This document discusses the need for brands to integrate and adapt their strategies and approaches to the current realities of marketing. It argues that brands can no longer rely on tight control of their message and must embrace more complex, multi-directional interactions with consumers. The key shifts discussed are from one-way broadcasting to two-way engagement; from single, unified ideas to many smaller insights; and from isolated campaigns to ideas with longevity across various touchpoints throughout the year. The overarching message is that brands must transition from old, linear methods to new, dynamic approaches that focus on understanding and adding value to people's lives if they want to successfully connect with audiences today.

1. LET’S INTEGRATE
FROM MISCONCEPTIONS TO REALITY

2. “MANY OF THE TRUTHS WE
CLING TO DEPEND ON
OUR POINT OF VIEW.”
-YODA-

3. FIVE YEARS AGO,
EVERYBODY WAS RAVING
HOW THE INDUSTRY IS GOING
TO CHANGE

4. THAT WAS NOTHING
COMPARED TO WHAT’S
GOING ON NOW

5. ONE TRICK PONIES
ARE FINALLY OUT
OF WORK

6. WE ARE IN A
TOTALLY DIFFERENT
BUSINESS NOW

7. “UNLEARN WHAT YOU
HAVE LEARNED.”
-YODA-

8. IT USED TO BE ABOUT
PUSHING A UNIFIED VISION
OF YOUR BRAND TO AS
MANY PEOPLE AS POSSIBLE
AS OFTEN AS YOU COULD

9. IT WAS ALL
ABOUT CONTROL

10. WE DON’T HAVE THAT
LUXURY ANY MORE AND
PEOPLE ARE OPTING OUT.
BRANDS HAVE LOST
THE CONTROL

11. IN THE AGE OF
CONVERSATION
BRANDS AND THEIR
COMMUNICATION IS
WHAT PEOPLE
MAKE OF IT

12. “INTERNET IS A RAZORBLADE
DEFTLY LOPPING OFF THE
SPINE OF YOUR TIGHTLY
WOVEN BRAND BOOK AND
REORDERING THE TEXT
HOWEVER IT SEES
MOST FIT.”
-JOHN V WILLSHIRE-

13. INTEGRATED IS NOT AND
CAN NOT BE ABOUT
ONE BIG IDEA IN MULTIPLE
MEDIAS OR TOUCHPOINTS.

14. MATCHING LUGGAGES
IS NOT INTEGRATION

15. IT’S ALL ABOUT PEOPLE,
PRODUCT AND SERVICES
BEING CONNECTED.

16. THE STUFF YOU PUT OUT
THERE, WILL BE JUDGED,
FILTERED, EDITED,
COMMENTED, SHARED,
MASHED UP OR JUST
IGNORED NO MATTER WHAT
YOU DO.

17. WE TALK ABOUT
ENGAGEMENT, DIALOGUE,
CROWD SOURCING, BLAH,
BLAH, BLAH, BLAH. AND AS
SO MANY TIMES WE FALL
FLAT ON OUR FACES.

18. WHY?

19. BECAUSE WE USE
THE OLD METHODS AND
TOOLS IN A NEW WORLD.

20. “DO OR DO NOT. THERE IS
NO TRY.”
-YODA-

21. FROM ONE BIG IDEA TO
LOT OF SMALL IDEAS

22. AS SAID THE GUIDING LINE
FOR US HAS BEEN FINDING
ONE BIG IDEA, A THEME FOR
OUR COMMUNICATION AND
MULTIPLY THAT WITH MEDIA
CHANNELS.

23. INSTEAD WE SHOULD BE
FOCUSING ON BETTER
INSIGHTS THAT LEADS US TO
MANY SMALLER IDEAS

24. ONLY THEN CAN WE
TRULY CONNECT WITH OUR
AUDIENCE

25. “BRAND IDENTITY MEANS
THAT BRANDS HAVE AN
IDENTITY, NOT THAT THEY
NEED TO BE IDENTICAL ALL
THE TIME, TO EVERYBODY,
EVERY DAY.”
- TORSTEN HENNING HENSEL, MOLECULAR BRAND-

26. FROM ONE LINEAR STORY
TO COMPLEX
TRANSMEDIAL STORIES

27. WE NEED TO STOP
CREATING CONTENT INTO A
VACUUM AND START TO
CREATE INTO THE REAL
WORLD.

28. THE REAL WORLD IS
COMPLEX AND WE NEED TO
EMBRACE THE COMPLEXITY
TO CREATE BETTER BRAND
WORLDS.

29. Source: Griffin Farley, Planning for Transmedia / 2012

30. Source: Griffin Farley, Planning for Transmedia / 2012

31. “TO TAKE ADVANTAGE OF
EVERYTHING TODAYS
LANDSCAPE HAS TO OFFER
YOU NEED A WORLD.”
- GRIFFIN FARLEY-

32. IN THE REAL WORLD THERE
IS NO BEGINNING, NO END
AND PEOPLE ARE NOT
“ENGAGING WITH
CAMPAIGNS”.

33. FROM BRAND
ENGAGEMENT TO
ENGAGING BRANDS

34. THE WAY WE THINK
ABOUT ENGAGEMENT
NEEDS TO CHANGE.

35. INSTEAD OF TRYING TO GET
PEOPLE TO
ENGAGE WITH BRANDS, WE
SHOULD AIM FOR BRANDS
TO ENGAGE
WITH PEOPLE.

36. ONLY THEN CAN BRANDS
ADD REAL VALUE TO
PEOPLE’S LIVES.

37. FROM CONTENT
FROM CONTENT
EXCELLENCE TO PEOPLE
EXCELLENCE TO
EXCELLENCE.
PEOPLE EXCELLENCE

38. WE HANG ON THE
NOTION THAT CONTENT
IS EVERYTHING.

39. THE QUEST FOR
KILLER CONTENT
DOESN’T HELP MUCH, IF WE
DON’T UNDERSTAND
WHAT PURPOSE IT
SERVES PEOPLE.

40. ONLY BY UNDERSTANDING
PEOPLE AND THEIR LIVES,
CAN WE START MAKING
MORE MEANINGFUL AND
COMPELLING STORIES.

41. THE STORIES AND THE
TOOLS HAS CHANGED. A
STORY CAN BE A PRODUCT
OR INNOVATION.

42. WE HAVE SHIFTED FROM
STORYTELLERS TO
STORYMAKERS

43. “WE TELL
OURSELVES STORIES
IN ORDER TO LIVE.”
- JOAN DIDION-

44. FROM 360 TO 365

45. EFFECTIVENESS OF MOST
MEDIA CHANNELS HAS
BECOME SO SMALL THAT WE
HAVE TO THINK OUTSIDE OF
CAMPAIGNS.

46. WE CANNOT EXPECT TO
PEOPLE PAY ATTENTION
WHENEVER WE WANT.

47. WE NEED IDEAS WITH
LONGETIVITY, THAT CAN LIVE
OUTSIDE CAMPAIGN AND IN
VARIOUS TOUCHPOINTS.

48. WE NEED IDEAS WITH
LONGETIVITY, THAT CAN LIVE
OUTSIDE CAMPAIGN AND IN
VARIOUS TOUCHPOINTS.

49. THANK YOU!