Erik Saelens

game ov3r

The end of marketing as we know it

download the free e-book
discover more about game ov3r
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endorsements

  • "Erik may not have intended it, but his book is also about sociology and politics."

    Claude Guéant

    Former Chief of Staff to President Nicolas Sarkozy

  • "This book puts all megatrends in perspective and provides any organization with a toolkit on how to tackle the future."

    Frank de Moor

    CEO & Chairman Executive Board, Q-Park

  • "Game Ov3r is a wake-up call, one no business or industry can afford to ignore."

    Ari Epstein

    CEO, Antwerp World Diamond Centre

  • "Game Ov3r is a topographical map of the current global business environment as seen by a seasoned, global marketer."

    Mark T. Smith

    Director Brand Synergy, Miami Ad School

  • "Game Ov3r offers brilliant insights and challenging thoughts on how to cope with a revolution that has only started."

    Axel Miller

    CEO, D’Ieteren

  • "Opt into the content of this book, or join the dinosaurs on a beach somewhere in southern Europe."

    Eric Kuisch

    CTO, Vodafone

  • "An urgent reminder for organizations, brands and corporations that they need to adapt to the new reality ... or risk extinction."

    Peter De Keyzer

    Chief Economist, BNP Paribas Fortis

  • "Disruption and change are not just trendy words – they are processes we will have to apply every minute of every day."

    Christophe Degrez

    CEO, Eneco

  • "Game Ov3r is a critical piece on modern marketing in Europe and a sound guidebook to becoming a winner."

    Santiago Argelich

    COO, VimpelCom Group

  • "Game Ov3r is the “bible” to have on hand at all times, just to check if you’re doing the right thing!"

    Patrick Vincent

    Chief Transformation Officer, Telenet

  • "Brands: wake up now or never wake up again."

    Erik Saelens

    Author

10 gamechanging insights that will decide your brand's future

Is it Game Ov3r for your brand?

Insights
  • 1. Suddenly we can do without brands
  • 2. Big is the new bad
  • 3. Data always win
  • 4. Europe, the dinosaur zone
  • 5. Image means nothing
  • 6. Emerging markets, the already big thing!
  • 7. New demands on the demand economy
  • 8. If it's not mobile, it's not marketing
  • 9. Go for brandship or become a very lonely brand
  • 10. Start over (or roll over)
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insight 1

Suddenly we can do without brands

5 reasons why marketing is losing its relevance

DO "Be relevant and meaningful to your audience. Create trust towards your audience. Offer reasonable value for money. Involve your audience with what your brand does."

3

Reasonable value for money has become a value in itself, branded or not.

2

Consumers no longer trust brands blindly just because they’re advertised.

DON'T "Communicate from your ivory tower. Ignore your customers’ wishes and remarks. Be overpriced. Rely on your past gained image."

4

Consumers only choose brands that are meaningful to them.

1

Consumers don’t worship brands anymore, they examine them and judge for themselves.

10 Upcoming Technology That May Change The World
Read the article

5

Therefore brands need to be sincere about what they represent.

40 Honest Advertising Slogans That’ll Make You Laugh
Read the article

1

Consumers don’t worship brands anymore
they examine them and judge for themselves.

10 Upcoming Technology That May Change The World
Read the article

3

Reasonable value for money hashAddressBar become a value in itself, branded or not.

5

Therefore brands need to be sincere about what they represent.

DO "Be relevant and meaningful to your audience. Create trust towards your audience. Offer reasonable value for money. Involve your audience with what your brand does."

2

Consumers no longer trust brands blindly just because they’re advertised.

40 Honest Advertising Slogans That’ll Make You Laugh
Read the article

4

Consumers only choose brands that are meaningful to them.

1

Consumers don’t worship brands anymore
they examine them and judge for themselves.

DO "Be relevant and meaningful to your audience. Create trust towards your audience. Offer reasonable value for money. Involve your audience with what your brand does."

