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Brandhome speaks at Get tomorrow 2017

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How to be a meaningful brand? Google could give you answers, but no solutions. Erik Saelens, Brandhome's Founder and Executive Strategic Director, spoke at Get tomorrow in Helsinki, Finland. He shared his vision of what we at Brandhome call “purpose conscious” media. In a world where anxiety is up and trust is down, media need to become more aware of the fundamental role they play in supporting brands in their quest to become and remain meaningful.

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Brandhome speaks at Get tomorrow 2017

  1. 1. GET TOMORROW HELSINKI, FINLAND | 12 - 10 - 2017 ERIK SAELENS
  2. 2. ERIK SAELENS FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
 43 YEARS
 LIVES IN ANTWERP, BELGIUM MARRIED, 2 DAUGHTERS MOTTO: EQUAL OPPORTUNITIES
  3. 3. WHY MEANINGFUL BRANDS NEED PURPOSE CONSCIOUS (MASS) MEDIA
  4. 4. Q = QUESTION ERIK - FLEMISH A = ANSWER MRS. X - FINNISH Q: I LOVE INTERACTIVITY WITH THE AUDIENCE A: THAT DOES NOT WORK WELL IN FINLAND Q: WHY? A: FINS DON’T TALK, THEY TWITTER
  5. 5. PERHAPS BETTER TALK?
  6. 6. WHY ARE ALL OF US HERE TODAY?
  7. 7. IMPACT BUSINESS BRANDS SOCIETY CULTURE PEOPLE FUTURE …
  8. 8. BLEAKNESS
  9. 9. WHY MEANINGFUL BRANDS NEED PURPOSE CONSCIOUS (MASS) MEDIA
  10. 10. MOKUSATSU
  11. 11. IF THE CONFUSION IN NUCLEAR SCIENCE WOULD BE 5% OF WHAT IT IS IN OUR BUSINESS, THEN THE WORLD WOULD HAVE BEEN DESTROYED BY AN ATOMIC DISASTER ALREADY A LONG TIME AGO
  12. 12. BRAND MEANINGFUL PURPOSE CONSCIOUS (MASS)MEDIA
  13. 13. MEDIA IS…
  14. 14. THE MEANS OF COMMUNICATION, AS RADIO AND TELEVISION, NEWSPAPERS, MAGAZINES, AND THE INTERNET, THAT REACH OR INFLUENCE PEOPLE WIDELY MERRIAM-WEBSTER
  15. 15. ANY ENABLER* THAT GUARANTEES YOU A TRUSTED CARRY OVER OF YOUR MESSAGE * ANYTHING: A TOOL, A THING, A PERSON… ERIK SAELENS
  16. 16. A BRAND IS…
  17. 17. A STORY IN YOUR BRAIN
  18. 18. SIMILARITIES?
  19. 19. DIFFERENCES?
  20. 20. PRICE SPAN?
  21. 21. A BRAND IS AN IMMATERIAL ASSET
  22. 22. CREATES INELASTICITY
  23. 23. MUCH MORE THAN A NAME
 MUCH MORE THAN A LOGO
 MUCH MORE THAN AN ADVERT A BRAND IS MUCH MORE
  24. 24. A BELIEF SYSTEM
  25. 25. A BRAND IS A BELIEF SYSTEM WHERE PEOPLE REWARD YOU WITH INELASTICITY IF YOU KNOW HOW TO BE MEANINGFUL TO THEIR LIVES
  26. 26. BRAND MEANINGFUL PURPOSE CONSCIOUS (MASS)MEDIA
  27. 27. MEANINGFUL PURPOSE CONSCIOUS
  28. 28. MEANINGFUL MAKING A DIFFERENCE/BE RELEVANT PURPOSE THE REASON WHY SOMETHING IS DONE/CREATED/EXISTS CONSCIOUS BEING AWARE/RESPONDING TO ONE’S SURROUNDINGS
  29. 29. VALIO GROUP CORPORATE RESPONSIBILITY, VALUES AND OPERATING POLICY COMPANY Our mission: We create well-being and taste sensations responsibly. Our values: Personal responsibility; Listening to customers and consumers, and exceeding their expectations; Caring for people, animals and the environment, succeeding together. Our goal: International profitable growth with world class value added. Promise Implementation We promote Finnish milk production. We pay all our profit to our owners, Finnish dairy farmer entrepreneurs. From our owners’ perspective, the goal is to pay the highest raw milk price in Europe to the owner entrepreneurs. We generate financial well-being in Finland. In 2015, Valio Group generated income of over one billion