banners
 for bottled water? Build 10 water wells 
 in poor African villages? If you were a drinkable water brand, would you:
  73. 73. Spend it on print advertising in magazines for running shoes? Organize free courses to educate people how to exercise and run healthy? If you were Nike, promoting running shoes, would you:
  74. 74. Spend it 
 on advertising in newspapers for banks who sell mortgages? Organize workshops 
 to teach young people how to deal with the financial aspect of living by yourself? If you were a bank, would you:
  75. 75. Invest €100K in promoting jobs to find the right skills? Invest €100K in people to make their skills match the needs of the market? If you were a HR company, would you:
  76. 76. Spend it on 
 a TV campaign for your detergents? Clean up 5 km2 of the City of Bogota? If you were a detergent manufacturer, would you:
  77. 77. Brandhome foundation: ‘Adopt a boxer!’
  78. 78. € 200 000 000 000 = the budget spent on overloading people with information IMAGINE THE DIFFERENCE WE COULD MAKE…
  79. 79. PART 4: THE MEANINGFUL MARKETING PROCESS
  80. 80. CONTENT TELLING STORIES! IS ABOUT DISTRIBUTING CONTENT IS ABOUT MEANING-
 FULNESS
  81. 81. PART 5: STORYTELLING
  82. 82. EXAMPLE TOMS SHOES
  83. 83. STEPS FOR BUILDING A STORY
  84. 84. storyline story storylining story storystorymining storytelling storyselling storybuying storyliving story
  85. 85. story mining storyline story story story story mining lining telling selling buying living
  86. 86. story liningstoryline story story story story mining lining telling selling buying living story story story story story story story story story story story story story story
  87. 87. story telling story story mining telling selling buying living concept story story story story lining
  88. 88. story selling mining selling buying living concept lining telling
  89. 89. story buying mining buying living concept lining telling selling
  90. 90. story living mining living R lining telling selling buying RR
  91. 91. PART 6: MEANINGFUL MARKETING MESSAGES
  92. 92. WHAT CAN YOU DO TO CONTRIBUTE 
 TO CURE OUR SOCIETY?
  93. 93. #1 BE A RESOURCE OF INFORMATION THAT HELPS PEOPLE SOLVE THEIR PROBLEMS
  94. 94. #2 BECOME A STRATEGIC PARTNER FOR BUSINESSES THAT COMPLEMENT YOURS
  95. 95. #3 REWARD YOUR LOYAL CUSTOMERS BY SURPRISING AND DELIGHTING THEM 
 WITH SPECIAL GIFTS 
 OR OFFERS
  96. 96. #4 GIVE PEOPLE THE ABILITY TO DEFINE THEMSELVES TOWARDS OTHERS
  97. 97. #5 STAND FOR SOMETHING 
 MORE THAN
 YOUR PRODUCTS OR SERVICES
  98. 98. #6 COMMUNICATE IN A RELATABLE WAY
  99. 99. #7 PLAY A ROLE IN IMPROVING YOUR CUSTOMERS’ QUALITY OF LIFE AND WELL-BEING
  100. 100. #8 TAP INTO SOCIAL DATA TO DISCOVER CUSTOMERS’ WANTS AND NEEDS AND CREATE TARGETED, PERSONALISED CAMPAIGNS
  101. 101. #9 COMMUNICATE AT THE RIGHT TIME AND PLACE AND 
 MAKE YOUR 
 MESSAGE RELEVANT
  102. 102. #10 
 DON’T BE A PIPELINE, BECOME A PLATFORM
  103. 103. 1.Be a resource of information that helps people solve their problems 2.Become a strategic partner for businesses that complement yours 3.Reward your loyal customers by surprising and delighting them with special gifts or offers 4.Give people the ability to define themselves toward others 5.Stand for something more than your products or services 6.Communicate in a relatable way 7.Play a role in improving your customers’ quality of life and well-being 8.Tap into social data to discover customers’ wants and needs, and create targeted, personalised campaigns 9.Communicate at the right time and place and make your message relevant 10.Don’t be a pipeline, become a platform
  104. 104. PART 7: 5 TAKE AWAYS
  105. 105. TAKE AWAY #1 MEANINGFUL MARKETING = WIN/WIN CONSUMERS = MORE HAPPINESS, LESS STRESS CORPORATES = LESS WASTE, MORE ROI
  106. 106. TAKE AWAY #2 IT IS TIME FOR BRANDS TO TAKE UP THEIR RESPONSIBILITIES
  107. 107. TAKE AWAY #3 TRADITIONAL MARKETING = DEAD
  108. 108. TAKE AWAY #4 THE NEXT 5 YEARS, MORE WILL CHANGE THAN THE PAST 50 YEARS
  109. 109. TAKE AWAY #5 MEANINGFULNESS CANNOT BE DEFINED. IT IS INDIVIDUAL FOR EVERY SENDER, AND EVERY RECEIVER.
  110. 110. BRANDHOME’S KNOW-HOW IS NOW AVAILABLE ON WWW.BRANDHOME.COM/BOOKS
  111. 111. THANKS TO
  112. 112. DONATE NOW www.brandhomefoundation.com

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