10 Upcoming Technology That May Change The World
Read the article

2

Consumers no longer trust brands blindly just because they’re advertised.

40 Honest Advertising Slogans That’ll Make You Laugh
Read the article

3

Reasonable value for money hashAddressBar become a value in itself, branded or not.

DON'T "Communicate from your ivory tower. Ignore your customers’ wishes and remarks. Be overpriced. Rely on your past gained image."

4

Consumers only choose brands that are meaningful to them.

5

Therefore brands need to be sincere about what they represent.

Discover more by reading the free e-book

Download now
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insight 2

Big is the new bad

5 reasons customers don’t trust big companies anymore

1

Loss of speed
customers nowadays demand to be served instantly.

DO "Attract new talent. Focus on delivering great customer experiences."

3

Distant contact
customers don’t want to be treated like a number. They want to be treated personally with tailor made solutions.

DON'T "Let bureaucracy slow you down. Hold on to classical methods from the past."

4

Digital disruption
customers like innovation and new ideas. Using new technologies to serve them better will always be valuable.

DON'T "Lose touch with your audience’s lifestyle. Ignore the power of big data."

2

Rigid structures
customers choose quick and nimble companies above bigger (and slower) structures.

DO "Be personal. Get a grip on customer experience."

5

Innovation and change
customers like companies that set the bar high and create new standards in outdated sectors. This mentality attracts more talent, which makes them able to achieve their goals faster than large companies.

1

Loss of speed: customers nowadays demand to be served instantly.

DO "Attract new talent. Focus on delivering great customer experiences."

2

Rigid structures
customers choose quick and nimble companies above bigger (and slower) structures.

DON'T "Let bureaucracy slow you down. Hold on to classical methods from the past."

4

Digital disruption
customers like innovation and new ideas. Using new technologies to serve them better will always be valuable.

DO "Be personal. Get a grip on customer experience."

3

Distant contact
customers don’t want to be treated like a number. They want to be treated personally with tailor made solutions.

DON'T "Lose touch with your audience’s lifestyle. Ignore the power of big data."

5

Innovation and change
customers like companies that set the bar high and create new standards in outdated sectors. This mentality attracts more talent, which makes them able to achieve their goals faster than large companies.

1

Loss of speed: customers nowadays demand to be served instantly.

DO "Attract new talent. Focus on delivering great customer experiences."

2

Rigid structures
customers choose quick and nimble companies above bigger (and slower) structures.

DON'T "Let bureaucracy slow you down. Hold on to classical methods from the past."

3

Distant contact
customers don’t want to be treated like a number. They want to be treated personally with tailor made solutions.

DO "Be personal. Get a grip on customer experience."

4

Digital disruption
customers like innovation and new ideas. Using new technologies to serve them better will always be valuable.

DON'T "Lose touch with your audience’s lifestyle. Ignore the power of big data."

5

Innovation and change
customers like companies that set the bar high and create new standards in outdated sectors. This mentality attracts more talent, which makes them able to achieve their goals faster than large companies.

Discover more by reading the free e-book

Download now
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insight 3

Data always wins

5 reasons why data is an undiscovered goldmine

1

Our planet has become a bundle of data. Every day 2.5 quintillion bytes of data are created.

DO "Invest in digital data driven marketing. Let CMOs work together with CIOs."

3

Data analysis is creating a major shift in marketing and sales strategy. Therefore marketers and techies need to work together to find contextual data.

DON'T "Ignore the power of big data."

2

Big data is changing our lives in a big way, and it will continue to grow. Huge chunks of information are at hand, just waiting to be used correctly.

DON'T "Hold on to the current company structures."

5

Customers filter anything that isn’t relevant to them. Contextual data allows companies to create relevant messages.

DON'T "Base your marketing efforts on assumptions and generic truths."

4

Contextual data – finding out what drives your customers – is the gold nugget in the ocean of big, bland and often “dumb” data.

DO "Search for smart data in the big data pool. Use big data to create personal experiences."

