Workshop: Marketing Beliefs – mARTketing and MATHketing --Javier Sánchez Lamelas, Founder and CEO, Top Line Marketing; Former Vice President Marketing Europe, Coca Cola

1. Workshop: Marketing Beliefs – mARTketing and MATHketing
--Javier Sánchez Lamelas, Founder and CEO, Top Line Marketing; Former
Vice President Marketing Europe, Coca Cola
Today I’d like to talk about only one topic: varieties and invariabilities in
the field of marketing. What on earth has changed and what has not?
Only by knowing what has changed today can we prepare for the future,
so the former part of my speech will focus on the invariabilities and the
latter one is about the changes.
Let's begin with the invariable principles in marketing.
First, marketing has an invariable purpose.

2. The only purpose is to sell more products sustainably in higher prices
with higher frequency. This will never change, and this is the purpose of
marketing.
In other words, the purpose of marketing is to create value and create
value for your company. It’s not good marketing if it could not create
value for the company. Then, what is value? In my opinion, value is the
amount of money that other people are willing to pay for your brand or
product. It is a dynamic process. Different people have various ideas
about how much a certain product is worth of, and one person may have
different views in different seasons or in different time even on the same
day. For example, you will be inclined to pay more for a cup of Coca-Cola
if you are really thirsty.
Why value is the essence of marketing? The reason is that good
marketing can enhance the value perception, and make people more
inclined to pay for the goods. If you can do this, then you can raise prices,
which is the most basic marketing formula. How can we increase our
value? Brand is a tool for us to do that. What is a brand? Brand has a
delicate definition. Usually, we have a lot of misunderstanding about
brand, and many people mistakenly believe that the brand is a
trademark. Not exactly. Sometimes a trademark may be a household

3. name, but everybody doesn't like it. Brands are our feelings and
emotions about products that appeal to our interests. When you give
meaning to your product, brand is established at this time.
Then why can brand change the values? First of all, I’ll illuminate a
theory of brand formation. We generally believe that our brain has only
one part. In fact, our brain has three different parts, and these three parts
help us create the concept of brand.
The first part of brain is the normal brain, that is our intuition. When we
think about a question, we will use it to make plans, and we survive
because of this part of brain. What this brain does is that it let we act in
the automatic mode, so we do not need to think before direct action. In
marketing, it is responsible for the action that is made according to
one’s habit. For example, when you go to a supermarket, you will go
directly to the product you need instead of being puzzled by other
various products, and you even don't need to think about the choice, just
like it when you buy toothpaste or food. So it's important in marketing to
form these habits, because this brain is responsible for brand loyalty.
Once consumers get into the habit of buying products of your brand,
he'll be your loyal customer.

4. Another part of the brain is responsible for emotion, which is supposed
to make people love one thing, such as their children. This part can also
establish the emotional links between us and products, which
determines the effectiveness of marketing to a great extent.
The last piece of the brain is the rational brain, which enable you to do a
logical inference, such as judging a certain thing whether it’s good or
not. Many people mainly focus on the rational part of brain in marketing.
And we can say that the rational brain is actually the king of product, and
the emotional brain the king of brand. For example, Tesla is not a
common brand. It is actually a tool with which man shows his social
status. It is a symbol of status, and if you can afford a Tesla, it means that
you are a boss, and that you are rich, your career is certain success, so
men will usually buy a Tesla. That’s also the relationship between the
three parts of the brain and the brand. If you put more emphasis on the
rational mind, your profit rate is lower, and if more attention is paid on
the normal and emotional parts of the brain, your profit margin will
increase. If you link up the products and consumers in an emotional way,
they will get used to buy your products, which means that you can
completely control the game, and the consumer would love to buy only
your products, which has been mentioned before as “love one thing”.

5. Why emotional and instinctive marketing is more effective than rational
marketing? The reason is that the result of rational marketing is to help
you draw a conclusion, while the emotional marketing makes you into
action. It is because your emotion ask you to do certain things that you
do them in your life. You are not doing these things just because your
rational brain tells you to do so. For example, your rational brain would
stop you buying a pair of shoes because they hurt your feet, but you
would still buy them because your emotional brain tells you to do it.
People would buy products but only those products that people
recognize are brand. That's why brands can enhance the essence of
marketing, nature.
Second, marketing has invariable principles.
The first principle is love. As we love one person, we fall in love with a
brand in the same way, and both of them are decided by your emotional
brain. So in marketing we must be clear whether the idea we express
through the ads can get their affection, and whether the promotion is
strong enough to establish a link between customers and products, and
whether the marketing truly touch the hearts of customers. The most
basic principle is values, which actually affect emotions, and emotions
drive behavior. In the process of establishing a brand, we are always

6. attaching great importance to value. Only after we create the value, can
we create the emotional links, and then we can promote the action.
Specifically, how can values affect emotions? Firstly, you must have a
specific point of view, which is about life, in your emotions. For example,
in a splendid advertisement of Samsung, ordinary people will regard it as
a promotion for their 3D glasses, while actually it is not. Samsung
promotes its brand into a higher position through this advertisement,
and the height is not for Samsung’s glasses but for you and your
dreams. Samsung becomes a brand you long for. In this example, the
advertisement is not talking about the products, but the brand and the
values it demonstrate. It passes on the brand value, by delivering a
strong emotional feeling to increase people’s desire for your brand, and
there is a good sense of humor. In addition, if you want your idea to have
an impact, you should be adventurous, and adventure makes creativity.
Samsung's ads are the same, making a very bold attempt to compare
their products to pursuing your dreams. Then, if you want to be creative,
you are supposed to have penetration, which starts with insight. Insight
is a summary of your life, and it’s a obvious summary. This summary of
life allows you to build contact with others in minutes. There are two key
point: one is to make others agree, and the other is to be obvious. The
job of marketing is to make people get what you want them to feel, and

