“The Marketing Summit I”
Keynote13:00 – 14:00
The Battle For RelevanceKristof De Wulf, Phd, CEO InSites Consulting
Kristof De Wulf
THE BATTLE
for relevance
@KRISTOFDEWULF
GRAVITATIONAL
SHIFTS
LET’S
BATTLE!
HOW TO GET
THERE
RELEVANCE
REINVENTED
@KRISTOFDEWULF
ABUNDANCE
no scarcity
@KRISTOFDEWULF
NAKED AS
the newnormal
@KRISTOFDEWULF
Vanish, this is NOT the way to do it
@KRISTOFDEWULF
A GLOBAL
clone factory
@KRISTOFDEWULF
Say hi to the Samwer brothers
@KRISTOFDEWULF
ProductIS KING,
AGAIN
@KRISTOFDEWULF
Become media & channel agnostic
@KRISTOFDEWULF
Copernicus IS BACK
@KRISTOFDEWULF
1. ABUNDANCE
2. NAKED
3. CLONE FACTORY
4. PRODUCT IS KING
5. COPERNICUS 2.0
@KRISTOFDEWULF
GRAVITATIONAL
SHIFTS
HOW TO GET
THERE
RELEVANCE
REINVENTED
LET’S
BATTLE!
@KRISTOFDEWULF
Did you directly
talk to a consumer
about your brand
or product?
@KRISTOFDEWULF
Did you
start a meeting
with a story
on a consumer?
@KRISTOFDEWULF
Did you
use your own
brand or product?
@KRISTOFDEWULF
Did you learn
something new
about your market?
@KRISTOFDEWULF
Did you
do something for
the first time?
“When your eyes are only
looking at the organization,
your ass is facing the
customer”Yudai
@KRISTOFDEWULF
TWO-WAY1. ONE-WAY
ONGOING2. ONE SHOT
INTEGRATED4. SILO
CLOSE3. DISTANT
@KRISTOFDEWULF
CONSUMER-CENTRIC CONSUMER-ACTIVATED
@KRISTOFDEWULF
GRAVITATIONAL
SHIFTS
HOW TO GET
THERE
RELEVANCE
REINVENTED
LET’S
BATTLE!
@KRISTOFDEWULF
GUESS WHAT …
humans didn’t change
@KRISTOFDEWULF
THINK INSIGHT, NOT DATA
STOP TELLING, START ACTING
CRUSH YOUR BRAND
EMPOWER CUSTOMERS
BECOME OBSESSED
1. ABUNDANCE
2. NAKED
3. CLONE FACTORY
4. PRODUCT IS KING
5. COPERNICUS 2.0
@KRISTOFDEWULF
THINK INSIGHT, NOT DATA1. ABUNDANCE
@KRISTOFDEWULF
In-sight |’in.sit|
Think insight,NOT DATA
@KRISTOFDEWULF
Close-up Big-picture
@KRISTOFDEWULF
STOP TELLING, START ACTING2. NAKED
WHAT DO SHOES
and VegasHAVE IN COMMON?
@KRISTOFDEWULF
@KRISTOFDEWULF
By living up to a bigger purpose
By humanizing business
@KRISTOFDEWULF
@KRISTOFDEWULF
CRUSH YOUR BRAND3. CLONE FACTORY
@KRISTOFDEWULF
KEEPING
cool brandsHOT
@KRISTOFDEWULF
By being surprisingly consistent
@KRISTOFDEWULF
BECOME OBSESSED4. PRODUCT IS KING
@KRISTOFDEWULF
THE POWER
of execution
@KRISTOFDEWULF
By creating positive disruption
@KRISTOFDEWULF
By offering unique experiences
@KRISTOFDEWULF
By keeping & exceeding expectations
@KRISTOFDEWULF
EMPOWER CUSTOMERS5. COPERNICUS 2.0
@KRISTOFDEWULF
EmpoweredGENERATION
@KRISTOFDEWULF
By making them feel really special
@KRISTOFDEWULF
By having them think along
@KRISTOFDEWULF
GRAVITATIONAL
SHIFTS
HOW TO GET
THERE
RELEVANCE
REINVENTED
LET’S
BATTLE!
@KRISTOFDEWULF
Think playlist,NOT CHECKLIST
@KRISTOFDEWULF
CREATE A
curiosity CULTURE
@KRISTOFDEWULF
“What am I supposed
to haul my dogs around
in, a Rolls-Royce?”Sam Walton
@KRISTOFDEWULF
DEVELOP
dailyrituals
@KRISTOFDEWULF
1 2 3 4 5 6
7 8 9 10 11 12
13 14 15 16 17 18
19 20 21
YOU ARE FREE TO
AUTONOMY
DO THIS OR NOT
@KRISTOFDEWULF
YOU ARE GOOD AT
COMPETENCE
THIS
@KRISTOFDEWULF
PEOPLE LIKE YOU
RELATEDNESS
DO THIS
@KRISTOFDEWULF
WHAT YOU DO HAS
VALUE
A MEANING
@KRISTOFDEWULF
A Cook-Centric-Company
Plain text slide!
@KRISTOFDEWULF
Let’s continuethe dialogue!
@KRISTOFDEWULF