WELCOME TO THE
AGE OF RELEVANCE
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EXTREME BRAND EXPECTATIONS
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WELCOME TO THE age of relevance
Extreme expectation 1
FROM PROMISE
TO PURPOSE
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“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
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WELCOME TO THE age of relevance@tomderuyck
WELCOME TO THE age of relevance
Extreme expectation 2
FROM BRAND IDENTITY
TO BRAND IDENTIFICATION
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Extreme expectation 3
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FROM EXPERIENCE
TO ‘ME-XPERIENCE’
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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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SOLUTIONS
PURPOSELIFE
NEEDS
MOMENTS TOUCH POINTS
RELEVANCE
SWEETSPOT
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CONSUMER
CENTRICBRAND
CENTRIC
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MOMENTS TOUCH POINTS
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CONSUMER
CENTRICBRAND
CENTRIC
RELEVANCE
SWEETSPOT
@tomderuyck
MOMENTS OF TRUTH
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NEEDS
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CONSUMER
CENTRICBRAND
CENTRIC
SOLUTIONSRELEVANCE
SWEETSPOT
@tomderuyck
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PURPOSELIFE
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CONSUMER
CENTRICBRAND
CENTRIC
RELEVANCE
SWEETSPOT
@tomderuyck
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IN THEIR SHOES
@tomderuyck
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YOU ARE
NOT
YOUR
CONSUMER
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WELCOME TO THE age of relevance@tomderuyck
WELCOME TO THE age of relevance@tomderuyck
WELCOME TO THE age of relevance@tomderuyck
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