Erik Saelens, founder & executive strategic director of Brandhome speaks at Tesla World. In his talk he will be referring to Tesla Motors and other disruptive marketers, who build a global community with their innovative products and services without any marketing strategy or spending a single marketing dollar. Erik will share his vision and insights on the new era of marketing: a world without marketing, a world with Brandship®.

1. LIVING IN A WORLD
WITHOUT MARKETING

2. WHICH CITY IS THIS?

3. ERIK SAELENS
FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
41 YEARS
LIVES IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS
HOBBIES

4. 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)

7. PART 1: LIVING IN A WORLD WITHOUT MARKETING
PART 2: CMO MEETS CIO
PART 3: FROM BRAND EXPERIENCE TO PRODUCT EXPERIENCE
PART 4: CREATING A SUSTAINABLE HYPE
PART 5: GAME OV3R
TOPICS

8. WHAT IS A BRAND?

9. WHAT IS A BRAND?
COLOUR SCENT SHAPE PLACE SOUND

10. A BRAND CAN BE
ANYTHING

11. MUCH MORE THAN A NAME
MUCH MORE THAN A LOGO
MUCH MORE THAN AN ADVERT
A BRAND IS

12. BRANDS ARE STORIES IN YOUR BRAIN

13. STORIES THAT ARE SHARED WITH OTHERS

14. STORIES THAT ARE SHARED WITH OTHERS
3X

15. STORIES THAT ARE SHARED WITH OTHERS
3X
9X
THE 3/9 TIMES
RIPPLE EFFECT

16. A BRAND IS A BELIEF SYSTEM
WHERE YOUR STAKEHOLDERS
REWARD YOU WITH LOYALTY
& SPREAD THE WORD TO OTHERS

17. A BRAND CREATES AN
EMOTIONAL BOND
SURPASSING PRODUCT
EXPERIENCE

19. BUILDING A BRAND COSTS A LOT OF MONEY, TIME AND EFFORT… RIGHT?

20. BUILDING A BRAND COSTS A LOT OF MONEY, TIME AND EFFORT… RIGHT?
NOT IF YOU DISCOVER HOW TO THINK OUT OF YOUR BOX

21. PART 1
LIVING IN A WORLD
WITHOUT MARKETING

22. TESLA HAS NO
TRADITIONAL
MARKETING
AND THAT’S
NO PROBLEM

23. NO ABOVE THE LINE CAMPAIGNS / NO DEALERS
NO SALES PEOPLE / NO FREE TEST DRIVES / NO SHOWROOMS

24. BRANDSHIP®
=
BRAND
+
AMBASSADORSHIP

25. BRAND AMBASSADORS
ADVOCATE YOUR BRAND BECAUSE
THEY BELIEVE IN WHAT YOU DO

26. BRANDSHIP® REPLACES
YOUR MARKETING EFFORTS
WITH A MORE CREDIBLE MEDIUM

27. STRONG BRANDS APPEAL
TO THE HIGHEST NICHE TO GET
THE MAJORITY BEHIND
= THE TIPPING POINT

28. FASHION BRANDS
TARGET A
SELECT NICHE
TO BE FOLLOWED
BY THE MAJORITY

29. THE
CRITICAL FACTOR?
INNOVATION

30. THE
CRITICAL FACTORS?
INNOVATION
COMMUNITIES

31. 5 REASONS
WHY YOU
NEED BRAND
AMBASSADORS

32. TO HUMANIZE YOUR PRODUCT

33. TO HUMANIZE YOUR PRODUCT
TO CREATE POSITIVE WORD OF MOUTH

34. TO HUMANIZE YOUR PRODUCT
TO CREATE POSITIVE WORD OF MOUTH
TO CREATE A VIRAL BRAND EXPOSURE

35. TO HUMANIZE YOUR PRODUCT
TO CREATE POSITIVE WORD OF MOUTH
TO CREATE A VIRAL BRAND EXPOSURE
TO CREATE TRUST

36. TO HUMANIZE YOUR PRODUCT
TO CREATE POSITIVE WORD OF MOUTH
TO CREATE A VIRAL BRAND EXPOSURE
TO CREATE TRUST
TO GENERATE VALUABLE FEEDBACK

37. TAKE AWAYS
1. BRANDSHIP SUPPORTS YOUR BRAND

38. 1. BRANDSHIP SUPPORTS YOUR BRAND
2. THE MAJORITY FOLLOWS THE NICHE
TAKE AWAYS

39. 1. BRANDSHIP SUPPORTS YOUR BRAND
2. THE MAJORITY FOLLOWS THE NICHE
3. TO SKIP MARKETING, COMPANIES SHOULD INNOVATE
TAKE AWAYS

40. 1. BRANDSHIP SUPPORTS YOUR BRAND
2. THE MAJORITY FOLLOWS THE NICHE
3. TO SKIP MARKETING, COMPANIES SHOULD INNOVATE
4. INNOVATION IS SUPPORTED BY COMMUNITIES
TAKE AWAYS

