WELCOME TO THE AGE OF RELEVANCE · tom.deruyck @insites-consulting.com. Title: The Consumer...

WELCOME TO THE

AGE OF RELEVANCE

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

EXTREME BRAND EXPECTATIONS

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance

Extreme expectation 1

FROM PROMISE

TO PURPOSE

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WELCOME TO THE age of relevance@tomderuyck

“Combined, sustainable living

brands grew 50% faster than the

rest of the business and delivered

more than 60% of our growth in

2016.”

Keith Weed, CMO, Unilever

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance

Extreme expectation 2

FROM BRAND IDENTITY

TO BRAND IDENTIFICATION

@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

Extreme expectation 3

WELCOME TO THE age of relevance

FROM EXPERIENCE

TO ‘ME-XPERIENCE’

@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

ILLUSION OF LONGEVITY

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ILLUSION OF DIFFERENTIATION

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ILLUSION OF ATTENTION

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ILLUSION OF LOYALTY

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WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

SOLUTIONS

PURPOSELIFE

NEEDS

MOMENTS TOUCH POINTS

RELEVANCE

SWEETSPOT

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CONSUMER

CENTRICBRAND

CENTRIC

@tomderuyck

MOMENTS TOUCH POINTS

WELCOME TO THE age of relevance

CONSUMER

CENTRICBRAND

CENTRIC

RELEVANCE

SWEETSPOT

@tomderuyck

MOMENTS OF TRUTH

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NEEDS

WELCOME TO THE age of relevance

CONSUMER

CENTRICBRAND

CENTRIC

SOLUTIONSRELEVANCE

SWEETSPOT

@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

PURPOSELIFE

WELCOME TO THE age of relevance

CONSUMER

CENTRICBRAND

CENTRIC

RELEVANCE

SWEETSPOT

@tomderuyck

WELCOME TO THE age of relevance

IN THEIR SHOES

@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

YOU ARE

NOT

YOUR

CONSUMER

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

WELCOME TO THE age of relevance@tomderuyck

tom.deruyck@insites-consulting.com