1

Our planet has become a bundle of data
every day 2.5 quintillion bytes of data are created.

DO "Invest in digital data driven marketing. Let CMOs work together with CIOs."

3

Data analysis is creating a major shift in marketing and sales strategy. Therefore marketers and techies need to work together to find contextual data.

DO "Search for smart data in the big data pool. Use big data to create png experiences."

5

Customers filter anything that isn’t relevant to them. Contextual data allows companies to create relevant messages.

DON'T "Hold on to the current company structures."

2

Big data is changing our lives in a big way, and it will continue to grow. Huge chunks of information are at hand, just waiting to be used correctly.

DON'T "Ignore the power of big data."

4

Contextual data – finding out what drives your customers – is the gold nugget in the ocean of big, bland and often “dumb” data.

DON'T "Base your marketing efforts on assumptions and generic truths."

1

Our planet has become a bundle of data
every day 2.5 quintillion bytes of data are created.

DO "Invest in digital data driven marketing. Let CMOs work together with CIOs."

2

Big data is changing our lives in a big way, and it will continue to grow. Huge chunks of information are at hand, just waiting to be used correctly.

DO "Search for smart data in the big data pool. Use big data to create personal experiences."

3

Data analysis is creating a major shift in marketing and sales strategy. Therefore marketers and techies need to work together to find contextual data.

DON'T "Ignore the power of big data."

4

Contextual data – finding out what drives your customers – is the gold nugget in the ocean of big, bland and often “dumb” data.

DON'T "Hold on to the current company structures."

5

Customers filter anything that isn’t rele vant to them. Contextual data allows companies to create relevant messages.

DON'T "Base your marketing efforts on assumptions and generic truths."

Discover more by reading the free e-book

Download now
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insight 4

Europe, the dinosaur zone

5 reasons why innovation never comes from Europe

1

Overregulation
this prevents rapid economic growth. Did you know that Europe banned blowing up balloons for children under 7 in the UK?

DO "Live somewhere else?"

3

Lack of funding
Europe hasn’t succeeded in creating the right atmosphere for a growing digital economy; funding is scarce and old structures of European society are still in place.

DON'T "Stay in Europe?"

2

Killing innovation
Europe has a shortage of researchers. Doing research in Europe means battling regulations. China has few regulations and more researchers than the US, Japan and Europe combined.

"The Eurozone: a bureaucratic monster."

5

Europe doesn’t like risk
we like security and hold fast to the way we did things in the past. It’s in our DNA to resist game-changing business models (take the violent opposition to Uber, for example).

"Europe has a dinosaur culture. In Europe we don’t like risk; we like security."

4

Bureaucracy
starting a company in Europe is an uphill battle. Months of paperwork are crippling Europe as potentially great economic force.

"The competition in Asia and the US is striding away from UK companies, passing them by and leaving them behind in the dust."

1

Overregulation
this prevents rapid economic growth. Did you know that Europe banned blowing up balloons for children under 7 in the UK?

"Europe has a dinosaur culture. In Europe we don’t like risk; we like security."

"The competition in Asia and the US is striding away from UK companies, passing them by and leaving them behind in the dust."

3

Lack of funding
Europe hasn’t succeeded in creating the right atmosphere for a growing digital economy; funding is scarce and old structures of European society are still in place.

DO "Live somewhere else?"

4

Bureaucracy
starting a company in Europe is an uphill battle. Months of paperwork are crippling Europe as potentially great economic force.

"The Eurozone: a bureaucratic monster."

2

Killing innovation
Europe has a shortage of researchers. Doing research in Europe means battling regulations. China has few regulations and more researchers than the US, Japan and Europe combined.

DON'T "Stay in Europe?"

5

Europe doesn’t like risk
we like security and hold fast to the way we did things in the past. It’s in our DNA to resist game-changing business models (take the violent opposition to Uber, for example).

1

Overregulation
this prevents rapid economic growth. Did you know that Europe banned blowing up balloons for children under 7 in the UK?

