Three days, 75 world-class, highly innovative Benelux companies, top international speakers and our strategic director Erik Saelens … who shared his vision of the future of marketing & technology with the audience.

1. THE DAY TECHNOLOGY
CAN DO BETTER MARKETING

2. ERIK SAELENS
FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
40 YEARS
LIVE IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS

3. LOST SOMEWHERE BETWEEN
AUSTRIA (AT) AND DUBAI (AE)
CAPETOWN (SA)
IN THE AIR FROM
DUBAI (AE) TO NYC (USA)
EN ROUTE TO
NYC (USA)
365DAYS COUNTRIES
17 51 196.83808 79.545CITIES WORDS WRITTENTIMEZONES MINUTES OF WRITING
ABU DHABI (AE)
MANAMAH (BH)
DOHA (QA)
DUBAI (AE)
CASABLANCA (MA)
CAIRO (EG)
DUSSELDORF (DE)
MILANO
(IT)
FRANKFURT (DE)
GENEVA (CH)
VIENNA (AT)
AMSTERDAM (NL)
EINDHOVEN (NL)
LIEGE (BE)
UTRECHT (NL)
SHANGHAI (PRC)
ANTWERP (BE)
CANNES
(FR)
LYON (FR)
LONDON (UK)
BRUSSELS (BE)
GHENT (BE)
BARCELONA (ES)
IBIZA (ES)
JFK AIRPORT (USA)
NEW YORK CITY (USA)
LAS VEGAS (USA)
LOS ANGELES (USA)
35000FT
ABOVE MINSK (RU)

4. MY JOB IS MY HOBBY

5. WWW.BRANDHOME.COM/BOOKS
free

7. ANGELINA JOLIE &
BRAD PITT

8. BOB MARLEY

9. LADY DI

10. KOJAK

11. A SMALL ELEMENT CAN SAY A LOT
ABOUT A PERSON

12. THE SAME CAN BE SAID
FOR BRANDS

17. GREEN & COFFEE BAR

19. RED & SPORTS CAR

21. WHAT ARE B®ANDS?

23. BRANDS ARE STORIES IN (Y)OUR BRAINS

25. SIMILARITIES?

26. DIFFERENCES?

27. PRICE SPAN?

28. STORIES THAT
• REDUCE ELASTICITY
• CREATE PREMIUM
PRICE - SERVICE - LOYALTY - DISTRIBUTION

29. IN-ELASTICITY IS THE ESSENCE OF
STRATEGIC BRAND MARKETING

30. TAKE-AWAY
BRANDING IS ABOUT
CREATING IN-ELASTICITY

31. mobility

32. line extension

33. brand extension

34. 30%

35. TAKE-AWAY
STRONG BRANDS HAVE
BRAND EXTENSION POWER
THAT GENERATE CF’S

37. ®
Techies Marketers
2 SPLIT GROUPS

39. In addition to providing taxi services,
Uber can also be valuable as a car hire company.

40. M TYES YESNO NO
In addition to providing taxi services,
Uber can also be valuable as a car hire company.

42. PayPal Insurance could offer me services that are cheaper
and more reliable than a traditional insurance company.

43. M TYES YESNO NO
PayPal Insurance could offer me services that are cheaper
and more reliable than a traditional insurance company.

45. Chances of employment after obtaining a degree at
Facebook University are higher than
when you graduate from a regular university.

46. M TYES YESNO NO
Chances of employment after obtaining a degree at
Facebook University are higher than
when you graduate from a regular university.

48. My money would be safer with Google Bank
than with traditional banks.

49. M TYES YESNO NO
My money would be safer with Google Bank
than with traditional banks.

51. Amazon.com could deliver packages faster,
have better customer service and cheaper rates
than regular courier companies.

52. M TYES YESNO NO
Amazon.com could deliver packages faster,
have better customer service and cheaper rates
than regular courier companies.

54. In time, a medical doctor (MD) could be replaced
by Apple Health Assistance on a mobile device
e.g. iPhone/iPad/Apple Watch.

55. M TYES YESNO NO
In time, a medical doctor (MD) could be replaced
by Apple Health Assistance on a mobile device
e.g. iPhone/iPad/Apple Watch.

