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Turning The Brave New World Of Tech Into Hard-Headed Commercial Reality, Cindy Gallop

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Social Fresh Conference
Social Fresh Conference

Keynote Presentation from Innovation Congress 2017

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Turning The Brave New World Of Tech Into Hard-Headed Commercial Reality @cindygallop @socialfresh #innocon
> BRAND CONSCIENCE BRAND STEWARD 1. Change your mindset.
‘“You can still count on absolutely no ads interrupting your communication,” said Koum after revealing he was selling the company.’ Whatsapp And 7 Other Startups That Hated Advertising, Like Facebook – Adweek, February 20 2014
>MAKE GOOD ADVERTISING GOOD MAKE ADVERTISING
2. Objective drives strategy.
> BRAND CONSCIENCE BRAND STEWARD Blue-sky it
“What would WE love to have happen?”
CindyBot: ‘Cindy in your pocket’
3. Rebalance the power equation
Collaborative competition
Competitive collaboration
> BRAND CONSCIENCE BRAND STEWARD What’s your marketing business model?
4. Productize
>ADVERTISING UNITS PRODUCTS ADVERTISING
> BRAND CONSCIENCE BRAND STEWARD Things of utility and value that surprise and delight consumers in the way they’re delivered
“Little pellets of love”
5. Your audience MUST be your team
Diversity drives innovation
Women challenge the status quo because we are never it
“Diversity’s great, but we can’t lower the bar.”
Diversity RAISES the fucking bar.
If you start/run any company today with an all- white-male founding team, you will never own the future.
> BRAND CONSCIENCE BRAND STEWARD Break the closed loop of white guys talking to white guys about other white guys
There is a huge amount of money to be made out of taking women seriously
> BRAND CONSCIENCE BRAND STEWARD It’s not about diversity. It’s about humanity.
Make an absolute goddamn fucking shit-ton of money
“In order to predict the future, you have to invent it.” Alan Kay
cindy@ifwerantheworld.com

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