"Europe has a dinosaur culture. In Europe we don’t like risk; we like security."

"The competition in Asia and the US is striding away from UK companies, passing them by and leaving them behind in the dust."

2

Killing innovation
Europe has a shortage of researchers. Doing research in Europe means battling regulations. China has few regulations and more researchers than the US, Japan and Europe combined.

DO "Live somewhere else?"

3

Lack of funding
Europe hasn’t succeeded in creating the right atmosphere for a growing digital economy; funding is scarce and old structures of European society are still in place.

"The Eurozone: a bureaucratic monster."

4

Bureaucracy
starting a company in Europe is an uphill battle. Months of paperwork are crippling Europe as potentially great economic force.

DON'T "Stay in Europe?"

5

Europe doesn’t like risk
we like security and hold fast to the way we did things in the past. It’s in our DNA to resist game-changing business models (take the violent opposition to Uber, for example).

Discover more by reading the free e-book

Download now
down arrow

insight 5

Image means nothing

5 changes in brand image we need to be aware of

1

During the 80s and the 90s image was king. It was the Nike era, when people bought anything if it had the right image.

DON'T "Underestimate the power of the consumer."

14 False Advertising Scandals That Cost Brands Millions
Read the article

DO "Use technology to leverage your brand. Become more relevant to your consumers. Be honest about your product. Create a real image, not a fictive one."

3

Bad customer experiences with products that don’t deliver are shared globally over the Internet. Bad publicity is also publicity, you say? That’s just an outmoded concept!

DON'T "Deny the power of technology for your brand’s image."

5

Brands shouldn’t take the risk of doing anything even remotely shady. Be transparent in all your dealings, because one bad review can create a tidal wave of bad reactions.

2

Nowadays consumers see through the shiny images: they pick up the product, examine it, shake it and question it on the Internet.

DON'T "Lie about what your product does. Put all your trust in advertising."

4

With the use of technology, power has shifted back to the consumers. The Internet of things has become the Internet of consumers.

Top 10 Famous Deceptive Ads
Read the article

1

During the 80s and the 90s image was king. It was the Nike era, when people bought anything if it had the right image.

DON'T "Underestimate the power of the consumer."

DO "Use technology to leverage your brand. Become more relevant to your consumers."

5

Brands shouldn’t take the risk of doing anything even remotely shady. Be transparent in all your dealings, because one bad review can create a tidal wave of bad reactions.

Top 10 Famous Deceptive Ads
Read the article

DON'T "Deny the power of technology for your brand’s image."

14 False Advertising Scandals That Cost Brands Millions
Read the article

2

Nowadays consumers see through the shiny images: they pick up the product, examine it, shake it and question it on the Internet.

DO "Be honest about your product. Create a real image, not a fictive one."

3

Bad customer experiences with products that don’t deliver are shared globally over the Internet. Bad publicity is also publicity, you say? That’s just an outmoded concept!

DON'T " Lie about what your product does. Put all your trust in advertising."

4

With the use of technology, power has shifted back to the consumers. The Internet of things has become the Internet of consumers.

1

During the 80s and the 90s image was king. It was the Nike era, when people bought anything if it had the right image.

DON'T "Underestimate the power of the consumer."

2

Nowadays consumers see through the shiny images: they pick up the product, examine it, shake it and question it on the Internet.

Top 10 Famous Deceptive Ads
Read the article

DO "Be honest about your product. Create a real image, not a fictive one."

3

Bad customer experiences with products that don’t deliver are shared globally over the Internet. Bad publicity is also publicity, you say? That’s just an outmoded concept!

DO "Use technology to leverage your brand. Become more relevant to your consumers."

4

With the use of technology, power has shifted back to the consumers. The Internet of things has become the Internet of consumers.

DON'T "Deny the power of technology for your brand’s image. Lie about what your product does. Put all your trust in advertising."

5

Brands shouldn’t take the risk of doing anything even remotely shady. Be transparent in all your dealings, because one bad review can create a tidal wave of bad reactions.

