Why brands must think and behave like media companies: Rethinking Marketing with Lessons from Hollywood. Presented at the Asean CMO Experience, Kuala Lumpur, Malaysia, 17 July 2018.

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WHY BRANDS MUST THINK AND BEHAVE LIKE MEDIA
COMPANIES:
Rethinking Marketing with Lessons from Hollywood

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MY CAREER IN BRAND STORYTELLING
PUBLIC RELATIONS › ADVERTISING ›
JOURNALISM › TELEVISION ›
TELECOMMUNICATIONS › FINTECH › DIGITAL
MEDIA

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ADVERTISING & MARKETING: LAST 50 YEARS
THE CONSUMER
INTERRUPTION
THE CONTENT

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DIGITAL MEDIA RUINED EVERYTHING

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CONSUMERS ARE REJECTING INTERRUPTION
“Most ads are annoying. That’s why people pay to avoid them. Want to
avoid radio ads? Hello, Apple Radio or Spotify Premium. Fed up of ads
interrupting your favourite TV programme? Get on Netflix and Amazon
Prime or get a DVR. Digital? The [ad] blocker’s on.”
Pelle Sjoenell
Chief Creative Officer
BBH Worldwide

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CONSUMERS ARE REJECTING INTERRUPTION
Source: PageFair

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MARKETING IN THE DIGITAL MEDIA AGE
MY CHALLENGE TO MARKETERS:
INTERRUPT
PUSH
CAMPAIGN-BASED

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MARKETING IN THE DIGITAL MEDIA AGE
MY CHALLENGE TO MARKETERS:
INTERRUPT  INTEREST
PUSH  PULL
CAMPAIGN-BASED  CONTENT-BASED

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LESSONS FROM HOLLYWOOD

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LESSONS FROM HOLLYWOOD
NOT CONSUMERS BUT A LOYAL AUDIENCE
MASTER THE ART OF STORYTELLING

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WHY STORYTELLING?

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WHAT SETS HUMANS APART FROM ANIMALS

13. PEOPLE HAVE BEEN TELLING THE SAME STORIES
THROUGHOUT HISTORY…
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THE SEVEN BASIC PLOTS
OVERCOMING THE MONSTER RAGS TO RICHES
THE QUEST VOYAGE AND RETURN
COMEDY TRAGEDY
REBIRTH

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EIGHT CHARACTER ARCHETYPES

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STORYTELLING BY BRANDS: CHIPOTLE
Watch on YouTube

18. ORDINARY WORLD
RETURN TO THE ORDINARY
WORLD
ADVENTURE WORLD
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AND SO ON…

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THE ROLE OF THE BRAND
The Hero
Is the main character
Held back by the ordinary world
Embarks on the journey
Overcomes the challenge by changing himself
Is a better person by the end of the journey

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THE ROLE OF THE BRAND
THE AUDIENCE THE BRAND

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STORYTELLING BY BRANDS: HP
Watch on YouTube

27. START WITH THE AUDIENCE
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28. CONTENT- VS CAMPAIGN-BASED MARKETING
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Campaign audience Owned audience

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WALT DISNEY’S CORPORATE STRATEGY, 1957

30. BEST PRACTICE: RED BULL & MICHELIN
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SERVING AN AUDIENCE: JOHN DEERE
Watch on YouTube

32. BEST PRACTICE: DEL MONTE KITCHENOMICS
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33. BEST PRACTICE: GE REPORTS
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GE Reports portal

34. BEST PRACTICE: SCHNEIDER ELECTRIC
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Schneider Electrics Data Center Resource Center portal
Schneider Electrics web portal:
• Receives over 100 million visits per year
• 4,000 pieces of online customer
feedback collected per month
First step in Marketing: “Clarity of the brand
through storytelling.”
Chris Leong
Chief Marketing Officer

35. BEST PRACTICE: LONG ISLAND WATCH CO
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Long Island Watch YouTube channel

36. BEST PRACTICE: LONG ISLAND WATCH CO
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STORYTELLING BY BRANDS: VISA’S #TOKYOUNEXPECTED
Watch on YouTube

38. THANK YOU
MIGUEL BERNAS
LinkedIn
Twitter @phatfreemiguel
Instagram @twolfsden
YouTube #twolfsden
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