GAME OV3R: Stop building your brand, let your clients do it Disclaimer: Neither Tesla World nor Tesla Club Belgium are affiliated with Tesla Motors

4. LIVING IN A WORLD
WITHOUT MARKETING

5. WHICH CITY IS THIS?

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

7. 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)

10. 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

11. WHAT IS A BRAND?

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

13. A BRAND CAN BE
ANYTHING

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

15. BRANDS ARE STORIES IN YOUR BRAIN

16. STORIES THAT ARE SHARED WITH OTHERS

17. STORIES THAT ARE SHARED WITH OTHERS
3X

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

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

20. A BRAND CREATES AN
EMOTIONAL BOND
SURPASSING PRODUCT
EXPERIENCE

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

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

24. PART 1
LIVING IN A WORLD
WITHOUT MARKETING

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

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

27. BRANDSHIP®
=
BRAND
+
AMBASSADORSHIP

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

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

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

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

32. THE
CRITICAL FACTOR?
INNOVATION

33. THE
CRITICAL FACTORS?
INNOVATION
COMMUNITIES

34. 5 REASONS
WHY YOU
NEED BRAND
AMBASSADORS

35. TO HUMANIZE YOUR PRODUCT

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

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

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

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

40. TAKE AWAYS
1. BRANDSHIP SUPPORTS YOUR BRAND

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

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

43. 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

44. PART 2
CMO MEETS CIO

45. TECHNOLOGY IS
CHANGING MARKETING IN
SPEED RELEVANCE REACH

46. TECHNOLOGY
ALLOWS US
TO CREATE GREAT
PRODUCT EXPERIENCES

47. TECHNOLOGY
ALLOWS US
TO BECOME MORE
CUSTOMER CENTRIC

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

49. INNOVATION WILL DRIVE MARKETING
MARKETING WILL DRIVE INNOVATION

50. INNOVATION WILL DRIVE MARKETING
MARKETING WILL DRIVE INNOVATION

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

52. 1. TECHNOLOGY CHANGES MARKETING
TAKE AWAYS

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

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

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

56. PART 3
FROM BRAND EXPERIENCE
TO PRODUCT EXPERIENCE

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

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

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

60. BRAND VS.PRODUCT
EXPERIENCE?

61. BRAND DRIVEN
EXPERIENCE:
BRAND
ADDS VALUE
TO PRODUCT

62. BRAND DRIVEN
EXPERIENCE =
THE RESULT OF
MARKETING

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

64. PRODUCT DRIVEN
EXPERIENCE =
THE RESULT
OF TECHNOLOGY

65. GREAT EXPERIENCES TRAVEL FAST

66. SWEET SPOT
PRODUCT
EXPERIENCE
BRAND
EXPERIENCE

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

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

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

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

71. PART 4
CREATING A
SUSTAINABLE HYPE

72. RAGE HYPE TREND
RAGE, HYPE OR TREND?

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

74. 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

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

76. SUSTAINABILITY IS
A REQUIREMENT,
NOT A DIFFERENTIATOR

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

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

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

80. 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

81. 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

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

83. PART 5
GAME OV3R

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

85. THANK YOU