euros in Finland. We employ directly and indirectly around 30,000 Finns. We secure the vitality of the countryside in Finland. We favour domestic suppliers whenever feasible in terms of quality, availability, and sustainable business. We have identified and take our stakeholders’ expectations into account in our business operations. We take our stakeholders’ expectations into account in the development of our business operations. We grant, on consideration, political subsidies according to the equality principle, to candidates who we believe act in a manner that promotes Valio’s business environment. We have reviewed our operations’ value chain and societal impact, and update the goals for responsible operations on the basis thereof. We have identified risks in our business operations and manage them accordingly. We continuously develop risk evaluation and management procedures to ensure the safety of products and operations, and the continuity of business operations. We regularly map, working together with insurance companies, the accident risks related to our business operations and production plants. The risks have been insured in accordance with Valio’s insurance guidelines. We take the continuity of our business operations into account, on a broad front, especially in milk steering, and in securing the operation of production and commodities systems. To handle exceptional situations, we have drawn up plans for product recalls, crisis communications, and production rearrangement, as well as specific restart plans for the production plants. We comply with the ten principles of the UN Global Compact, and consequently the following: Universal Declaration of Human Rights ILO Declaration on Fundamental Principles and Rights at Work Rio Declaration on Environment and Development United Nations Convention Against Corruption In all our operations, we are committed to the core values related to human rights, principles at work, the environment, and anti-corruption activities, in accordance with those declarations. We comply with Finnish and EU legislation as well as contracts made with our customers in domestic and international sales. Countries in which we have our own company we comply with local legislation and contracts made with our customers. We continuously monitor the legislation and ensure ongoing compliance in our operations. Our communication is timely, truthful and interactive. We do not disclose Valio’s or its partners’ business secrets.
  30. 30. TIP: READ THE BOOK & CREATE YOUR OWN VISION WWW.BRANDHOME.COM/BOOKS THE MARKETING OF MEANING WHY PURPOSE MARKETS ITSELF
  31. 31. LET’S TALK ABOUT THE MEDIA PART
  32. 32. HOLISTIC CONCEPT, FRAMEWORK FOR INSPIRATION ON HOW MEDIA SHOULD LOOK AT PEOPLE BUYING & BUILDING THE BRAND
  33. 33. MEDIA THAT SUPPORT MEANINGFUL BRANDS = PURPOSE CONSCIOUS MEDIA
  34. 34. CONSCIOUS MEDIA
  35. 35. ALL MEDIA - REACH - TECHNOLOGY LED - DATA DRIVEN - CONTENT - EFFICIENCY - SAFETY - CONVERGENCE - LOGIC - EXCLUSIVE - ARTIFICIAL INTELLIGENCE - COGNITIVE DEPENDENCY PURPOSE CONSCIOUS MEDIA ?
  36. 36. ALL PURPOSE CONSCIOUS MEDIA, ARE MEDIA BUT NOT ALL MEDIA, ARE PURPOSE CONSCIOUS MEDIA
  37. 37. HOW MANY COMMERCIAL MESSAGES DO WE RECEIVE EVERY DAY?
  38. 38. 3.500
  39. 39. 3.500 MESSAGES EQUALS: 4 MESSAGES EVERY MINUTE 1 MESSAGES EVERY 15 SECONDS =
  40. 40. HOW MANY OF YOU SLEEP WITH YOUR SMARTPHONES ON THE NIGHTSTAND?