14 False Advertising Scandals That Cost Brands Millions
Read the article

Discover more by reading the free e-book

Download now
down arrow

insight 6

Emerging markets, the already big thing!

5 things to know about emerging markets

1

We in the West needed years to develop the technology that’s changing the world today. Emerging markets have implemented it in short order. You could say we did the work for them.

"Challenging is an understatement when it comes to building a brand in emerging markets."

4

They have smaller sets of considered brands. This means, for example, that consumers in China have 3 brands to which they are fairly loyal.

How to Win in Emerging Markets: Lessons from Japan
Read the article

"In Western society we have been educated by brands."

5

People in emerging markets spend more time making decisions in-store. Not trusting brand names leads to wanting to know as much as possible about a product before deciding what to purchase.

2

Because of cultural differences, consumers in emerging markets are often first-time consumers. They don’t have the same level of experience with brands or products.

"Emerging markets have skipped the maturing stage."

3

In emerging markets, people put greater trust in word-of-mouth marketing than traditional advertising.

"This new consumer empowerment has led to a marketing environment that may not have grown into something equal to what it is in the West."

1

We in the West needed years to develop the technology that’s changing the world today. Emerging markets have implemented it in short order. You could say we did the work for them.

"Challenging is an understatement when it comes to building a brand in emerging markets."

4

They have smaller sets of considered brands. This means, for example, that consumers in China have 3 brands to which they are fairly loyal.

"Emerging markets have skipped the maturing stage."

2

Because of cultural differences, consumers in emerging markets are often first-time consumers. They don’t have the same level of experience with brands or products.

3

In emerging markets, people put greater trust in word-of-mouth marketing than traditional advertising.

"In Western society we have been educated by brands."

5

People in emerging markets spend more time making decisions in-store. Not trusting brand names leads to wanting to know as much as possible about a product before deciding what to purchase.

1

We in the West needed years to develop the technology that’s changing the world today. Emerging markets have implemented it in short order. You could say we did the work for them.

"Challenging is an understatement when it comes to building a brand in emerging markets."

2

Because of cultural differences, consumers in emerging markets are often first-time consumers. They don’t have the same level of experience with brands or products.

"In Western society we have been educated by brands."

3

In emerging markets, people put greater trust in word-of-mouth marketing than traditional advertising.

4

They have smaller sets of considered brands. This means, for example, that consumers in China have 3 brands to which they are fairly loyal.

"Emerging markets have skipped the maturing stage."

5

People in emerging markets spend more time making decisions in-store. Not trusting brand names leads to wanting to know as much as possible about a product before deciding what to purchase.

Discover more by reading the free e-book

Download now
down arrow

insight 7

New demands on the demand economy

5 tips to anticipate the current demand economy

1

We have arrived in the world of on-demand, where the motto is: “You want it fast, you want it now, and you’ll get it: now."

"Our children’s demands have now come true: “Mommy, I want this, I want that, I want wheeeee…"."

3

Apps are the most significant bridge to the on-demand consumer: they offer personal, individual solutions, compatible with how consumers live their lives. The brand becomes the middleman.

These 5 types of on-demand services will get even bigger in 2015
Read the article

"On-demand service is not a luxury. It used to be."

5

Tech brands have changed from a means to make things possible into channels into solutions that make things possible. Their stretch is wider than that of traditional brands or companies.

The 5-Step Uber Playbook That Will Disrupt The On-Demand Economy
Read the article

2

Being on-demand is a mindset: without this mindset, any attempt to compete with on-demand services will fail miserably.

"Can you get everybody in the company in the right on-demand state of mind?"

4

This has a way of encouraging freelancers rather than permanent employees.

1

We have arrived in the world of on-demand, where the motto is: “You want it fast, you want it now, and you’ll get it: now."

"Our children’s demands have now come true: “Mommy, I want this, I want that, I want wheeeee…"."

