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Brandhome at 
Web Summit Dublin 
Take-aways
Take-aways
Company: Zenith 
Shift from mobile to mobility 
= our mobile device = user-centric 
(context to use device: location 
wher...
Future of mobile media 
Before: webpage linked to webpage 
Now: people linked to webpage, 
linked to people collecting sto...
Company: Nike 
Don’t think consumer-out 
= What do we, as a brand, want from our customers. 
but consumer-in. 
= What does...
Company: Nike 
Know your customer 
on every touchpoint 
When a person that logs on to Nike+ every day, 
you must know him ...
Shine Wearable: misfit 
Wearables will evolve in items doing things for you: 
opening your door / starting your car 
Brand...
Company: Appcelerator 
No B2B, no B2C, no B2E … 
think and act B2USER.
Company: Appcelerator 
Monetizing products 
shifts to experience. 
(great example = Apple)
Native advertising 
Non-intrusive way of advertising, 
fits the medium, 
gives an answer what people are looking for 
(e.g...
Native advertising 
Brands become publishers 
Be clear who you are, and make your message relevant to your product and vic...
Company: Atlas 
People-based marketing beats 
cookie-based marketing 
41% 
does an action on more than 1 device (smartphon...
Company: Atlas 
People-based marketing beats 
cookie-based marketing 
Conversion takes place on another device. 
Cookie-ba...
In general 
It’s not about 
getting 500.000 new customers 
through hard selling 
It’s about 
keeping your customers close,...
General 
Empowering 
through 
0101100010101010101000010101010101010101010100011001001101010 
01010100001010100010111010101...
Speaker: John Sculley 
(ex-VP PepsiCo & ex-CEO Apple) 
Acquisition 
Retention 
Monetizing
Speaker: John Sculley 
For a start-up 
customer plan > business plan
THE MILLENNIALS 
75% of youngsters feel like 
the image of them in media 
does not represent them
Mobile marketing 
Know your reader 
Know when he is reading 
Know what a mobile phone can do 
- Think full screen video - ...
Mobile marketing 
Mobile is NOT about the device 
It is about the mobile person logging in everywhere
Inspirational brands
Company: Asana 
Product: The work graph 
1 billion work e-mails / day 
= inefficient pile 
Asana - Work Graph = solution 
...
Company: Asana 
Product: The work graph 
We spend 30% of professional time on email 
and 20% on finding info others alread...
Company: View Glass (viewglass.com) 
Product: Automatically tinted windows 
First you define the spaces in your office 
(h...
Company: Nike 
Campagne: Asia - Rise 
Interactive basketball field 
for the promotion / education of 
Asian basketball pla...
Photos
THANK YOU
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
Web Summit 2014 Brandhome take-aways
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Web Summit 2014 Brandhome take-aways

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The world is changing more and more rapidly every day. It is hard to keep up.
That's why the Brandhomies together with some of our clients took an overseas journey to attend the Web Summit in Dublin. This technology conference had a very successful edition with innovative insights brought by diverse attendees, ranging from Fortune 500 companies to exciting startups.

Published in: Marketing
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Web Summit 2014 Brandhome take-aways