  41. 41. COMMERCIAL MESSAGES ARE EVERYWHERE
  42. 42. COMMERCIAL MESSAGES ARE EVERYWHERE
  43. 43. COMMERCIAL MESSAGES ARE EVERYWHERE
  44. 44. 90% OF ALL DATA IN THE WORLD HAS BEEN GENERATED OVER THE LAST TWO YEARS TRUE OR FALSE
  45. 45. 28% OF OFFICE WORKERS’ TIME 
 IS SPENT DEALING WITH EMAILS TRUE OR FALSE
  46. 46. THE GOOD NEWS: OUR CAPABILITY OF PROCESSING INFORMATION HAS INCREASED 1950 1960 1970 1980 1990 2000 2010 … CONSUMABLE CONTENT
  47. 47. OUR BODIES ARE EVOLVING TO ADAPT TO OUR CONTEXT
  48. 48. 1950 1960 1970 1980 1990 2000 2010 PERCEIVED OPPORTUNITY} ACTUAL OPPORTUNITY} … THE BAD NEWS: WE CAN’T KEEP UP WITH THE IMMENSE INCREASE OF INFORMATION PRODUCED
  49. 49. INABILITY TO ABSORB 
 AND PROCESS ALL 
 THE INFORMATION TO 
 WHICH WE ARE EXPOSED INFOBESITY
  50. 50. 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 {
  51. 51. INFORMATION
 FATIGUE
 SYNDROM (IFS) IF GIVEN TOO MUCH INFORMATION WE TEND TO SHUT DOWN INFOBESITY
  52. 52. INFORMATION FATIGUE SYNDROM (IFS) BURNOUTPOOR 
 CONCENTRATION TRANCELIKE STATE COMPULSION TO STAY CONNECTED LOWER IMMUNE RESPONSE HOSTILITYDEPRESSION
  53. 53. € 200.000.000.000= THE BUDGET SPENT ON OVERLOADING PEOPLE WITH INFORMATION
  54. 54. EVENTUALLY, WE WILL FIND A CURE FOR CANCER
  55. 55. BUT, WE WON’T FIND 
 A CURE FOR IFS
  56. 56. ARE MEDIA RESPONSIBLE? “WHAT IF WE DON’T CHANGE AT ALL… AND SOMETHING MAGICAL JUST HAPPENS?”
  57. 57. FIND A WAY TO MAKE PEOPLE DEAL WITH 
 THE OVERLOAD OF INFORMATION DECREASE INFORMATION IN QUANTITY INCREASE INFORMATION IN QUALITY QUALITY > QUANTITY
  58. 58. RELEVANCE PURPOSE CONSCIOUS MEDIA ARE
  59. 59. PURPOSE CONSCIOUS MEDIA - RELEVANCE ALL MEDIA - REACH - TECHNOLOGY LED - DATA DRIVEN - CONTENT - EFFICIENCY - SAFETY - CONVERGENCE - LOGIC - EXCLUSIVE - ARTIFICIAL INTELLIGENCE - COGNITIVE DEPENDENCY
  60. 60. PENICILLIN PACEMAKERS PLASTICS VIAGRA POST-IT-NOTES TEABAGS
  61. 61. ERRORS CREATIVITY INNOVATION PURPOSE CONSCIOUS MEDIA ARE
  62. 62. PURPOSE CONSCIOUS MEDIA - RELEVANCE - ERRORS - CREATIVITY ALL MEDIA - REACH - TECHNOLOGY LED - DATA DRIVEN - CONTENT - EFFICIENCY - SAFETY - CONVERGENCE - LOGIC - EXCLUSIVE - ARTIFICIAL INTELLIGENCE - COGNITIVE DEPENDENCY
  63. 63. TODAY’S SCIENTISTS HAVE SUBSTITUTED MATHEMATICS FOR EXPERIMENTS, AND THEY WANDER OFF THROUGH EQUATION AFTER EQUATION, AND EVENTUALLY BUILD A STRUCTURE WHICH HAS NO RELATION TO REALITY