3

Apps are the most significant bridge to the on-demand consumer: they offer personal, individual solutions, compatible with how consumers live their lives. The brand becomes the middleman.

4

This has a way of encouraging freelancers rather than permanent employees.

These 5 types of on-demand services will get even bigger in 2015
Read the article

"On-demand service is not a luxury. It used to be."

The 5-Step Uber Playbook That Will Disrupt The On-Demand Economy
Read the article

2

Being on-demand is a mindset: without this mindset, any attempt to compete with on-demand services will fail miserably.

"Can you get everybody in the company in the right on-demand state of mind?"

5

Tech brands have changed from a means to make things possible into channels into solutions that make things possible. Their stretch is wider than that of traditional brands or companies.

1

We have arrived in the world of on-demand, where the motto is: “You want it fast, you want it now, and you’ll get it: now."

"Our children’s demands have now come true: “Mommy, I want this, I want that, I want wheeeee…"."

2

Being on-demand is a mindset: without this mindset, any attempt to compete with on-demand services will fail miserably.

3

Apps are the most significant bridge to the on-demand consumer: they offer personal, individual solutions, compatible with how consumers live their lives. The brand becomes the middleman.

4

This has a way of encouraging freelancers rather than permanent employees.

These 5 types of on-demand services will get even bigger in 2015
Read the article

"On-demand service is not a luxury. It used to be."

5

Tech brands have changed from a means to make things possible into channels into solutions that make things possible. Their stretch is wider than that of traditional brands or companies.

The 5-Step Uber Playbook That Will Disrupt The On-Demand Economy
Read the article

"Can you get everybody in the company in the right on-demand state of mind?"

Discover more by reading the free e-book

Download now
down arrow

insight 8

If it’s not mobile, it’s not marketing

5 reasons why you should go to mobile marketing

1

Mobile frenzy
consumers have the means to actively dodge any of the brand's attempts to reach them. Everybody, no matter their culture or social status, has a mobile phone that they use constantly.

"It is mind-blowing to see how fast the mobile revolution has made the average consumer nearly 'unreachable'."

4

Understand people
an app can function as a way for a brand to show that it understands people and honestly tries to support them in the life they lead.

EXPERTS REVEAL: The 7 Biggest Mobile Marketing Mistakes You Can Make
Read the article

3

Up close and personal
you can engage in brand-to-person conversation. Consumers love personal attention and special treatment.

"The explosive rise in mobile communication is not just something that only we in our matured and technologically advanced markets can enjoy."

7 Unbelievable Mobile Marketing Success Stories
Read the article

2

Adapt and do it now
mobile marketing has become fact of life, but needs to be ingrained into every brand’s thinking faster.

5

Mobile understanding
mobile marketing means microthinking instead of macrotalking. Show people you are serious and you will be taken seriously.

1

Mobile frenzy:reach consumers have the means to actively dodge any of the brand's attempts to reach them. Everybody, no matter their culture or social status, has a mobile phone that they use constantly.

"It is mind-blowing to see how fast the mobile revolution has made the average consumer nearly 'unreachable'."

4

Understand people
an app can function as a way for a brand to show that it understands people and honestly tries to support them in the life they lead.

EXPERTS REVEAL: The 7 Biggest Mobile Marketing Mistakes You Can Make
Read the article

"The explosive rise in mobile communication is not just something that only we in our matured and technologically advanced markets can enjoy."

2

Adapt and do it now
mobile marketing has become fact of life, but needs to be ingrained into every brand’s thinking faster.

7 Unbelievable Mobile Marketing Success Stories
Read the article

3

Up close and personal
you can engage in brand-to-person conversation. Consumers love personal attention and special treatment.

5

Mobile understanding
mobile marketing means microthinking instead of macrotalking. Show people you are serious and you will be taken seriously.

1

Mobile frenzy
consumers have the means to actively dodge any of the brand's attempts to reach them. Everybody, no matter their culture or social status, has a mobile phone that they use constantly.

