This document discusses how evolving skillsets are needed in a changing world driven by digital transformation. It notes that new technologies often have effects in the long run that are underestimated in the short run. Brand building models may need to change as digital communication channels continue growing but people's time remains limited. New models are disrupting markets as companies own no physical assets but are still dominant. The fundamentals of brand communication may change as new technologies create new behaviors. Marketers will face the challenge of cutting through increasing complexity.

1. EVOLVING
SKILLSETS IN A
CHANGING WORLDOctober 2015

2. “We tend to overestimate the effect of a
technology in the short run and
underestimate the effect in the long run.”
AMARA’S LAW

3. THIS IS A TRUTH
IN BRAND
BUILDING.

4. IT’S ALL ABOUT
KEEPING
SHAREHOLDERS
HAPPY EVERY
QUARTER

5. BRANDS ARE MORE
VALUABLE TO BUSINESSES
THAN ANY TIME IN
HISTORY.
Currently 84% of market
capitalization is
intangible.
Source: Ocean Tomo, 2015

6. BUT PEOPLE
THINK LESS OF
BRANDS THAN
ANY TIME IN
HISTORY.
Source: Edelman Trust Barometer, 2015

7. AND THE
LIFESPAN OF
COMPANY IS
SHORTER THAN
ANYTIME IN
HISTORY.

8. NEW SKILLSETS SHOULD NOT BE
ABOUT DOING JUST DIGITAL
BETTER, THEY SHOULD BE
USING THE OPPORTUNITIES THAT
DIGITAL WILL CREATE TO BUILD
LONG TERM VALUE FOR
ORGANIZATIONS.

9. THIS IS NOT LONG
TERM VALUE.
(JUST BECAUSE YOU CAN MEASURE IT DOESN’T MEAN IT’S IMPORTANT)

10. <DIGITAL
Communication
DIGITAL
Organization

11. NEW MODELS ARE DISRUPTING
MARKETS.
“Uber, the world’s largest taxi company, owns
no vehicles. Facebook, the world’s most
popular media owner, creates no content.
Alibaba, the most valuable retailer, has no
inventory. And Airbnb, the world’s largest
accommodation provider, owns no real estate.
Something interesting is happening.”
TOM GOODWIN

12. IS FMCG IMMUNE?

13. PROBABLY
NOT.

14. CLOSING THE GAP
BETWEEN DEMAND AND
FULFILMENT.

15. ESTABLISHED THEORIES…
BRAND BUILDING AS MERE
SALIENCE AND A
MEANINGLESS
DISTINCTIVE.

16. /Mental and physical
availability
/Penetration driven
/Reach
/Memory structures
WILL THE FUNDAMENTALS OF BRAND
COMMUNICATION CHANGE?

17. PEOPLE ARE ADOPTING
QUICKER BUT…

18. NOW…NEW TECHNOLOGY,
THE SAME BEHAVIOURS.

19. NEXT…NEW TECHNOLOGY,
NEW BEHAVIOURS.

20. ALL DIGITAL COMMUNICATION CHANNELS GRAPHS
POINT UPWARDS.
Source: ITU, eMarketer and Pwc, 2015

21. NUMBER OF
HOURS IN A
DAY.
(THIS ONE DOESN’T)
1800 2015
Hours
per day
24h
30h

22. MORE OPPORTUNITIES TO TALK
TO PEOPLE DOES NOT MEAN
MORE EFFECTIVE
COMMUNICATION – AT SOME
POINT THE MODEL WILL HAVE TO
CHANGE

23. Moore’s Law Declining Storage CostKoomey’s Law
MACRO DRIVERS OF
CHANGE
(THE DIGITAL TRANSFORMATION HAS BARELY BEGUN)

24. AUTOMATED
everything.

25. EASTERN
PLATFORMS
PENETRATE
WESTERN
MARKETS.

26. DISAPPEARING
INTERNETSmart Everything

27. FOLLOWED BY THE
BREAKDOWN OF
CHANNELS.

28. The rise of
ARTIFICIAL INTELLIGENCE

29. GROWN UP
Augmenting Reality Virtual Reality

30. A “rebalanced” economy
A “REBALANCED”
ECONOMY.

31. FOR
MARKETERS…
THE BIGGEST
CHALLENGE WILL
BE CUTTING
THROUGH THE
COMPLEXITY.

32. THANK YOU!October 2015