Why brands must think and behave like media companies

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Why brands must think and behave like media companies: Rethinking Marketing with Lessons from Hollywood. Presented at the Asean CMO Experience, Kuala Lumpur, Malaysia, 17 July 2018.

Marketing

17/7/2018 MIGUELBERNAS.COM 3
ADVERTISING & MARKETING: LAST 50 YEARS
THE CONSUMER
INTERRUPTION
THE CONTENT

17/7/2018 MIGUELBERNAS.COM 4
DIGITAL MEDIA RUINED EVERYTHING

17/7/2018 MIGUELBERNAS.COM 5
CONSUMERS ARE REJECTING INTERRUPTION
“Most ads are annoying. That’s why people pay to avoid them. Want to
avoid radio ads? Hello, Apple Radio or Spotify Premium. Fed up of ads
interrupting your favourite TV programme? Get on Netflix and Amazon
Prime or get a DVR. Digital? The [ad] blocker’s on.”
Pelle Sjoenell
Chief Creative Officer
BBH Worldwide

17/7/2018 MIGUELBERNAS.COM 6
CONSUMERS ARE REJECTING INTERRUPTION
Source: PageFair

17/7/2018 MIGUELBERNAS.COM 7
MARKETING IN THE DIGITAL MEDIA AGE
MY CHALLENGE TO MARKETERS:
INTERRUPT
PUSH
CAMPAIGN-BASED

17/7/2018 MIGUELBERNAS.COM 8
MARKETING IN THE DIGITAL MEDIA AGE
MY CHALLENGE TO MARKETERS:
INTERRUPT  INTEREST
PUSH  PULL
CAMPAIGN-BASED  CONTENT-BASED

17/7/2018 MIGUELBERNAS.COM 9
LESSONS FROM HOLLYWOOD

17/7/2018 MIGUELBERNAS.COM 10
LESSONS FROM HOLLYWOOD
NOT CONSUMERS BUT A LOYAL AUDIENCE
MASTER THE ART OF STORYTELLING

17/7/2018 MIGUELBERNAS.COM 11
WHY STORYTELLING?

17/7/2018 MIGUELBERNAS.COM 12
WHAT SETS HUMANS APART FROM ANIMALS

PEOPLE HAVE BEEN TELLING THE SAME STORIES
THROUGHOUT HISTORY…
17/7/2018 MIGUELBERNAS.COM 13

17/7/2018 MIGUELBERNAS.COM 15
THE SEVEN BASIC PLOTS
OVERCOMING THE MONSTER RAGS TO RICHES
THE QUEST VOYAGE AND RETURN
COMEDY TRAGEDY
REBIRTH

17/7/2018 MIGUELBERNAS.COM 16
EIGHT CHARACTER ARCHETYPES

17/7/2018 MIGUELBERNAS.COM 17
STORYTELLING BY BRANDS: CHIPOTLE
Watch on YouTube

ORDINARY WORLD
RETURN TO THE ORDINARY
WORLD
ADVENTURE WORLD
17/7/2018 MIGUELBERNAS.COM 18

17/7/2018 MIGUELBERNAS.COM 23
AND SO ON…

17/7/2018 MIGUELBERNAS.COM 26
STORYTELLING BY BRANDS: HP
Watch on YouTube

START WITH THE AUDIENCE
17/7/2018 MIGUELBERNAS.COM 27

CONTENT- VS CAMPAIGN-BASED MARKETING
17/7/2018 MIGUELBERNAS.COM 28
Campaign audience Owned audience

17/7/2018 MIGUELBERNAS.COM 29
WALT DISNEY’S CORPORATE STRATEGY, 1957

BEST PRACTICE: RED BULL & MICHELIN
17/7/2018 MIGUELBERNAS.COM 30

17/7/2018 MIGUELBERNAS.COM 31
SERVING AN AUDIENCE: JOHN DEERE
Watch on YouTube

BEST PRACTICE: DEL MONTE KITCHENOMICS
17/7/2018 MIGUELBERNAS.COM 32

BEST PRACTICE: GE REPORTS
17/7/2018 MIGUELBERNAS.COM 33
GE Reports portal

BEST PRACTICE: LONG ISLAND WATCH CO
17/7/2018 MIGUELBERNAS.COM 35
Long Island Watch YouTube channel

BEST PRACTICE: LONG ISLAND WATCH CO
17/7/2018 MIGUELBERNAS.COM 36

17/7/2018 MIGUELBERNAS.COM 37
STORYTELLING BY BRANDS: VISA’S #TOKYOUNEXPECTED
Watch on YouTube

THANK YOU
MIGUEL BERNAS
LinkedIn
Twitter @phatfreemiguel
Instagram @twolfsden
YouTube #twolfsden
17/7/2018 MIGUELBERNAS.COM 38

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Why brands must think and behave like media companies

1. 17/7/2018 MIGUELBERNAS.COM 1 WHY BRANDS MUST THINK AND BEHAVE LIKE MEDIA COMPANIES: Rethinking Marketing with Lessons from Hollywood

2. 17/7/2018 MIGUELBERNAS.COM 2 MY CAREER IN BRAND STORYTELLING PUBLIC RELATIONS › ADVERTISING › JOURNALISM › TELEVISION › TELECOMMUNICATIONS › FINTECH › DIGITAL MEDIA

