The document discusses the shift in marketing where Chief Marketing Officers (CMOs) are adopting technological roles as customer experiences become central to branding. It emphasizes how brands need to focus on creating valuable experiences to avoid commoditization, highlighting the significant spending on marketing versus technology. Laurent Bouty, the author, is an academic director and marketing expert who advocates for mass personalization and experience-driven strategies.

1. IN A WORLD WHERE EXPERIENCE IS
THE NEW BRANDING,
CMOS ARE BECOMING
TECHNOLOGIST!
LAURENT BOUTY
THE BEYONDERS

2. HOW TO EXIT THE COMMODITISATION TRAP?
Photo credit: Jez Timms

3. Commoditisation
Customers are increasingly choosing products and services based
on the quality of the experiences they have with them

4. 4
HUMANMore than a user
More than a buyer
More than a segment
Photo credit: Frank Mckenna

5. EXPERIENCE
IS
THE NEW BRANDING

6. 6
EXPERIENCES
CREATE
VALUE

7. HOW TO DESIGN EXPERIENCES?
TODAY?
Photo credit: Paul Green

8. INFINITE
TOUCHPOINTS

9. ALREADY IN
AN PHYGITAL WORLD?

10. THE BRAND
EXPERIENCE
IMPERATIVE

11. CMO Challenge(s)

12. Brands around the world spent more than
$1 trillion on marketing in 2014,
of which technology comprised about 1%
and advertising comprised about 50%.

13. 10x in 10 Years

14. PRIORITIES
BUDGET
POWER

15. ROI
MATH MEN NOT MADMEN
PUBLISH OR PERISH
MASS PERSONALISATION
CLOSE THE DEAL

16. ABOUT THE AUTHOR
Laurent Bouty is Academic Director of an Advanced Master in Creativity and Marketing at
Solvay Brussels School and Partner of FUTURELAB and THE BEYONDERS.
Connect me on:
LinkedIN (https://be.linkedin.com/in/laurentbouty)
Twitter (@lbouty)
Email (laurent@bouty.net)