Old versus new marketing

How to become the purple cow in post-advertising marketing?

At this moment, the marketing industry is on the edge of a big shift

You should know, because if developing sustainable innovation, you better leapfrog, and start from the new practice

Theoldrulewas:

Createsafe,ordinary

productsandcombine

themwith

massmarke7ng

The new rule is:

Create truly innovative products, and build the marketing right into it

The offer and the message become one again

Messaging Experience Oldbrandingparadigm Newbrandingparadigm

Branding?

•  Promising•  Messaging

•  Sta7ccampaigns•  Passiveaudience•  Idealis7cImage•  Consistentstyle•  Top‐down•  Illusion

•  Demonstra7ng•  Experience•  Evolvingexperience•  Ac7vepar7cipants•  Truecollabora7vemission•  Diversityofinnova7on•  BoHom‐up

•  Authen7city

Old Marketing New Marketing

Buying attention

Being Interesting

Reach Message Repeat

Connect Engage Empower

Ok, but what about changing behaviour? Not selling…

Engage “involve people and their community” 

Exemplify“lead by example” 

Enable “provide the right instruments” 

Encourage “make the outcome 

a9rac:ve” 

4E’s

Tomo7vateforChange

PeterTomJones,TerraIncognita,Effec7evestrategieënvoor

gedragsverandering

Engage Exemplify

Enable Testedandapprovedbychangeevangelists…

Encourage

Downtalking Uptalking

Connectwithalargersocietaltendency

Connectwithpeoplewhobenefit

spreading

Designorprogramaunique

performance

Developpromise

Campaignwithafakenarra7ve

Repeatasmuchaspossible

The marketing is part of the design: every use is a live demonstration in the right context, and is in sync with an increasing demand for smart mobility ideas.

On top of that: it looks expensive (social status). So you don’t have to feel fallen down from the social ladder anymore when arriving by bike

Brompton = the purple cow of bikes

Adver7singtoday=thosethingsthatreallyhappen

REALVERSUSFAKE

Thesedays,brandsarenotitsadver7singidea’s,baselinesorlogos.Itaresimplythesumsofthegreatidea’sthatbuildthatbrand.

ABRAND=ACLUSTEROFCULTURALIDEA’SWITHANINTENTION

Personal Immediate Per4san Official

Newtraditons Habits Spectacular Leadership Organiza7on

Trustsystem Cogni7ve Apprecia7on Faith Atlas

Time Play Now Nostalgia Calendar

Herdins4ncts Ini7a7on Crowds Clans Crazes

Connec4ng Co‐author Socializing Coopera7ve Local

Luxury Concierge Plenty Exclusive Exo7c

Provoca4ve Ero7c Cathar7c Scandal Radical

Control Personalized Cockpit Compe77on Grading

CREATIVITY=BLENDINGTHESECULTURALCOMPONENTSANDCREATESOMETHINGNEW

Asbrandsareclustersofculturalidea’s,youcandepictthemasmolecules

Run London

Just do it

Nike Plus

Nike Free

Nike ID

Nike Considered

Tiger Woods

Brazilian Soccer team

Jordan

Nike BIZ

Products Brand Company

MTV

Brand belief

Product Experience Company

trust

1. Leadership idea:

Solar Guru Media, seminars,

workshops

5. Atlas idea:

Simulation online

6. NOW idea:

Installation + loan package

2. Co-operative

idea: Certify consultants As BPS troopers

3. Faith-idea:

Collect all knowledge and research on renewables on one single platform

4. Craze-idea:

Did-you-know movie with thought-provoking

statistics and possibilities of solar

8. Clan-idea:

Blue Planet Community Advantages

Member-gets-member

7. Cockpit idea:

Realtime reporting

9. Crowd-idea:

Be present on crowdy manifestations and

demonstrate solar in action

10. Spectacular

idea: Get an iconic

client and harvest PR

THEBRANDMOLECULEOFONEOFMYCLIENTSINTHESOLARINDUSTRY

Cutoutandkeep

“Old versus new marketing” •  Promising•  Messaging

•  Sta7ccampaigns•  Passiveaudience•  Idealis7cImage•  Consistentstyle•  Top‐down•  Illusion

•  Demonstra7ng•  Experience•  Evolvingexperience•  Ac7vepar7cipants•  Truecollabora7vemission•  Diversityofinnova7on•  BoHom‐up

•  Authen7city

Thanks for your attention! www.trinity-planning.be