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“The Marketing Summit I”
Keynote
13:00 – 14:00
The Battle For Relevance
Kristof De Wulf, Phd, CEO InSites Consulting
Kristof De Wulf
THE BATTLE
for relevance
@KRISTOFDEWULF
GRAVITATIONAL
SHIFTS
LET’S
BATTLE!
HOW TO GET
THERE
RELEVANCE
REINVENTED
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
ABUNDANCE
no scarcity
@KRISTOFDEWULF
NAKED AS
the new
normal
@KRISTOFDEWULF
Vanish, this is NOT the way to do it
@KRISTOFDEWULF
A GLOBAL
clone factory
@KRISTOFDEWULF
Say hi to the Samwer brothers
@KRISTOFDEWULF
Product
IS KING,
AGAIN
@KRISTOFDEWULF
Become media & channel agnostic
@KRISTOFDEWULF
Copernicus
IS BACK
@KRISTOFDEWULF
1. ABUNDANCE
2. NAKED
3. CLONE FACTORY
4. PRODUCT IS KING
5. COPERNICUS 2.0
@KRISTOFDEWULF
GRAVITATIONAL
SHIFTS
HOW TO GET
THERE
RELEVANCE
REINVENTED
LET’S
BATTLE!
@KRISTOFDEWULF
@KRISTOFDEWULF
Did you directly
talk to a consumer
about your brand
or product?
@KRISTOFDEWULF
Did you
start a meeting
with a story
on a consumer?
@KRISTOFDEWULF
Did you
use your own
brand or product?
@KRISTOFDEWULF
Did you learn
something new
about your market?
@KRISTOFDEWULF
Did you
do something for
the first time?
“When your eyes are only
looking at the organization,
your ass is facing the
customer”
Yudai
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
TWO-WAY1. ONE-WAY
ONGOING2. ONE SHOT
INTEGRATED4. SILO
CLOSE3. DISTANT
@KRISTOFDEWULF
CONSUMER-CENTRIC CONSUMER-ACTIVATED
@KRISTOFDEWULF
GRAVITATIONAL
SHIFTS
HOW TO GET
THERE
RELEVANCE
REINVENTED
LET’S
BATTLE!
@KRISTOFDEWULF
GUESS WHAT …
humans didn’t change
@KRISTOFDEWULF
THINK INSIGHT, NOT DATA
STOP TELLING, START ACTING
CRUSH YOUR BRAND
EMPOWER CUSTOMERS
BECOME OBSESSED
1. AB...
@KRISTOFDEWULF
THINK INSIGHT, NOT DATA1. ABUNDANCE
@KRISTOFDEWULF
In-sight |’in.sit|
Think insight,
NOT DATA
@KRISTOFDEWULF
@KRISTOFDEWULF
Close-up Big-picture
@KRISTOFDEWULF
STOP TELLING, START ACTING2. NAKED
WHAT DO SHOES
and Vegas
HAVE IN COMMON?
@KRISTOFDEWULF
@KRISTOFDEWULF
By living up to a bigger purpose
By humanizing business
@KRISTOFDEWULF
@KRISTOFDEWULF
CRUSH YOUR BRAND3. CLONE FACTORY
@KRISTOFDEWULF
KEEPING
cool brands
HOT
@KRISTOFDEWULF
@KRISTOFDEWULF
By being surprisingly consistent
@KRISTOFDEWULF
BECOME OBSESSED4. PRODUCT IS KING
@KRISTOFDEWULF
THE POWER
of execution
@KRISTOFDEWULF
By creating positive disruption
@KRISTOFDEWULF
By offering unique experiences
@KRISTOFDEWULF
By keeping & exceeding expectations
@KRISTOFDEWULF
EMPOWER CUSTOMERS5. COPERNICUS 2.0
@KRISTOFDEWULF
Empowered
GENERATION
@KRISTOFDEWULF
By making them feel really special
@KRISTOFDEWULF
By having them think along
@KRISTOFDEWULF
GRAVITATIONAL
SHIFTS
HOW TO GET
THERE
RELEVANCE
REINVENTED
LET’S
BATTLE!
