The document discusses the shift from traditional advertising to branded content, emphasizing the need for companies to engage consumers through relevant, interactive content rather than disrupting their experience with ads. It highlights how networked conversations allow consumers to be more informed and active in their engagement with brands. The future of advertising lies in establishing relationships with consumers by offering valuable content that resonates with their interests and needs.

1. TORSTEN HENNING HENSEL
PARTNER // CREATIVE CONSULTANT
NOUVÉ // WWW.NOUVE.EU
STOP YOUR BORING
M.O.N.O.L.O.G.U.E.S!
IT‘S TIME FOR BRANDED CONTENT
BERLIN // SEPTEMBER 2010

2. TODAY’S TECHNOLOGY ALLOWS THE
TRANSPORT OF UNLIMITED DATA AND
WWW.FLICKR.COM/PHOTOS/SANCHOME/72767610
THUS AN UNLIMITED INDIVIDUALI-
SATION IN A PERMANENT DIALOGUE.

3. THANKS TO THE NEW TECHNOLOGIES,
A VAST NUMBER OF COMMUNICATION
CHANNELS HAS RISEN THAT INVOLVE
THE CONSUMER BETTER THAN EVER.

4. AT THE SAME TIME, TECHNOLOGY
ALLOWS CONSUMERS TO
SKIP ADVERTISING

5. THUS, THE QUESTION IS: WHY DO
MARKETERS STILL WASTE THEIR
MONEY AND OUR TIME WITH THE
DISTRIBUTION OF OLD-FASHIONED,
NON-INTERACTIVE TVCS AND ADS?

6. ”PEOPLE DON‘T LIKE ADS.
THE MORE ACCESS PEOPLE HAVE TO
TECHNOLOGY, THE MORE THEY WILL
USE IT TO SKIP ADVERTISING. WHEN
YOU AS A CONSUMER WANT CONTENT,
YOU JUST WANT CONTENT. YOU DON‘T
WANT TO BE INTERRUPTED!“
BOB GARFIELD: THE CHAOS SCENARIO 2.0

7. ADVERTISING WAS YESTERDAY.
CONTENT IS THE FUTURE.
ADVERTISING BANNED: SAO PAUL
O 2005 AND 2007

8. THE INTERNET IS ENABLING CONVERSATIONS
AMONG HUMAN BEINGS THAT WERE SIMPLY NOT
POSSIBLE IN THE ERA OF MASS MEDIA.
THESE NETWORKED CONVERSATIONS ARE ENABLING
POWERFUL NEW FORMS OF SOCIAL ORGANIZATION
AND KNOWLEDGE EXCHANGE TO EMERGE.
AS A RESULT, MARKETS ARE GETTING SMARTER,
MORE INFORMED, MORE ORGANIZED. PARTICIPATION
IN A NETWORKED MARKET CHANGES PEOPLE
FUNDAMENTALLY.
FROM: THE CLUETRAIN MANIFESTO, 1999

9. THE NEW COMMUNICATION
SCENARIO CREATES THE TYPE OF A
CRITICAL USER WHO ACTIVELY SEEKS
FOR INFORMATION INSTEAD OF
PASSIVELY CONSUMING IT.
WWW.FLICKR.COM/PHOTOS/GUILLERMODURAN/2079885792

10. PEOPLE IN NETWORKED MARKETS HAVE
FIGURED OUT THAT THEY GET FAR BETTER
INFORMATION AND SUPPORT FROM ONE
ANOTHER THAN FROM VENDORS.
THE NETWORKED MARKET KNOWS MORE
THAN COMPANIES DO ABOUT THEIR OWN
PRODUCTS. AND WHETHER THE NEWS IS
GOOD OR BAD, THEY TELL EVERYONE.
WWW.FLICKR.COM/PHOTOS/GUILLERMODURAN/2148607872
FROM: THE CLUETRAIN MANIFESTO, 1999

11. THIS NEW USER IS MUCH MORE
POWERFUL THAN YESTERDAY‘S
CONSUMERS. HE WANTS TO HAVE A
SAY AND CO-CREATE THINGS.
WWW.FLICKR.COM/PHOTOS/VILLAGE9991/4032279348

12. THE NEW USER
UNDERSTANDS
HIMSELF AS A
DIALOGUE
PARTNER, NOT
AS A TARGET.
BRANDS HAVE
TO MATCH HIS
SELF-CONCEPT,
WWW.FLICKR.COM/PHOTOS/POUNKIE/4690428587
NOT VICE VERSA.