  64. 64. AUTOMATION <> ASSIMILATION … IT’S A THIN LINE THAT SETS THEM APART
  65. 65. WHO IS THE RHYTHM BEHIND THE ALGORITHM
  66. 66. BENETTON AD AS IT WAS
  67. 67. LIMITED REAL BLOODSTAINED T-SHIRT REAL COMBAT PANTS BENETTON AD AS IT WOULD BE DESIGNED BY A COMPUTER
  68. 68. LIMITED REAL BLOODSTAINED T-SHIRT REAL COMBAT PANTS
  69. 69. PEOPLE SHARE EMOTIONS NOT ALGORITHMS
  70. 70. LOOK AT THIS LOVELY COMMERCIAL OF A BABY
  71. 71. LOOK AT THIS COOL ALGORITHM THAT HAS BEEN FOLLOWING ME FOR DAYS NOW
  72. 72. BEING EFFICIENT IS ABOUT DOING THINGS RIGHT BEING EFFECTIVE IS ABOUT DOING THE RIGHT THINGS
  73. 73. EFFECTIVENESS DIVERGENCE FLUID INTELLIGENCE PURPOSE CONSCIOUS MEDIA ARE
  74. 74. PURPOSE CONSCIOUS MEDIA - RELEVANCE - EFFECTIVENESS - ERRORS - DIVERGENCE - CREATIVITY - FLUID INTELLIGENCE ALL MEDIA - REACH - TECHNOLOGY LED - DATA DRIVEN - CONTENT - EFFICIENCY - SAFETY - CONVERGENCE - LOGIC - EXCLUSIVE - ARTIFICIAL INTELLIGENCE - COGNITIVE DEPENDENCY
  75. 75. FAKE NEWS RELEASED CORRECTION NEWS FACT CHECKING 13 HOURS HOW LONG?
  76. 76. LAUNCH NUCLEAR MISSILE 4 MINUTES HOW LONG?
  77. 77. TIPPING POINT
  78. 78. LIEMYTHLEGENDTRUTH TALES STORIES
  79. 79. PEOPLE FIRST TRUST PEOPLE THEN THEY TRUST THE STORIES THEY TELL THEN THEY TRUST BRANDS ERIK SAELENS
  80. 80. FAKE NEWS X INFORMATION OVERLOAD = {DIS-INTEREST IN MEDIA DIS-INTEREST IN BRANDS
  81. 81. WHAT’S THE DEFINITION OF HONEST MEDIA? AN HONEST JOURNALIST?
  82. 82. FACTS + INTERPRETATION = TRIPLE-A STORIES = TRIPLE-A JOURNALISM
  83. 83. - GOOD STORIES - NEED TO BE TRIPLE-A - AUTHENTIC - ACCOUNTABLE - ACTIVATING
  84. 84. TAKE THE FAKE OUT
  85. 85. TRUTH FACT DRIVEN PEOPLE LED PURPOSE CONSCIOUS MEDIA ARE
  86. 86. PURPOSE CONSCIOUS MEDIA - RELEVANCE - PEOPLE LED - FACT DRIVEN - TRUTH - EFFECTIVENESS - ERRORS - DIVERGENCE - CREATIVITY - FLUID INTELLIGENCE ALL MEDIA - REACH - TECHNOLOGY LED - DATA DRIVEN - CONTENT - EFFICIENCY - SAFETY - CONVERGENCE - LOGIC - EXCLUSIVE - ARTIFICIAL INTELLIGENCE - COGNITIVE DEPENDENCY
  87. 87. WHO THINKS THESE BRANDS CAN GO BANKRUPT?
  88. 88. GOOGLE
  89. 89. FACEBOOK
  90. 90. AMAZON
  91. 91. USURPERS
  92. 92. SCARCE VALUE
  93. 93. WHAT SCARCE ITEM COMES AFTER CLEAN AIR, CLEAN WATER AND TIME?