@KRISTOFDEWULF
Think playlist,
NOT CHECKLIST
現場
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
CREATE A
curiosity
CULTURE
@KRISTOFDEWULF
“What am I supposed
to haul my dogs around
in, a Rolls-Royce?”
Sam Walton
@KRISTOFDEWULF
DEVELOP
daily
rituals
@KRISTOFDEWULF
1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21
@KRISTOFDEWULF
YOU ARE FREE TO
AUTONOMY
DO THIS OR NOT
@KRISTOFDEWULF
YOU ARE GOOD AT
COMPETENCE
THIS
@KRISTOFDEWULF
PEOPLE LIKE YOU
RELATEDNESS
DO THIS
@KRISTOFDEWULF
WHAT YOU DO HAS
VALUE
A MEANING
@KRISTOFDEWULF
A Cook-Centric-Company
Plain text slide!
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
@KRISTOFDEWULF
Let’s continue
the dialogue!
@KRISTOFDEWULF
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Marketing summit - The battle for relevance - Keynote speech by Kristof De Wulf

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  • Thanks,Kristof!
    You were very relevant, again.
    marianne
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Marketing summit - The battle for relevance - Keynote speech by Kristof De Wulf

  1. 1. “The Marketing Summit I” Keynote 13:00 – 14:00 The Battle For Relevance Kristof De Wulf, Phd, CEO InSites Consulting
  2. 2. Kristof De Wulf THE BATTLE for relevance
  3. 3. @KRISTOFDEWULF GRAVITATIONAL SHIFTS LET’S BATTLE! HOW TO GET THERE RELEVANCE REINVENTED
  4. 4. @KRISTOFDEWULF
  5. 5. @KRISTOFDEWULF
  6. 6. @KRISTOFDEWULF ABUNDANCE no scarcity
  7. 7. @KRISTOFDEWULF NAKED AS the new normal
  8. 8. @KRISTOFDEWULF Vanish, this is NOT the way to do it
  9. 9. @KRISTOFDEWULF A GLOBAL clone factory
  10. 10. @KRISTOFDEWULF Say hi to the Samwer brothers
  11. 11. @KRISTOFDEWULF Product IS KING, AGAIN
  12. 12. @KRISTOFDEWULF Become media & channel agnostic
  13. 13. @KRISTOFDEWULF Copernicus IS BACK
  14. 14. @KRISTOFDEWULF 1. ABUNDANCE 2. NAKED 3. CLONE FACTORY 4. PRODUCT IS KING 5. COPERNICUS 2.0
  15. 15. @KRISTOFDEWULF GRAVITATIONAL SHIFTS HOW TO GET THERE RELEVANCE REINVENTED LET’S BATTLE!
  16. 16. @KRISTOFDEWULF
  17. 17. @KRISTOFDEWULF Did you directly talk to a consumer about your brand or product?
  18. 18. @KRISTOFDEWULF Did you start a meeting with a story on a consumer?
  19. 19. @KRISTOFDEWULF Did you use your own brand or product?
  20. 20. @KRISTOFDEWULF Did you learn something new about your market?
  21. 21. @KRISTOFDEWULF Did you do something for the first time?
  22. 22. “When your eyes are only looking at the organization, your ass is facing the customer” Yudai @KRISTOFDEWULF
  23. 23. @KRISTOFDEWULF
  24. 24. @KRISTOFDEWULF
  25. 25. @KRISTOFDEWULF
  26. 26. @KRISTOFDEWULF
  27. 27. TWO-WAY1. ONE-WAY ONGOING2. ONE SHOT INTEGRATED4. SILO CLOSE3. DISTANT @KRISTOFDEWULF CONSUMER-CENTRIC CONSUMER-ACTIVATED
  28. 28. @KRISTOFDEWULF GRAVITATIONAL SHIFTS HOW TO GET THERE RELEVANCE REINVENTED LET’S BATTLE!
