LET'S INTEGRATE

LET’S INTEGRATEFROM MISCONCEPTIONS TO REALITY

“MANY OF THE TRUTHS WE CLING TO DEPEND ON

OUR POINT OF VIEW.” -YODA-

FIVE YEARS AGO, EVERYBODY WAS RAVING HOW THE INDUSTRY IS

GOING TO CHANGE

THAT WAS NOTHING COMPARED TO WHAT’S

GOING ON NOW

ONE TRICK PONIESARE FINALLY OUT

OF WORK

WE ARE IN A TOTALLY DIFFERENT

BUSINESS NOW

“UNLEARN WHAT YOU HAVE LEARNED.”

-YODA-

IT USED TO BE ABOUT PUSHING A UNIFIED VISION

OF YOUR BRAND TO AS MANY PEOPLE AS POSSIBLE AS OFTEN AS YOU COULD

IT WAS ALL ABOUT CONTROL

WE DON’T HAVE THAT LUXURY ANY MORE AND PEOPLE ARE OPTING OUT.

BRANDS HAVE LOST THE CONTROL

IN THE AGE OF CONVERSATION

BRANDS AND THEIR COMMUNICATION IS

WHAT PEOPLE MAKE OF IT

“INTERNET IS A RAZORBLADE DEFTLY

LOPPING OFF THE SPINE OF YOUR TIGHTLY WOVEN

BRAND BOOK AND REORDERING THE TEXT

HOWEVER IT SEES MOST FIT.”

-JOHN V WILLSHIRE-

INTEGRATED IS NOT AND CAN NOT BE ABOUT

ONE BIG IDEA IN MULTIPLE MEDIAS OR TOUCHPOINTS.

MATCHING LUGGAGES IS NOT INTEGRATION

IT’S ALL ABOUT PEOPLE, PRODUCT AND SERVICES

BEING CONNECTED.

THE STUFF YOU PUT OUT THERE, WILL BE JUDGED,

FILTERED, EDITED, COMMENTED, SHARED,

MASHED UP OR JUST IGNORED NO MATTER WHAT

YOU DO.

WE TALK ABOUT ENGAGEMENT, DIALOGUE, CROWD SOURCING, BLAH, BLAH, BLAH, BLAH. AND AS

SO MANY TIMES WE FALL FLAT ON OUR FACES.

WHY?

BECAUSE WE USE THE OLD METHODS AND TOOLS IN A NEW WORLD.

“DO OR DO NOT. THERE IS NO TRY.”

-YODA-

FROM ONE BIG IDEA TO LOT OF SMALL IDEAS

AS SAID THE GUIDING LINE FOR US HAS BEEN FINDING ONE BIG IDEA, A THEME FOR OUR COMMUNICATION AND MULTIPLY THAT WITH MEDIA

CHANNELS.

INSTEAD WE SHOULD BE FOCUSING ON BETTER

INSIGHTS THAT LEADS US TO MANY SMALLER IDEAS

ONLY THEN CAN WE TRULY CONNECT WITH OUR

AUDIENCE

“BRAND IDENTITY MEANSTHAT BRANDS HAVE AN

IDENTITY, NOT THAT THEY NEED TO BE IDENTICAL ALL THE TIME, TO EVERYBODY,

EVERY DAY.”- TORSTEN HENNING HENSEL, MOLECULAR BRAND-

FROM ONE LINEAR STORY TO COMPLEX

TRANSMEDIAL STORIES

WE NEED TO STOP CREATING CONTENT INTO A

VACUUM AND START TO CREATE INTO THE REAL

WORLD.

THE REAL WORLD IS COMPLEX AND WE NEED TO EMBRACE THE COMPLEXITY TO CREATE BETTER BRAND

WORLDS.

Source: Griffin Farley, Planning for Transmedia / 2012

Source: Griffin Farley, Planning for Transmedia / 2012

“TO TAKE ADVANTAGE OF EVERYTHING TODAYS

LANDSCAPE HAS TO OFFER YOU NEED A WORLD.”

- GRIFFIN FARLEY-

IN THE REAL WORLD THERE IS NO BEGINNING, NO END

AND PEOPLE ARE NOT “ENGAGING WITH

CAMPAIGNS”.

FROM BRAND ENGAGEMENT TO

ENGAGING BRANDS

THE WAY WE THINK ABOUT ENGAGEMENT NEEDS TO CHANGE.

INSTEAD OF TRYING TO GET PEOPLE TO

ENGAGE WITH BRANDS, WE SHOULD AIM FOR BRANDS

TO ENGAGE WITH PEOPLE.

ONLY THEN CAN BRANDS ADD REAL VALUE TO

PEOPLE’S LIVES.

FROM CONTENT EXCELLENCE TO PEOPLE

EXCELLENCE.

FROM CONTENT EXCELLENCE TO

PEOPLE EXCELLENCE

WE HANG ON THE

NOTION THAT CONTENT IS EVERYTHING.

THE QUEST FOR KILLER CONTENT

DOESN’T HELP MUCH, IF WE DON’T UNDERSTAND

WHAT PURPOSE IT SERVES PEOPLE.

ONLY BY UNDERSTANDING PEOPLE AND THEIR LIVES, CAN WE START MAKING MORE MEANINGFUL AND COMPELLING STORIES.

THE STORIES AND THE TOOLS HAS CHANGED. A

STORY CAN BE A PRODUCT OR INNOVATION.

WE HAVE SHIFTED FROM STORYTELLERS TO

STORYMAKERS

“WE TELL OURSELVES STORIES IN ORDER TO LIVE.”

- JOAN DIDION-

FROM 360 TO 365

EFFECTIVENESS OF MOST MEDIA CHANNELS HAS

BECOME SO SMALL THAT WE HAVE TO THINK OUTSIDE OF

CAMPAIGNS.

WE CANNOT EXPECT TO PEOPLE PAY ATTENTIONWHENEVER WE WANT.

WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN

AND IN VARIOUS TOUCHPOINTS.

WE NEED IDEAS WITH LONGETIVITY, THAT CAN LIVE OUTSIDE CAMPAIGN

AND IN VARIOUS TOUCHPOINTS.

THANK YOU!