57. If I were relocating for my job,
I would rather store my furniture temporarily
at Dropbox Storage instead of Shurgard.

58. M TYES YESNO NO
If I were relocating for my job,
I would rather store my furniture temporarily
at Dropbox Storage instead of Shurgard.

60. I would prefer a LinkedIn employment agency
to a traditional HR-provider.

61. M TYES YESNO NO
I would prefer a LinkedIn employment agency
to a traditional HR-provider.

63. Tesla Motors is working on powerful batteries for electric
cars, but in the future they could be a provider of clean
energy for homes.

64. M TYES YESNO NO
Tesla Motors is working on powerful batteries for electric
cars, but in the future they could be a provider of clean
energy for homes.

66. When I’m having lunch I prefer
a Pinterest restaurant to Subway.

67. M TYES YESNO NO
When I’m having lunch I prefer
a Pinterest restaurant to Subway.

68. Education
News agency
Car Hire
Recruitment
Storage
Banking
Health
Transportation

69. Education
Storage
Car Hire
Recruitment
News agency
Banking
Health
Transportation

71. A Twitter real-time Alert Service would inform me of
breaking news faster than my current newspaper.

72. M TYES YESNO NO
A Twitter real-time Alert Service would inform me of
breaking news faster than my current newspaper.

73. Education
Storage
Car Hire
Recruitment
Restaurant
Banking
Health
Transportation

74. Education
Storage
Car Hire
Recruitment
Restaurant
Banking
Health
Transportation

75. TOP BRANDS
TO EXTEND INTO
EDUCATION?

76. TOP BRANDS
TO EXTEND INTO
A NEWS AGENCY?

77. TOP BRANDS
TO EXTEND INTO
CAR HIRE?

78. Not very credible Very credible
BANK
RECRUITMENT
+ 30%
®
BANK
RECRUITMENT

79. ®
over 75% are open to various
brand extensions of tech brands
under 30

80. IT’S (BEEN)
HAPPENING RIGHT
NOW

81. IT’S HAPPENING RIGHT NOW!

83. TAKE-AWAY
TECH BRANDS HAVE
A HUGE BRAND EXTENSION
LEVERAGE POTENTIAL

84. ®
aware that technology will take
over marketing in the near future
all

85. MARKETING PROBLEM
®
VS
100 top
consultants
software
program

86. Which provided the better solution?
women
&
younger marketers
®
techies
&
older marketers

87. Which provided the more reliable solution?
quasi unanimous

88. Which provided the more efficient solution?
quasi unanimous

89. 100 top consultants
100 % result
1.600 hours
MARKETING PROBLEM
®
VS
1 program
350 % result
4,5 hours

90. TAKE-AWAY
TECH BRANDS WILL BECOME
MARKETING SOLUTIONS

91. WALLY: “ERIK, DO YOU THINK
SHAKESPEARE WOULD HAVE WRITTEN
HAMLET AFTER A MARKET RESEARCH…”
DISCLAIMER

92. MATURE MARKETS

93. EMERGING MARKETS

94. DEVELOPING MARKETS

95. 43%
26%
distrust
in brands
26%
83%

96. STRESS
TRANSPARENT
REGULATION

97. OVER STRESSED
OVER REGULATED
OVER TRANSPARENT

98. commercial pulses / day?

99. COMMERCIAL PULSES
3.500/DAY
218/HR - 4/MIN
SOURCE: BVA

101. ?will more people die from
information overload
than cancer?
BY 2025

102. THE SCARCEST PRODUCT
IN TIME IS…

103. THE SCARCEST PRODUCT IN TIME IS
TIME

104. TAKE-AWAY
TECH BRANDS HAVE TO
• DOWNPLAY THE MARKETING
INFORMATION OVERLOAD
• GIVE US MORE TIME

106. POND = YOUR MARKET
STONE = YOUR PRODUCT
RIPPLES = (YOUR) TECHNOLOGY
RIVERSIDES = (YOUR) CMRS

108. TECHNOLOGY IS CHANGING MARKETING IN
SPEED RELEVANCE REACH

109. INTEGRAL
SEPERATE
2000
technology as a tool for
creating marketing campaigns
2010
technology as a medium for
delivering marketing campaigns
2016
technology as THE
marketing campaign
INTERNAL
CREATION
ROLE
EXTERNAL
DELIVERY
ROLE

