This document provides an overview of major shifts happening in marketing and culture. It discusses how brands must move from storytelling to storydoing by contributing meaningfully to culture through their purpose, actions, and impact. It emphasizes the importance of authenticity, vulnerability, and building trust with customers over time. Brands are encouraged to focus on their cultural role and principles over complex messaging or celebrity endorsements in order to stay relevant and inspire others.

1. SHIT
JUST
GOT
REAL
A practical guide on
the age of authenticity
Stefan Fountain
CEO pr.co

15. BIG
SHIFTS

28. The price of doing the
same old thing is far higher
that the price of change.
— Bill Clinton

30. As marketers you are the
bringers of change. The
agents that will shape
authentic culture.
You are closest to the
customer and have both the
skills, and influence to make it
happen.

31. …btw, I’m Stefan…

33. SO WTF IS
GOING ON?

34. If something
can happen,
then it will
happen.
— Cooper
Moviestill from Interstellar (2014)

35. Knowledge
Gap
Power
Gap
Distance
Gap
Purpose
Gap
Capability
Complexity
Time
1400 1800 1900 2000

36. human scale
flat information
networked information
non-digital

37. OFFLINE → FLAT INFORMATION → NETWORKED → HUMAN

38. Databases
Mail delivery
Hardware
Servers
Big data
AI
AWS
CRM
NLP
CMS
Rails
Programming
languages
Email

39. NOVELTY → MASS MARKET → ARTISANAL

40. CRAFT → MASS PRODUCTION → MICRO BREWERIES

42. Etsy
More crafters on Etsy in NYC than there are
taxi-drivers

44. “DRIVE”
(Dan Pink)

46. BRANDS WILL DIE
UNLESS THEY
CONTRIBUTE TO
CULTURE

47. CUSTOMERS
SUPPLY
CHAIN
EMPLOYEES
Contribute to purpose

48. LET’S TAKE
ANOTHER LOOK
AT AN ICONIC
BRAND

49. SAYING → SAYING WITH FEELING → DOING WITH FEELING
SELLING
CULTURE
MARKETING
CULTURE
CONTRIBUTION
CULTURE

50. I don’t believe in story telling,
I believe in story doing.
— Eva Zahrawi Ruiz

51. Taking a stand

52. *2017 Edelman Trust Barometer

53. Vulnerability
Stint
“WE HEBBEN GEEN
LUXE KANTOREN,
INTERESSEERT
ONS GEEN MOER.
ALLES DRAAIT OM
VERVOER VAN
KINDEREN. DAAR
HEBBEN WE
PASSIE VOOR.”
— Edwin Renzen

54. Vulnerability
Stint

55. TRUST
Authenticity
EmpathyLogical
Rigor
*Source: Frances Frei - TED 2018
HOW TO BUILD
(AND REBUILD)
TRUST

56. 30% GIVE AWAY → ARTIST PLATFORM → PAPER MAGAZINE

59. Ego
Complexity Rigidity
ORGANISATION
FOCUSSED
Humility
Simplicity Agile
CUSTOMER
FOCUSSED

60. Brands are not the hero
Brands are the ‘mentor’

62. Ego
Complexity Rigidity
“TRUST US”
Humility
Simplicity Agile
EVIDENCE BASED

63. SUGAR PLEDGE → RANKING SYSTEM → PRODUCT LABELS

64. SLAP A
CELEBRITY
ON IT
STORY
TELLING

65. STORY TELLING
HAS BECOME
CENTRAL TO
ALMOST ANY
ENDEAVOR
— Nancy Duarte

67. Maarten van der
weijden

68. 55 HOURS
163 KM

69. €4.722.000 IN
DONATIONS

71. ADVERTISING
BRAND
JOURNALISM

72. TECHNOLOGY → IMPACT → BRAND JOURNALISM

73. WHAT
HOW
GOLDEN
CIRCLE
WHY
What we Make, Sell & Do
Makes us relevant and evolving
Role & Behaviour & Expression
Makes us distinctive & consistent
Purpose & Vision
Makes us meaningful

75. VISION
WHY
HOW → NORMS
Our role in culture and principles we live by that inspires others
Mission 1
Mission 2
Mission 3
What
What
What

76. MULE → ROADSTER → MODEL S → MODEL X → MODEL 3

77. MARKETERS (THAT’S YOU!)
WILL BE THE CHANGE AGENTS
THAT HELP BRANDS EMBRACE
THE POWER OF BEING
VULNERABLE, STAYING REAL
AND IMPACTING CULTURE

78. Resources

79. Thank you dearly!
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