Lunch BMMA To Giving a story to tell

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Today, only 25% of the contacts between brands and consumers are managed by the brand itself.
How do we deal with that? Do the same rules and practices still apply? Do we move from a culture of "story telling" to "giving a story to tell"? And what is the role there for the media and the ideas we produce?

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Lunch BMMA To Giving a story to tell

  1. 1. From  Storytelling     To  Giving  a  story  to  tell    
  2. 2. Media  Evolu7on     Media  Revolu7on    
  3. 3. W@P the F?The consumer leads the dance
  4. 4. By looking at the consumers brand behavior,we see that it’s not just a shift of technology,but a shift between generations.
  5. 5. Boomers Gen X Gen Y Next GenAge today ±45-65 ±35-45 ±21-35 ±13-20
  6. 6. Values Boomers Gen X Gen Y Next Gen Their teenage music reflecting Everything Everything Everything Everythingtheir alltime should be should be should be should be values original ultimate adaptable shared Age today ±45-65 ±35-45 ±21-35 ±13-20
  7. 7. Focus Boomers Gen X Gen Y Next Gen Their teenage bedroom wallreflecting their outcome experience creating contribution focus my ownAge today ±45-65 ±35-45 ±21-35 ±13-20
  8. 8. Media use Boomers Gen X Gen Y Next Gen Theirgeneration’s screen reflecting their expectation Entertain Inform Let me Always be from brands me me (co)create thereAge today ±45-65 ±35-45 ±21-35 ±13-20
  9. 9. NO!Does this mean we haveto create seperate stories to each of them?
  10. 10. Different groups of people enjoydifferent aspects of the same brandstory.
  11. 11. NIKE fuel bandBoomer – The athlete as heroGenX – A special product, a special experienceGenY - Everyone’s an athlete, I get inspired, tailored.NextGen - The next generation of motivation. Nike is a brand with a mission.
  12. 12. The VoiceBoomer – Music entertainmentGenX – the experience of judging only by the soundGenY – I can vote and choose my favouriteNextGen – This is what my friends chat about online
  13. 13. The Multiscreen Reality
  14. 14. Earn trust or paid trust
  15. 15. They control 75%
  16. 16. To  Giving  a  Story  to  tell    From  Storytelling    
  17. 17. Why is it so crucial?
  18. 18. « There is nothing worse than not being talked about » Oscar Wilde
  19. 19. What are the risks?
  20. 20. Positive conversation is positive
  21. 21. Negative conversation is not that negative
  22. 22. How to give a story to tell?
  23. 23. 1. Start with great stories, great ideas
  24. 24. 2. Take a standpoint
  25. 25. 3. Invite to debate, converse
  26. 26. 4. Let people feel part of the experience
  27. 27. What if you have a story that you’re not sure about…
  28. 28. And now a sneak preview…
  29. 29. Take outs
  30. 30. Questions @sebdesclee sebastien.desclee@publicis.be

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