110. MARKETING IS CONCERNED WITH UNDERSTANDING PEOPLE’S
MOTIVATIONS AND USING THESE INSIGHTS TO CREATE CAMPAIGNS
THAT PROMOTE BRANDS AND ENCOURAGE PEOPLE TO BUY THEIR
PRODUCTS.
IT IS A CREATIVE AND OFTEN INTUITIVE PROCESS.
THE TECHNOLOGY USED TO ACHIEVE THIS, HOWEVER, REQUIRES
SKILLS IN MATHEMATICS, STATISTICS AND COMPUTING. HOW CAN
THESE TWO DIFFERENT AREAS WORK TOGETHER EFFECTIVELY

111. ®
®
=+
Techie Marketer
TM

112. TAKE-AWAY
IN ORDER TO SURVIVE
MARKETEERS DON’T NEED
TO UNDERSTAND TECHNOLOGY
THEY HAVE TO BECOME IT

113. TAKE-AWAY
WRAP-UP

114. TAKE-AWAY 1
BRANDING IS ABOUT
CREATING IN-ELASTICITY

115. TAKE-AWAY 2
STRONG BRANDS HAVE
BRAND EXTENSION POWER
THAT GENERATE CF’S

116. TAKE-AWAY 3
TECH BRANDS HAVE
A HUGE BRAND EXTENSION
LEVERAGE POTENTIAL

117. TAKE-AWAY 4
TECH BRANDS WILL BECOME
MARKETING SOLUTIONS

118. TAKE-AWAY 5
TECH BRANDS HAVE TO
• DOWNPLAY THE MARKETING
INFORMATION OVERLOAD
• GIVE US MORE TIME

119. TAKE-AWAY 6
IN ORDER TO SURVIVE
MARKETEERS DON’T NEED
TO UNDERSTAND TECHNOLOGY
THEY HAVE TO BECOME IT

120. GOTO MARKET WILL CHANGE
MORE THE NEXT 5 YEARS
THAN THE PAST 50 YEARS
TAKE-AWAY 7
… SO BUCKLE UP FOR A BUMPY RIDE

121. THE DAY TECHNOLOGY
CAN DO BETTER MARKETING

122. THE DAY TECHNOLOGY
WILL DO BETTER MARKETING

123. THE DAY TECHNOLOGY
WILL DO BETTER MARKETING
MARKETING WILL GET BETTER…
OR IT WILL BE GAME OV3R

124. OUT
SEPTEMBER 2015

125. THANK YOU

126. UPCOMING SPEAKER EVENTS
CANNES JUNE LOS ANGELES JULY MIAMI AUGUST

127. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
www.brandhomefoundation.com

128. UPCOMING SPEAKER EVENTS
CANNES JUNE LOS ANGELES JULY MIAMI AUGUST

129. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
www.brandhomefoundation.com

130. UPCOMING SPEAKER EVENTS
CANNES JUNE LOS ANGELES JULY MIAMI AUGUST

131. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
www.brandhomefoundation.com

132. UPCOMING SPEAKER EVENTS
CANNES JUNE LOS ANGELES JULY MIAMI AUGUST

133. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
www.brandhomefoundation.com

134. UPCOMING SPEAKER EVENTS
CANNES JUNE LOS ANGELES JULY MIAMI AUGUST

135. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
www.brandhomefoundation.com

136. UPCOMING SPEAKER EVENTS
CANNES JUNE LOS ANGELES JULY MIAMI AUGUST

137. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
www.brandhomefoundation.com

138. UPCOMING SPEAKER EVENTS
CANNES JUNE LOS ANGELES JULY MIAMI AUGUST

139. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
www.brandhomefoundation.com

140. UPCOMING SPEAKER EVENTS
CANNES JUNE LOS ANGELES JULY MIAMI AUGUST

141. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
www.brandhomefoundation.com

142. UPCOMING SPEAKER EVENTS
CANNES JUNE LOS ANGELES JULY MIAMI AUGUST

143. DONATE TODAY
BRANDHOME FOUNDATION
IBAN BE09 0682 4746 9457
BIC GKCC BE BB
www.brandhomefoundation.com