3. 17/7/2018 MIGUELBERNAS.COM 3 ADVERTISING & MARKETING: LAST 50 YEARS THE CONSUMER INTERRUPTION THE CONTENT

4. 17/7/2018 MIGUELBERNAS.COM 4 DIGITAL MEDIA RUINED EVERYTHING

5. 17/7/2018 MIGUELBERNAS.COM 5 CONSUMERS ARE REJECTING INTERRUPTION “Most ads are annoying. That’s why people pay to avoid them. Want to avoid radio ads? Hello, Apple Radio or Spotify Premium. Fed up of ads interrupting your favourite TV programme? Get on Netflix and Amazon Prime or get a DVR. Digital? The [ad] blocker’s on.” Pelle Sjoenell Chief Creative Officer BBH Worldwide

6. 17/7/2018 MIGUELBERNAS.COM 6 CONSUMERS ARE REJECTING INTERRUPTION Source: PageFair

7. 17/7/2018 MIGUELBERNAS.COM 7 MARKETING IN THE DIGITAL MEDIA AGE MY CHALLENGE TO MARKETERS: INTERRUPT PUSH CAMPAIGN-BASED

8. 17/7/2018 MIGUELBERNAS.COM 8 MARKETING IN THE DIGITAL MEDIA AGE MY CHALLENGE TO MARKETERS: INTERRUPT  INTEREST PUSH  PULL CAMPAIGN-BASED  CONTENT-BASED

9. 17/7/2018 MIGUELBERNAS.COM 9 LESSONS FROM HOLLYWOOD

10. 17/7/2018 MIGUELBERNAS.COM 10 LESSONS FROM HOLLYWOOD NOT CONSUMERS BUT A LOYAL AUDIENCE MASTER THE ART OF STORYTELLING

11. 17/7/2018 MIGUELBERNAS.COM 11 WHY STORYTELLING?

12. 17/7/2018 MIGUELBERNAS.COM 12 WHAT SETS HUMANS APART FROM ANIMALS

13. PEOPLE HAVE BEEN TELLING THE SAME STORIES THROUGHOUT HISTORY… 17/7/2018 MIGUELBERNAS.COM 13

14.

15. 17/7/2018 MIGUELBERNAS.COM 15 THE SEVEN BASIC PLOTS OVERCOMING THE MONSTER RAGS TO RICHES THE QUEST VOYAGE AND RETURN COMEDY TRAGEDY REBIRTH

16. 17/7/2018 MIGUELBERNAS.COM 16 EIGHT CHARACTER ARCHETYPES

17. 17/7/2018 MIGUELBERNAS.COM 17 STORYTELLING BY BRANDS: CHIPOTLE Watch on YouTube

18. ORDINARY WORLD RETURN TO THE ORDINARY WORLD ADVENTURE WORLD 17/7/2018 MIGUELBERNAS.COM 18

19. 17/7/2018 MIGUELBERNAS.COM 19

20. 17/7/2018 MIGUELBERNAS.COM 20

21. 17/7/2018 MIGUELBERNAS.COM 21

22. 17/7/2018 MIGUELBERNAS.COM 22

23. 17/7/2018 MIGUELBERNAS.COM 23 AND SO ON…

24. 17/7/2018 MIGUELBERNAS.COM 24 THE ROLE OF THE BRAND The Hero Is the main character Held back by the ordinary world Embarks on the journey Overcomes the challenge by changing himself Is a better person by the end of the journey

25. 17/7/2018 MIGUELBERNAS.COM 25 THE ROLE OF THE BRAND THE AUDIENCE THE BRAND

26. 17/7/2018 MIGUELBERNAS.COM 26 STORYTELLING BY BRANDS: HP Watch on YouTube

27. START WITH THE AUDIENCE 17/7/2018 MIGUELBERNAS.COM 27

28. CONTENT- VS CAMPAIGN-BASED MARKETING 17/7/2018 MIGUELBERNAS.COM 28 Campaign audience Owned audience

29. 17/7/2018 MIGUELBERNAS.COM 29 WALT DISNEY’S CORPORATE STRATEGY, 1957

30. BEST PRACTICE: RED BULL & MICHELIN 17/7/2018 MIGUELBERNAS.COM 30

31. 17/7/2018 MIGUELBERNAS.COM 31 SERVING AN AUDIENCE: JOHN DEERE Watch on YouTube

32. BEST PRACTICE: DEL MONTE KITCHENOMICS 17/7/2018 MIGUELBERNAS.COM 32

33. BEST PRACTICE: GE REPORTS 17/7/2018 MIGUELBERNAS.COM 33 GE Reports portal

34. BEST PRACTICE: SCHNEIDER ELECTRIC 17/7/2018 MIGUELBERNAS.COM 34 Schneider Electrics Data Center Resource Center portal Schneider Electrics web portal: • Receives over 100 million visits per year • 4,000 pieces of online customer feedback collected per month First step in Marketing: “Clarity of the brand through storytelling.” Chris Leong Chief Marketing Officer

35. BEST PRACTICE: LONG ISLAND WATCH CO 17/7/2018 MIGUELBERNAS.COM 35 Long Island Watch YouTube channel

36. BEST PRACTICE: LONG ISLAND WATCH CO 17/7/2018 MIGUELBERNAS.COM 36

37. 17/7/2018 MIGUELBERNAS.COM 37 STORYTELLING BY BRANDS: VISA’S #TOKYOUNEXPECTED Watch on YouTube

38. THANK YOU MIGUEL BERNAS LinkedIn Twitter @phatfreemiguel Instagram @twolfsden YouTube #twolfsden 17/7/2018 MIGUELBERNAS.COM 38

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