"It is mind-blowing to see how fast the mobile revolution has made the average consumer nearly 'unreachable'."

2

Adapt and do it now
mobile marketing has become fact of life, but needs to be ingrained into every brand’s thinking faster.

3

Up close and personal
you can engage in brand-to-person conversation. Consumers love personal attention and special treatment.

EXPERTS REVEAL: The 7 Biggest Mobile Marketing Mistakes You Can Make
Read the article

4

Understand people
an app can function as a way for a brand to show that it understands people and honestly tries to support them in the life they lead.

"The explosive rise in mobile communication is not just something that only we in our matured and technologically advanced markets can enjoy."

7 Unbelievable Mobile Marketing Success Stories
Read the article

5

Mobile understanding
mobile marketing means microthinking instead of macrotalking. Show people you are serious and you will be taken seriously.

Discover more by reading the free e-book

Download now
down arrow

insight 9

Go for brandship or become a very lonely brand

5 ways to create a “brandship” between your brand and your consumer

1

Community gold
belonging to a community is a fundamental human need that can adhere to your brand too. Marketers need to see these communities and treat them as equals, not as consumers.

"They need to be serious about their relationship with them and talk to them as friends would talk to friends."

4

Facilitate the conversation
engaging in conversation at the level of the end consumer creates a relationship. Plus, your community doesn’t have to stay online.

"The attraction of lively, interactive brand communities is strong and growing stronger by the day."

2

Engage and bond
community marketing gives brands access to highly effective consumer research through interaction with those consumers. Companies get valuable information, customers feel valued.

"Belonging to a community is a fundamental human need."

"Brands and companies can also contribute to people’s sense of belonging by building communities for their customers."

Nike: It's Not A Shoe, It's A Community
Read the article

3

Brandship
consumers expect more than an impersonal, one-sided relationship with the products and services they use. “Brandship” should be more like friendship.

5

Work on brandship
try to work up a feel for your brand that goes a lot further than the celebrated brand presence.

1

Community gold
belonging to a community is a fundamental human need that can adhere to your brand too. Marketers need to see these communities and treat them as equals, not as consumers.

"They need to be serious about their relationship with them and talk to them as friends would talk to friends."

3

Brandship
consumers expect more than an impersonal, one-sided relationship with the products and services they use. “Brandship” should be more like friendship.

"The attraction of lively, interactive brand communities is strong and growing stronger by the day."

"Belonging to a community is a fundamental human need."

"Brands and companies can also contribute to people’s sense of belonging by building communities for their customers."

Nike: It's Not A Shoe, It's A Community
Read the article

2

Engage and bond
community marketing gives brands access to highly effective consumer research through interaction with those consumers. Companies get valuable information, customers feel valued.

4

Facilitate the conversation: engaging in conversation at the level of the end consumer creates a relationship. Plus, your community doesn’t have to stay online.

5

Work on brandship
try to work up a feel for your brand that goes a lot further than the celebrated brand presence.

1

Community gold
belonging to a community is a fundamental human need that can adhere to your brand too. Marketers need to see these communities and treat them as equals, not as consumers.

2

Engage and bond
community marketing gives brands access to highly effective consumer research through interaction with those consumers. Companies get valuable information, customers feel valued.

"They need to be serious about their relationship with them and talk to them as friends would talk to friends."

3

Brandship
consumers expect more than an impersonal, one-sided relationship with the products and services they use. “Brandship” should be more like friendship.

"The attraction of lively, interactive brand communities is strong and growing stronger by the day."

"Belonging to a community is a fundamental human need."

"Brands and companies can also contribute to people’s sense of belonging by building communities for their customers."

Nike: It's Not A Shoe, It's A Community
Read the article

4

Facilitate the conversation: engaging in conversation at the level of the end consumer creates a relationship. Plus, your community doesn’t have to stay online.

5

Work on brandship
try to work up a feel for your brand that goes a lot further than the celebrated brand presence.

