“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

@KRISTOFDEWULF

@KRISTOFDEWULF

ABUNDANCE

no scarcity

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NAKED AS

the newnormal

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Vanish, this is NOT the way to do it

@KRISTOFDEWULF

A GLOBAL

clone factory

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Say hi to the Samwer brothers

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ProductIS KING,

AGAIN

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Become media & channel agnostic

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Copernicus IS BACK

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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

@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?

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Did you

use your own

brand or product?

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Did you learn

something new

about your market?

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Did you

do something for

the first time?

“When your eyes are only

looking at the organization,

your ass is facing the

customer”Yudai

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@KRISTOFDEWULF

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TWO-WAY1. ONE-WAY

ONGOING2. ONE SHOT

INTEGRATED4. SILO

CLOSE3. DISTANT

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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

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@KRISTOFDEWULF

Close-up Big-picture

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STOP TELLING, START ACTING2. NAKED

WHAT DO SHOES

and VegasHAVE IN COMMON?

@KRISTOFDEWULF

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By living up to a bigger purpose

By humanizing business

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CRUSH YOUR BRAND3. CLONE FACTORY

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KEEPING

cool brandsHOT

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By being surprisingly consistent

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BECOME OBSESSED4. PRODUCT IS KING

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THE POWER

of execution

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By creating positive disruption

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By offering unique experiences

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By keeping & exceeding expectations

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EMPOWER CUSTOMERS5. COPERNICUS 2.0

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EmpoweredGENERATION

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By making them feel really special

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By having them think along

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GRAVITATIONAL

SHIFTS

HOW TO GET

THERE

RELEVANCE

REINVENTED

LET’S

BATTLE!

@KRISTOFDEWULF

Think playlist,NOT CHECKLIST

現場@KRISTOFDEWULF

@KRISTOFDEWULF

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CREATE A

curiosity CULTURE

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“What am I supposed

to haul my dogs around

in, a Rolls-Royce?”Sam Walton

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DEVELOP

dailyrituals

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1 2 3 4 5 6

7 8 9 10 11 12

13 14 15 16 17 18

19 20 21

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YOU ARE FREE TO

AUTONOMY

DO THIS OR NOT

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YOU ARE GOOD AT

COMPETENCE

THIS

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PEOPLE LIKE YOU

RELATEDNESS

DO THIS

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WHAT YOU DO HAS

VALUE

A MEANING

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A Cook-Centric-Company

Plain text slide!

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Let’s continuethe dialogue!

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