13. BRANDS HAVE TO FASCINATE THIS
KIND OF USER – AND TO STOP
PENETRATING HIM WITH ADS.
THE NEW USER REQUESTS THE
INFORMATION BY HIMSELF.
WWW.FLICKR.COM/PHOTOS/ASPIDISTRA/3041021769

14. THUS, BRANDS NEED RELEVANT
CONTENT: INFOTAINMENT, ENTER-
TAINMENT AND/OR SERVICE.
WWW.FLICKR.COM/PHOTOS/JESSIE-ROWLANDS/2772606977

15. RELEVANT CONTENT HELPS TO
GENERATE PUBLICITY MUCH EASIER
AND CHEAPER THAN BEFORE. USERS
WILLINGLY HELP TO SHARE, BUILD UP
AND CO-CREATE CONTENT.
WWW.FLICKR.COM/PHOTOS/JESSIE-ROWLANDS/2772152504

16. BRANDS WHICH HAVE NO RELEVANT
CONTENT TO OFFER WILL (SOONER
OR LATER) GET IN TROUBLE. EVEN
THE BIGGEST AD BUDGETS WON‘T
HELP THEM AS THE CONSUMERS SKIP
WWW.FLICKR.COM/PHOTOS/10698020@N08/4200675564
THEIR ADS.

17. WE ARE IMMUNE TO ADVERTISING.
IF YOU WANT US TO TALK TO YOU, TELL
US SOMETHING. MAKE IT SOMETHING
INTERESTING FOR A CHANGE.
FROM: THE CLUETRAIN MANIFESTO, 1999
WWW.FLICKR.COM/PHOTOS/33409140@N04/3351916041

18. ”WE NEED TO REINVENT THE WAY WE
MARKET TO CONSUMERS.“
A.G. LAFLEY , CHAIRMAN PROCTER & GAMBLE

19. ”WHAT WE NEED IS A MIND-SET SHIFT
THAT WILL MAKE US RELEVANT TO
TODAY'S CONSUMERS, A MIND-SET
SHIFT FROM 'TELLING AND SELLING'
TO BUILDING RELATIONSHIPS.“
JIM STENGEL, CMO PROCTER & GAMBLE

20. BRANDED CONTENT HELPS TO
BUILD THE RELATIONSHIPS BETWEEN
CONSUMERS AND BRANDS.
WWW.FLICKR.COM/PHOTOS/SCAR_/1727641766

21. BRANDED CONTENT IS ANY CONTENT
PAID FOR BY AN ADVERTISER WITH
WWW.FLICKR.COM/PHOTOS/LOLLYKNIT/417661856
THE AIM OF REFLECTING THEIR OWN
BRAND VALUE WITHIN.

22. COMPANIES SHOULD START TO
PRODUCE BRANDED CONTENT TO
WWW.FLICKR.COM/PHOTOS/24316996@N05/4166382337
CONNECT WITH THE CONSUMERS
AND THEIR WORLD.

23. ”THE SOLE ROLE OF FUTURE
ADVERTISING WILL BE TO DRIVE
TRAFFIC TO THE WEBSITES – WHERE
PEOPLE CAN DIVE INTO A BROADER
BRAND EXPERIENCE“
BOB GARFIELD: THE CHAOS SCENARIO 2.0

24. THANK YOU!
WANT TO KNOW MORE? GET IN CONTACT:
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