  29. 29. @KRISTOFDEWULF GUESS WHAT … humans didn’t change
  30. 30. @KRISTOFDEWULF THINK INSIGHT, NOT DATA STOP TELLING, START ACTING CRUSH YOUR BRAND EMPOWER CUSTOMERS BECOME OBSESSED 1. ABUNDANCE 2. NAKED 3. CLONE FACTORY 4. PRODUCT IS KING 5. COPERNICUS 2.0
  31. 31. @KRISTOFDEWULF THINK INSIGHT, NOT DATA1. ABUNDANCE
  32. 32. @KRISTOFDEWULF In-sight |’in.sit| Think insight, NOT DATA
  33. 33. @KRISTOFDEWULF
  34. 34. @KRISTOFDEWULF Close-up Big-picture
  35. 35. @KRISTOFDEWULF STOP TELLING, START ACTING2. NAKED
  36. 36. WHAT DO SHOES and Vegas HAVE IN COMMON? @KRISTOFDEWULF
  37. 37. @KRISTOFDEWULF By living up to a bigger purpose
  38. 38. By humanizing business @KRISTOFDEWULF
  39. 39. @KRISTOFDEWULF CRUSH YOUR BRAND3. CLONE FACTORY
  40. 40. @KRISTOFDEWULF KEEPING cool brands HOT
  41. 41. @KRISTOFDEWULF
  42. 42. @KRISTOFDEWULF By being surprisingly consistent
  43. 43. @KRISTOFDEWULF BECOME OBSESSED4. PRODUCT IS KING
  44. 44. @KRISTOFDEWULF THE POWER of execution
  45. 45. @KRISTOFDEWULF By creating positive disruption
  46. 46. @KRISTOFDEWULF By offering unique experiences
  47. 47. @KRISTOFDEWULF By keeping & exceeding expectations
  48. 48. @KRISTOFDEWULF EMPOWER CUSTOMERS5. COPERNICUS 2.0
  49. 49. @KRISTOFDEWULF Empowered GENERATION
  50. 50. @KRISTOFDEWULF By making them feel really special
  51. 51. @KRISTOFDEWULF By having them think along
  52. 52. @KRISTOFDEWULF GRAVITATIONAL SHIFTS HOW TO GET THERE RELEVANCE REINVENTED LET’S BATTLE!
  53. 53. @KRISTOFDEWULF Think playlist, NOT CHECKLIST
  54. 54. 現場 @KRISTOFDEWULF
  55. 55. @KRISTOFDEWULF
  56. 56. @KRISTOFDEWULF
  57. 57. @KRISTOFDEWULF
  58. 58. @KRISTOFDEWULF CREATE A curiosity CULTURE
  59. 59. @KRISTOFDEWULF “What am I supposed to haul my dogs around in, a Rolls-Royce?” Sam Walton
  60. 60. @KRISTOFDEWULF DEVELOP daily rituals
  61. 61. @KRISTOFDEWULF 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21
  62. 62. @KRISTOFDEWULF
  63. 63. YOU ARE FREE TO AUTONOMY DO THIS OR NOT @KRISTOFDEWULF
  64. 64. YOU ARE GOOD AT COMPETENCE THIS @KRISTOFDEWULF
  65. 65. PEOPLE LIKE YOU RELATEDNESS DO THIS @KRISTOFDEWULF
  66. 66. WHAT YOU DO HAS VALUE A MEANING @KRISTOFDEWULF
  67. 67. A Cook-Centric-Company Plain text slide! @KRISTOFDEWULF
  68. 68. @KRISTOFDEWULF
  69. 69. @KRISTOFDEWULF
  70. 70. @KRISTOFDEWULF
  71. 71. Let’s continue the dialogue! @KRISTOFDEWULF

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