7. you want them to love the brand. Where can we get insight?
First, insight can originate from classic works, and famous sayings are full
of insight. For example, "What is love? Love is that you overestimate the
difference that a woman has with others.”. This sentence was said by
Bernard Shaw, a little ironic but true. Second, insight can come from the
wisdom of the common people, or we can say proverbs, such as “Being
close to friends and away from enemies”, an English proverb. Songs are
also good sources of insight. When you have these insights, you can tell
stories and you can be adventurous.
Finally, one of the skills we need to master is the ability to tell stories. The
narration is not the only way to do creative work, but the narration is
indeed an important creative tool, because it can make someone fall in
love with your stories very fast and the key lies in that you must express
the story clearly. We say stories are the manual of our minds, and if we
put facts into stories, people will remember them forever. How to tell a
story? I call it the trilogy: the first step is that someone you care about
run in troubles, and get bigger troubles. Now you should make people
curious about him. The second step is to create empathy, by giving him
some characteristics, and let the audience feel empathy for him. The
third step is to let the audience to imagine what would happen to him.

8. That is through your arrangement he can guess what problem will
happen to the sympathetic protagonist, then find the certain goal, and
be clear about how to achieve the goal. Next, you increase the cost of
failure, that is, you have to dramatize the consequences of failure. Then
you put uncertainty on the goal, and in the end there is a solution - if the
audience can finally get and remember something. In this way, the
audience will know the result of the story, as well as emotional
connection, such as satisfaction. If three steps are all made, you can
come up with a good idea and make an advertisement for everyone.
Mainly according to the three steps we just said, how to start a curiosity
feeling? There was a man about 35 years old in the kitchen, and you
don't know what happened at that time. There was also a little boy, and
the man seemed like making breakfast for the boy. He wasn’t wearing
very well, so you can get where the problem is, and he asked, 'how is
your mother’s new boyfriend? ", so this is the problem: his ex-wife
found a new boyfriend. Then you can see the consequences of the story:
the new boyfriend was a personal trainer, and this man still loved his wife
in spite of her infidelities. Uncertainty is also on the rise, but there is a
solution, and the key point is not the wife, but who the child will love and
follow.
With the invariabilities in principles and essences, what has changed in

9. marketing?
When we look back on the process in the past thirty or forty years in the
marketing development, there was a full-channel era, when the TV has a
remote control and the choices of the audience are very few. We can only
sit in front of the TV watching TV channel broadcast content. By 25 years
ago, the Internet appeared in the mid-90s, but broadband was very
narrow at that time, so the only thing we could do with the Internet was
the transmission of high-speed text or the steady state image. A few
years later with the increasing bandwidth there came out remote
transmission of low quality videos and a buffer time, because of
downloading. In 2005 because the bandwidth increases, we can see
some low quality video with no buffer time of waiting, which in fact
enables a lot of people to create video marketing and the social media at
this time also began to carry out, which is a thing of the past. Then from
2005 till now, we have witnessed a great change, that is we can watch HD
quality videos without any buffer, and are able to get the contents at any
place at any time on any device. Which is a magic. The time when I can
control want you can see on TV has gone. In other words, a few years ago
our marketing model is based on the interaction. What is interaction? I
was seeing what I love, such as football game or a movie, and this
channel will spare the content with advertisements, which give you

10. interaction. Now consumers have control of the channels, and
advertising companies and advertisers can't force you to watch their
advertisements in the old tricks. It is a change of control rights, which
transferred from the channel to the audience. If an individual do not
want to interact with you, marketing based on interaction is as transient
as a fleeting cloud.
Then, what are the opportunities under this change? How to seize these
opportunities? And what should we do in the future?
First of all, we need to understand what the differences between today
and the past are and what tomorrow is like. In the past, it is the collective
social marketing, and quality is not so important, because there is always
a part of the audience enjoying the content, even if it is garbage content,
as long as you can afford the money to buy the time to advertise on the
line. That is the previous community collective mode. But today is
different. Today is the so-called "Darwin age". In the Darwin era only the
contents people really like can survive, we are willing to share only those
as splendid as Samsung advertisings. This is tomorrow's marketing trend.
So everyone should make sure that the content you make is the type
people like. In the past, it’s the age of media monopoly; in the future,
it’s the era of media assets, that is to say you can build your own media

11. and your own media channels. This is the case today.
How can we do that? In the past all the audiences are passive, and they
can only passively get your marketing content; but in the future they will
become active supporters, and people will talk about the content of
creative people, share their views, especially ideas about your brand. The
last change is very important. We used to be a media company, and we
are paid by other companies to make content to the audience; in the
future, consumers will pay for marketing content themselves. That is a
huge change, and if you want to do good marketing, you must ensure
that people are willing to pay money to see your content. For example,
when you go to Disney, you can have a good time, and that's what the
future is going to be like. It's not that advertisers spend money buying
people to see you, but the future consumers are spending money on
what you're offering them.
Finally, innovation is not only some special apartments’ affairs. It must
be practiced by each employee throughout the whole company, and it
must be turned into a spirit of the company, which is not related to the
product but also to the brand. At the same time, you should take
precautions. Do not look at the bridge now, but to see the future
direction of the bridge, so that you can get to the bridge.

12. All in all, the goal of marketing is to create values. In the marketing, love
is very important. Make sure that your brand is a specific point of view
about life. The best time to do marketing is when you have a good
beginning of insight. Do marketing In the way of telling a story. The
world is changing and your opportunity is numerous. If you should seize
the opportunity, you must ensure that innovation is the whole
company’s affair, and make sure that in your business every employee
is able to practice the spirit of innovation.