Discover more by reading the free e-book

Download now
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insight 10

Start over (or roll over)

5 essentials to remember in these changing, technology driven times

1

It’s a volatile world
the world isn’t exactly recuperating from the economic downturn of recent years, with all its shifting power relations.

5 Long-Term Consequences Of The Recession
Read the article

4

Mature brands
need to see that it is the consumer choosing the brand, not the other way around.

"The world is not exactly recuperating from the economic downfall of the last years."

"There is no easy way to make the transition from traditional marketing strategy to strategies that will really be able to connect with the new demands on brand marketing."

3

Start over
if you are a start-up or emerging brand, you will have to focus on reaching out for funding and support. Tech companies are the new high potentials.

"Any brand can make the best of the changes that are taking place"

How technology is changing marketing
Read the article

2

“Swift and smart” not “slowly but surely"
it’s easier to launch a new brand than to lead an established brand through a transition. Start-ups can take advantage of everything technology has to offer.

5

The competing brand
needs to find those conversations that could give the brand a competitive edge. Find out what other brands are saying and how they are doing in communities – and then find a way to do better!

"The advantage of today’s emerging brands and businesses is that traditional thinking doesn’t hold them back."

1

It’s a volatile world
the world isn’t exactly recuperating from the economic downturn of recent years, with all its shifting power relations.

5 Long-Term Consequences Of The Recession
Read the article

3

Start over
if you are a start-up or emerging brand, you will have to focus on reaching out for funding and support. Tech companies are the new high potentials.

"Finding the conversations that could give your brand a competitive edge is essential."

"There is no easy way to make the transition from traditional marketing strategy to strategies that will really be able to connect with the new demands on brand marketing."

5

The competing brand
needs to find those conversations that could give the brand a competitive edge. Find out what other brands are saying and how they are doing in communities – and then find a way to do better!

2

“Swift and smart” not “slowly but surely"
it’s easier to launch a new brand than to lead an established brand through a transition. Start-ups can take advantage of everything technology has to offer.

How technology is changing marketing
Read the article

4

Mature brands
need to see that it is the consumer choosing the brand, not the other way around.

"The advantage of today’s emerging brands and businesses is that traditional thinking doesn’t hold them back."

1

It’s a volatile world
the world isn’t exactly recuperating from the economic downturn of recent years, with all its shifting power relations.

2

“Swift and smart” not “slowly but surely"
it’s easier to launch a new brand than to lead an established brand through a transition. Start-ups can take advantage of everything technology has to offer.

5 Long-Term Consequences Of The Recession
Read the article

3

Start over
if you are a start-up or emerging brand, you will have to focus on reaching out for funding and support. Tech companies are the new high potentials. Traditional thinking doesn’t hold them back.

"Finding the conversations that could give your brand a competitive edge is essential."

"There is no easy way to make the transition from traditional marketing strategy to strategies that will really be able to connect with the new demands on brand marketing."

4

Mature brands
need to see that it is the consumer choosing the brand, not the other way around.

"Any brand can make the best of the changes that are taking place"

How technology is changing marketing
Read the article

5

The competing brand
needs to find those conversations that could give the brand a competitive edge. Find out what other brands are saying and how they are doing in communities – and then find a way to do better!

"The advantage of today’s emerging brands and businesses is that traditional thinking doesn’t hold them back."

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    SUPPORT THE BRANDHOME FOUNDATION

    All revenues of this book go to the Brandhome foundation. A non-profit organization which aims to support disadvantaged and underprivileged children in Flanders and the southern Netherlands.

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    Erik Saelens

    Founder & Executive Strategic Director Brandhome - Antwerp, Belgium. Erik Saelens is a consultant and interim manager with over 15 years' experience in brand marketing and communications. Erik specializes in rebranding and renaming operations, and has researched and implemented more than 250 successful brand-change operations worldwide. Erik created the Triple-A brand index and published a book on Triple-A brands. In 2013 he published a book about the Brandhome method® . He also has a large fleet of orange gnomes.