  94. 94. PRIVACY THE RIGHT/PRIVILEGE TO BE FORGOTTEN
  95. 95. SEARCH MARKET SHARE GOOGLE 92% BING 3% YAHOO 2%
  96. 96. TELCO & PRIVACY
  97. 97. BRANDHOMEEXPERIENCECURVE® F EF brand/productexperience low high - + lowinvolvement :functional :emotional highinvolvement +experience -experience DANGERZONE COMMODITIZATION PRESSURE ADDED-VALUE F E F F E FF E FF E EFF E F E F FE
  98. 98. MONEY CAN CHANGE THE WORLD
  99. 99. NOT BECAUSE OF THE FEW THAT HAVE THE MOST MONEY BUT BECAUSE OF THE MOST THAT HAVE THE FEW MONEY
  100. 100. WE DECIDE WHERE THE MONEY GOES
  101. 101. CONCENTRATION OF POWER IS…
  102. 102. WE SHAPE OUR BUILDINGS THEREAFTER THEY SHAPE US WINSTON CHURCHILL
  103. 103. WE SHAPE OUR BRANDS THEREAFTER THEY SHAPE US
  104. 104. WE ARE HUMAN IF WE CAN DREAM IT WE CAN CHANGE IT
  105. 105. COGNITIVE INDEPENDENCY INCLUSIVE HUMAN PURPOSE CONSCIOUS MEDIA ARE
  106. 106. PURPOSE CONSCIOUS MEDIA - RELEVANCE - PEOPLE LED - FACT DRIVEN - TRUTH - EFFECTIVENESS - ERRORS - DIVERGENCE - CREATIVITY - INCLUSIVE - FLUID INTELLIGENCE - COGNITIVE INDEPENDENCY IT’S HUMAN ALL MEDIA - REACH - TECHNOLOGY LED - DATA DRIVEN - CONTENT - EFFICIENCY - SAFETY - CONVERGENCE - LOGIC - EXCLUSIVE - ARTIFICIAL INTELLIGENCE - COGNITIVE DEPENDENCY IT’S A MACHINE
  107. 107. PURPOSE CONSCIOUS MEDIA - RELEVANCE - PEOPLE LED - FACT DRIVEN - TRUTH - EFFECTIVENESS - ERRORS - DIVERGENCE - CREATIVITY - INCLUSIVE - FLUID INTELLIGENCE - COGNITIVE INDEPENDENCY ?
  108. 108. PURPOSE CONSCIOUS MEDIA - RELEVANCE - PEOPLE LED - FACT DRIVEN - TRUTH - EFFECTIVENESS - ERRORS - DIVERGENCE - CREATIVITY - INCLUSIVE - FLUID INTELLIGENCE - COGNITIVE INDEPENDENCY ? ? ?
  109. 109. PURPOSE CONSCIOUS MEDIA - RELEVANCE - PEOPLE LED - FACT DRIVEN - TRUTH - EFFECTIVENESS - ERRORS - DIVERGENCE - CREATIVITY - INCLUSIVE - FLUID INTELLIGENCE - COGNITIVE INDEPENDENCY ? ?
  110. 110. WHAT’S THE VALUE OF FREE?
  111. 111. FREE CONTENT CAN’T BE TRUE TRUE CONTENT CAN’T BE FREE NO TRUTH, NO MEANING “INFORMATION WANTS TO BE FREE” DILEMMA BUT AT WHAT (IN)DIRECT COST
  112. 112. THE VALUE OF THE SWEET SPOT
  113. 113. HIGH TRUST LOW TRUST HIGH REACHLOW REACH VALUE PROTECT IT FAKE KILL IT PRAY FOR HELP FORGOT IT NICHE LEVERAGE IT
  114. 114. LOW TRUST HIGH TRUST PEOPLE STORIES BRANDS ALL MEDIA SOCIAL MEDIA SWEET SPOT OF PURPOSE CONSCIOUS MEDIA
  115. 115. BRANDHOMEEXPERIENCECURVE® F EF brand/productexperience low high - + lowinvolvement :functional :emotional highinvolvement +experience -experience DANGERZONE COMMODITIZATION PRESSURE ADDED-VALUE F E F F E FF E FF E EFF E F E F FE
  116. 116. CREATES INELASTICITY
  117. 117. MEANINGFUL BRANDS (SHOULD) EXPECT FROM PURPOSE CONSCIOUS MEDIA & VICE VERSA 10 THINGS
  118. 118. WE UNDERSTAND YOU WANT TO MAKE MONEY YOU UNDERSTAND THAT FOR US MONEY IS A BY-PRODUCT OF WHAT WE DO, OUR PURPOSE 01.
