cmos are becoming technologist
TRANSCRIPT
IN A WORLD WHERE EXPERIENCE IS THE NEW BRANDING,
CMOS ARE BECOMING TECHNOLOGIST!
LAURENT BOUTY THE BEYONDERS
HOW TO EXIT THE COMMODITISATION TRAP?
Photo credit: Jez Timms
Commoditisation
Customers are increasingly choosing products and services based on the quality of the experiences they have with them
4
HUMAN More than a user More than a buyer More than a segment
Photo credit: Frank Mckenna
EXPERIENCE IS
THE NEW BRANDING
6
EXPERIENCES CREATE VALUE
HOW TO DESIGN EXPERIENCES?
TODAY?
Photo credit: Paul Green
INFINITE TOUCHPOINTS
ALREADY IN AN PHYGITAL WORLD?
THE BRAND EXPERIENCE IMPERATIVE
CMO Challenge(s)
Brands around the world spent more than $1 trillion on marketing in 2014,
of which technology comprised about 1% and advertising comprised about 50%.
10x in 10 Years
PRIORITIES BUDGET POWER
ROI MATH MEN NOT MADMEN
PUBLISH OR PERISH MASS PERSONALISATION
CLOSE THE DEAL
ABOUT THE AUTHOR
Laurent Bouty is Academic Director of an Advanced Master in Creativity and Marketing at Solvay Brussels School and Partner of FUTURELAB and THE BEYONDERS.
Connect me on: LinkedIN (https://be.linkedin.com/in/laurentbouty)
Twitter (@lbouty) Email ([email protected])