The document discusses various topics related to branding and marketing in the digital age. It touches on how communication has changed both outside and within workplaces. It also addresses the importance of understanding customer behavior and building brands through storytelling and community. Several topics are brought up around the relationship between data, creativity, and innovation in branding as industries move to digital platforms and the marketplace becomes more fragmented.

1. PILLS FROM THE
2018 EDITION

2. “Messenger approach”
changed the way we
communicate outside and
inside the workplace

3. The only thing that makes the
difference between an effective team
and an ineffective one is “how the
team communicates”

4. Watch what customers do
with your products or
services

5. The entire media industry
is shifting from audience
to “fandom”

6. Storytelling is about
bringing people together,
create a community and a
sense of belonging

7. The marketplace is fragmented but
TV is still big as a reach and discovery tool.

8. Be where your fans are, TV is not enough.
Be agnostic about platforms.

9. BE data informed,
not data driven

10. find the perfect balance between
“math” and “creativity”

11. Linear broadcasting is not dying, is
reducing but will evolve and complement
with other forms of content fruition

12. Digital competition for
broadcaster It’s not a zero
sum game. If you create
contents by design, you’re
gaining values

13. “CMOs are not interested in brand
anymore because you can’t measure it.”
FALSE!

14. How do you adapt your brands in
digital to maintain relevance?

15. Brands usually overestimate
short term impacts and
underestimate long term
implications

16. https://www.youtube.com/watch?v=5u5Nlvj2kgc

17. Use data to create
competitive advantage

18. Innovate the way brands are built.
From inside the company, for customers.

19. digital economy is creating a near
perfect competition, it’s value for users

20. Data asymmetry creates
space for disruption

21. PLATFORMS are in control.

22. Not everything that can be
counted counts… and not
everything that counts can be
counted.

23. Brands
=
Tangible
+
intangible

24. It’s important to
understand and define the
role of a brand in people’s
lives… In reality

25. Innovation happens at the
intersection of Brand
and customer

26. Building a brand is an iterative,
Fluid process

27. BRANDING IS KEY TO
REPUTATION AND TRUST

28. BRAND REPUTATION AND
TRUST DRIVES BUSINESS
PERFORMANCE

29. Creativity is intelligence
with fun
a. einstein

30. Creativity is a
conflict of ideas
saatchi

31. How to judge an idea:
1. Purpose
2. Emotion
3. impact

32. https://vimeo.com/216546786

33. How could you have an idea
that works and grabs
attention in a multi-
screens attentionspan?

34. How much of your time is
spent marketing
internally your
organization?

35. We live in a “post trust” era

36. Brands are being asked to take an
ethical standing. It’s hugely important
for new generations, it makes the
difference in which brand they choose
between the competition.

37. Changing the way we work is
the number one topic for CMO

38. AGILE MARKETING
=
Try, fail & optimize

39. … but The real “bar” is the
customer: what they want
to hear from us?

40. AI and VR will change the
marketing the same way
internet change it 20 years ago

41. Great ideas
are supposed
to be scary

42. Stand up for your
brand values

43. https://vimeo.com/271689116

44. Don’t underestimate
your brand role in
pop culture

45. https://www.youtube.com/watch?v=ltzy5vRmN8Q

46. Make fun of your product

47. https://www.youtube.com/watch?v=kPcDRlRi4F0

48. Face your stakeholders.

49. bring lawyers to your side.

50. Make sure no one dies.

51. Fuck the hype!
https://youtu.be/xw1xX-yU0oM

52. WHAT WILL BRANDS BE LIKE IN 2050?

53. Brands as ideologies.

54. https://www.youtube.com/watch?v=3CU2aBFPMYQ

55. Brands as humanized operating system

56. https://www.youtube.com/watch?v=bBOXQz7OHqQ

57. Brands as physical spaces

58. https://www.youtube.com/watch?v=xQYSy8w9j5c

59. How will a brand express itself in a
world not so visual anymore?

60. Will AI replace
human creativity?

61. When you cut down brands to the
essential you miss the impact on people

62. Michele Sarzana
Fb.com/michelesarzana
Linkedin.com/michelesarzana
Instagram.com/michelesarzana
Twitter.com/michelesarzana