  1. 1. Brandhome at Web Summit Dublin Take-aways
  2. 2. Take-aways
  3. 3. Company: Zenith Shift from mobile to mobility = our mobile device = user-centric (context to use device: location where it’s used, from outdoor poster to website…)
  4. 4. Future of mobile media Before: webpage linked to webpage Now: people linked to webpage, linked to people collecting stories to create an own point of view
  5. 5. Company: Nike Don’t think consumer-out = What do we, as a brand, want from our customers. but consumer-in. = What does the customer want from us, as a brand.
  6. 6. Company: Nike Know your customer on every touchpoint When a person that logs on to Nike+ every day, you must know him when he enters the store: what he wants / how he consumes / …
  7. 7. Shine Wearable: misfit Wearables will evolve in items doing things for you: opening your door / starting your car Brands must build things around wearables: make it relevant e.g. Disney’s magic band
  8. 8. Company: Appcelerator No B2B, no B2C, no B2E … think and act B2USER.
  9. 9. Company: Appcelerator Monetizing products shifts to experience. (great example = Apple)
  10. 10. Native advertising Non-intrusive way of advertising, fits the medium, gives an answer what people are looking for (e.g. Google - ads are search results Twitter - ads are tweets …) = buzzword of this era
  11. 11. Native advertising Brands become publishers Be clear who you are, and make your message relevant to your product and vice versa.
  12. 12. Company: Atlas People-based marketing beats cookie-based marketing 41% does an action on more than 1 device (smartphone, tablet … ) before the actual conversion takes place e.g. see an ad about T-shirt on iPad > look up T-shirt on your iPhone > purchase T-shirt on laptop
  13. 13. Company: Atlas People-based marketing beats cookie-based marketing Conversion takes place on another device. Cookie-based marketing doesn’t register (treated as multiple people) People-based marketing (via e.g. FB-accounts) does! Benefits: ACCURACY (who exactly do you reach) CROSS-DEVICE (41% switches from device with action) ACCURATE & CONFIDENTLY MEASURE
  14. 14. In general It’s not about getting 500.000 new customers through hard selling It’s about keeping your customers close, servicing them, for a longterm relationship.
  15. 15. General Empowering through 0101100010101010101000010101010101010101010100011001001101010 0101010000101010001011101010101010101010010101010101010100011 0101011000101010101011100101010101000101001010101010101010100 10101010101010010101010101010100011011101100101010110110110100 0101011000101010101011100101010101000101001010101010101010100 01010101010100101010101010101000110101011000101010101011100101 0101010001010010101010101010101001010101010101001010101010100 1010001101110110010101011011011010001010110001010101010111011 0101010101000001100101101000101010001011001010101010111001010 DATA 0101100010101010101000010101010101010101010100011001001101010 0101010000101010001011101010101010101010010101010101010100011 0101011000101010101011100101010101000101001010101010101010100 10101010101010010101010101010100011011101100101010110110110100 0101011000101010101011100101010101000101001010101010101010100 01010101010100101010101010101000110101011000101010101011100101 0101010001010010101010101010101001010101010101001010101010100 1010001101110110010101011011011010001010110001010101010111011 0101010101000001100101101000101010001011001010101010111001010
  16. 16. Speaker: John Sculley (ex-VP PepsiCo & ex-CEO Apple) Acquisition Retention Monetizing
  17. 17. Speaker: John Sculley For a start-up customer plan > business plan
  18. 18. THE MILLENNIALS 75% of youngsters feel like the image of them in media does not represent them
  19. 19. Mobile marketing Know your reader Know when he is reading Know what a mobile phone can do - Think full screen video - Because mobile is replacing TV
  20. 20. Mobile marketing Mobile is NOT about the device It is about the mobile person logging in everywhere
  21. 21. Inspirational brands
  22. 22. Company: Asana Product: The work graph 1 billion work e-mails / day = inefficient pile Asana - Work Graph = solution = graphs to monitor projects/events/… (comparable with difference between address book vs. Facebook = big pile vs. smart links)
  23. 23. Company: Asana Product: The work graph We spend 30% of professional time on email and 20% on finding info others already have. => e-mail is just faster paper! But not more efficient …
  24. 24. Company: View Glass (viewglass.com) Product: Automatically tinted windows First you define the spaces in your office (hall, office, meeting room …) and what kind of light you prefer. Then it calculates the position and angle of the sun. > Via app on iPhone / iPad you can tint your windows, adapt light … = electric
  25. 25. Company: Nike Campagne: Asia - Rise Interactive basketball field for the promotion / education of Asian basketball players. Nike show itself as a brand: redefining industry taking friction off
  26. 26. Photos
  27. 27. THANK YOU

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