41. PART 2
CMO MEETS CIO

42. TECHNOLOGY IS
CHANGING MARKETING IN
SPEED RELEVANCE REACH

43. TECHNOLOGY
ALLOWS US
TO CREATE GREAT
PRODUCT EXPERIENCES

44. TECHNOLOGY
ALLOWS US
TO BECOME MORE
CUSTOMER CENTRIC

45. IN ORDER TO SURVIVE
CMO’S DON’T NEED TO
UNDERSTAND TECHNOLOGY
THEY HAVE TO BECOME IT

46. INNOVATION WILL DRIVE MARKETING
MARKETING WILL DRIVE INNOVATION

47. INNOVATION WILL DRIVE MARKETING
MARKETING WILL DRIVE INNOVATION

48. TECHNOLOGY AND INNOVATION
ARE THE ESSENCE OF SURVIVAL
1965 1997 2012
PRICE PER SHARE

49. 1. TECHNOLOGY CHANGES MARKETING
TAKE AWAYS

50. 1. TECHNOLOGY CHANGES MARKETING
2. MARKETING NEEDS TO BECOME TECHNOLOGY
TAKE AWAYS

51. 1. TECHNOLOGY CHANGES MARKETING
2. MARKETING NEEDS TO BECOME TECHNOLOGY
3. TECHNOLOGY CREATES EXPERIENCE
TAKE AWAYS

52. 1. TECHNOLOGY CHANGES MARKETING
2. MARKETING NEEDS TO BECOME TECHNOLOGY
3. TECHNOLOGY CREATES EXPERIENCE
4. INNOVATION IS CRITICAL FOR SURVIVAL
TAKE AWAYS

53. PART 3
FROM BRAND EXPERIENCE
TO PRODUCT EXPERIENCE

54. LOADING
GREAT BRANDS KNOW HOW
TO GO FROM FUNCTIONAL
TO EMOTIONAL RATIONALISATION

55. LOADING
GREAT BRANDS KNOW HOW
TO GO FROM FUNCTIONAL
TO EMOTIONAL RATIONALISATION
EMOTIONS ARE TRIGGERED BY EXPERIENCES

56. WHEN YOUR
PRODUCT CREATES
AN EXPERIENCE
…
IT STARTS BUILDING
YOUR BRAND

57. BRAND VS.PRODUCT
EXPERIENCE?

58. BRAND DRIVEN
EXPERIENCE:
BRAND
ADDS VALUE
TO PRODUCT

59. BRAND DRIVEN
EXPERIENCE =
THE RESULT OF
MARKETING

60. PRODUCT DRIVEN
EXPERIENCE:
PRODUCT (INNOVATION)
ADDS VALUE TO BRAND

61. PRODUCT DRIVEN
EXPERIENCE =
THE RESULT
OF TECHNOLOGY

62. GREAT EXPERIENCES TRAVEL FAST

63. SWEET SPOT
PRODUCT
EXPERIENCE
BRAND
EXPERIENCE

64. INNOVATION
AND EXPERIENCE
NEED TO BE
SUSTAINABLE
IN ORDER TO
BE RELEVANT

65. 1. TECHNOLOGY = PRODUCT EXPERIENCE + BRAND EXPERIENCE
TAKE AWAYS

66. 1. TECHNOLOGY = PRODUCT EXPERIENCE + BRAND EXPERIENCE
2. EXPERIENCE = SHAREABLE AND VALUABLE
TAKE AWAYS

67. 1. TECHNOLOGY = PRODUCT EXPERIENCE + BRAND EXPERIENCE
2. EXPERIENCE = SHAREABLE AND VALUABLE
3. SUSTAINABILITY = KING
TAKE AWAYS

68. PART 4
CREATING A
SUSTAINABLE HYPE

69. RAGE HYPE TREND
RAGE, HYPE OR TREND?

70. THE TIPPING POINT
THE MOMENT WHEN AN IDEA, TREND OR SOCIAL BEHAVIOR
CROSSES A CERTAIN LINE AND SPREADS LIKE AN EPIDEMIC

71. THE TIPPING POINT
A SMALL NUMBER
OF PEOPLE WITH
SPECIAL SKILL SETS
A MESSAGE SO MEMORABLE
THAT IT STICKS IN
SOMEONE’S MIND AND
FORCES THEM TO ACT
SMALL CHANGES IN CONTEXT
OR CIRCUMSTANCES
THE LAW OF THE FEW THE STICKINESS FACTOR THE POWER OF CONTEXT

72. YOU CAN HYPE A QUESTIONABLE PRODUCT
FOR A LITTLE WHILE, BUT YOU’LL NEVER BUILD
AN ENDURING BUSINESS
- VICTOR KIAM -
“ “

73. SUSTAINABILITY IS
A REQUIREMENT,
NOT A DIFFERENTIATOR

74. ONLY WHEN SUSTAINABILITY
IS BEING CONSTANTLY IMPROVED,
IT BECOMES ADDED VALUE

75. 1. THE TIPPING POINT = THE BIRTH OF A RAGE, TREND OR HYPE
TAKE AWAYS

76. 1. THE TIPPING POINT = THE BIRTH OF A RAGE, TREND OR HYPE
2. CREATE A HYPE, ANTICIPATE TO A RAGE
TAKE AWAYS

77. 1. THE TIPPING POINT = THE BIRTH OF A RAGE, TREND OR HYPE
2. CREATE A HYPE, ANTICIPATE TO A RAGE
3. SUSTAINABILITY IS A REQUIREMENT, NOT A DIFFERENTIATOR
TAKE AWAYS

78. 1. THE TIPPING POINT = THE BIRTH OF A RAGE, TREND OR HYPE
2. CREATE A HYPE, ANTICIPATE TO A RAGE
3. SUSTAINABILITY IS A REQUIREMENT, NOT A DIFFERENTIATOR
4. CONSTANTLY IMPROVED SUSTAINABILITY CREATES ADDED VALUE
TAKE AWAYS

79. RECAP
GO-TO-MARKET
WAY-TO-MARKET
GET-TO-MARKET
TIME-TO-MARKET

80. PART 5
GAME OV3R

81. OUT
NOVEMBER 2015
WWW.GAME-OV3R.COM

82. THANK YOU