  119. 119. WE UNDERSTAND THAT JOURNALISM PROTECTS THE REALM OF EQUAL OPPORTUNITIES ALTHOUGH IT IS YOUR BURDEN, IT IS AND SHOULD BE THE CLOSEST TO THE FACTS IF CONTENT MAKERS* ARE UNTRUSTED, SO ARE WE *JOURNALISTS & OTHERS 02.
  120. 120. RESPECT THE PRIVACY OF OUR CUSTOMERS $MART DATA = BIG DATA ACCEPTED BY OUR CUSTOMERS 03.
  121. 121. THE BEST CREATIVE MEDIA WORK IS NEVER SHOWN TAKE OUR FEAR AWAY * ORGANISE THE FESTIVAL FOR THE NEVER-SHOWN WORK 04.
  122. 122. THE NEXT 50 YEARS WE WILL NEED LOCAL MEDIA MORE THAN EVER TO BUILD THE MENTAL STRETCH IN ORDER TO UNDERSTAND GLOBALISATION …AND KEEP THE PEACE 05.
  123. 123. 19h30 up to basketball training by car: CITROÊN BERLINGO, outfit shoes AIR JORDAN VI, shorts CHAMPION, T-shirt NIKE, after training, have a drink in the cafeteria 1 ice tea green LIPTON, 1 COCA-COLA, preferably in a green COCA COLA bottle 07h30 wake up when music alarm NOKIA mobile goes off, playing Don McLean’s American Pie; put on ADIDAS slippers; cornflakes for breakfast: All- Bran Fruit n Fibre KELLOGS with everyday milk (COLRUYT); reading GAZET VAN ANTWERPEN 08h00 showering: shower gel ALDI, shampoo HEAD & SHOULDERS, tooth brushing SENSODYNE, with toothbrush AQUAFRESH, deodorant DOVE, getting dressed, underpants C&A or HEMA, socks PUMA or ZEEMAN, trousers H&M, T-shirt VOLCOM, Shoes Air Max 1 NIKE, Hoodie DICKIES, Jacket Fred Perry 08h30 off to BRANDHOME by tram DE LIJN using BUZZY PASS, put in a FOSSIL wallet 09h00 arrive at BRANDHOME, drink a cup of PICKWICK tea, switch on APPLE computer, make pictures with NIKON camera, listen to radio: STUDIO BRUSSEL 13h00 lunch, sandwiches (bread from PANOS), with LEERDAMMER cheese, ham, groceries and DEVOS LEMMENS mayonnaise 18h00 go home by tram, playing NOKIA game 18h30 pizza bolognaise DR. OETKER and SUNLAND juice, internet laptop HEWLETT PACKARD, operating system WINDOWS 7, checking mail at MSN MESSENGER & HOTMAIL, home page GOOGLE, check FACEBOOK 22h00 meet friends to play golf on the WII or a poker evening with CARTAMUNDI poker set and POKESTARS cards / 23.30h midnight snack banana CHIQUITA, yogurt DANONE 19h00 news report at EEN, reading HUMO
  124. 124. MEANINGFUL BRANDS CHERISH DIFFERENCES PURPOSE CONSCIOUS MEDIA AMPLIFY THIS 06.
  125. 125. MEANINGFUL BRANDS LOVE PURPOSE CONSCIOUS MEDIA AND VICE VERSA BECAUSE THE PEOPLE WORKING AT THESE MEDIA ARE INTRINSICALLY BETTER MOTIVATED 07.
  126. 126. WE EXPECT YOU TO BE ALWAYS THERE WE DON’T EXPECT YOU TO BE ALWAYS ON 08.
  127. 127. MEANINGFUL BRANDS WILL DISCONTINUE TO FUEL DUOPOLIS NOT JUST BECAUSE THEY WANT TO BUT BECAUSE THEIR CUSTOMERS WILL FORCE THEM 09.
  128. 128. LET’S GET MORE OUT OF LESS YOU, WE & US 10.
  129. 129. UNTIL THEY BECOME CONSCIOUS THEY WILL NEVER REBEL, AND MEANINGFUL BRANDS CAN HELP THEM BECOME CONSCIOUS ERIK SAELENS
  130. 130. THANK YOU

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