A talk I've given to Integrated Live 2016 in London. Marketers need to kill "average personas" as it ultimately destroys brand equity and miss the true value of social media: its versatile subcultures which create the most influential clusters and forecast what the whole societies might consume in the next future. http://thisisreup.com

1. THE REVENGE OF
SUBCULTURES.
SNEAK-PREVIEW.

2. WHO WE ARE.
The House of Creative Misfits.
Launched in 2014.
15+ talents.
6 nationalities.
Old school meets new school.
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@lilzeon

3. WE LACK CULTURAL RELEVANCY.
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4. FACT #1: BRAND CONTENT BORES PEOPLE.
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5. FACT #2: CULTURAL BASICS ARE NO ACCESSORIES.
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@lilzeon

6. FACT #3: WE THINK ’AVERAGE’.
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@lilzeon

7. WE NEED TO KILL ‘AVERAGE’.
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8. BECAUSE WE ARE NOT AVERAGE.
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@lilzeon

9. AVERAGE MARKETING VALUE CHAIN.
Average
relevance
Assets created for very few
people and delivered to many
Mismatch content vs communities
Average
communications
• Frustration
• Unbelievability
• Dismissal
Collapse
of brand
equity
Consumers as shareholders of
reputation don’t grow
Time spent to fix, not to embark
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@lilzeon

10. CHANEL X BRAD PITT CASE STUDY.
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@lilzeon

11. TAPPING INTO SUBCULTURES TO SPREAD WOM.
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Share values
and visions
Consistent
storyline
Roles and
duties with
diverse social
layers
Quest for
survival
Real synapses
with the many
streams of
societies
@lilzeon

12. VEUVE CLICQUOT: UNDERGROUND COMMUNITIES.
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@lilzeon

13. PUMA: THE ERA OF MANY STREAMS.
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@lilzeon

14. SUBCULTURES:
TAPPING INTO US, THE WEIRDOS & THE MISFITS.
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15. IN & OUT CULTURES.
Subculture] © Merriam Webster
1
a : a culture (as of bacteria) derived from
another culture b : an act or instance of
producing a subculture
2
an ethnic, regional, economic, or social
group exhibiting characteristic patterns of
behavior sufficient to distinguish it from
others within an embracing culture or
society <a criminal subculture>
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@lilzeon

16. SUBCULTURES HAD A BAD REPUTATION.
Putting pressure on groups of young
people vs changing societies to
accommodate them.
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@lilzeon

17. SUBCULTURES ARE AT THE VERY CORE OF BRANDS.
Consumption is about creating a meaningful self-identity
New bottom lines: profit, people, world impat
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@lilzeon

18. NEW SOCIAL MEDIA ARE MADE FOR AND BY SUBCULTURES
An optimization of users engagement to
gather them.
Testifying the milestones of the
community.
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@lilzeon

19. THE LED SHOES PHENOMENON.
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@lilzeon

20. Public
Extimate
SOCIAL MEDIA IS NOT A CHANNEL. BUT CULTURES.
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Intimate
@lilzeon

21. THANK YOU.
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