Today, building a brand is much more complex. Attention, Experience and Inbound Marketing are the new tools that all marketers should embrace.

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How to stand out
as a BRAND
in 2016
and
beyond?
LAURENT BOUTY

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UBERIZATION OF THE
ECONOMY
IS HAPPENING … NOW

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From a scarcity to an
abundance economy

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Omni Channel
eRetail vs & Retail
« When information is free,
Attention becomes expansive »
- James Gleick

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Digital superpowers
One space - Global market
People & companies

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Global competition
As a drawback

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Old tactics - New context
Signal > Noise

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Infobesity
Cognetive Overload

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The paradox of choice

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Commoditisation

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Consumers and business customers
changed dramatically!
They don’t want to be « just only
satisfied », they want to be excited !

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143
PRODUCER CULTURE CONSUMER CULTURE
EMOTION
SEEKING
PROCESS
WHAT YOU BUY
EXPERIENCE
WHAT YOU MAKE WHAT YOU BUY
PROCESS
EMOTION SEEKING
EXPERIENCE
PRODUCT
PROBLEM RESOLUTION
OBJECT
PRODUCER CULTURE CONSUMER CULTURE

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BUILDING TOTAL
EXPERIENCE IS
THE ONLY OPTION

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30

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EXPERIENCE IS
THE NEW BRAND

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EXPERIENCES
ARE THE NEW
BRANDING

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IT’S NOT WHAT YOU SAY IT IS.

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IT’S WHAT THEY SAY IT IS.

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Build your funnel

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Build Moments of Truth

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Persona noun pərˈsōnə
Personas are archetypes (models)
that represent groups of real users
who have similar attributes.
A persona encapsulates and
explains the most critical data
about users in a way that team
members can understand,
remember, and relate to.
Understand your
Buyer
Payer
User

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Inbound Marketing = Content + C
Content Context
Build

39. ADVANCED MASTER IN INNOVATION AND MANAGEMENT - STRATEGIC MARKETING- © Prof. L. Bouty 2015 39
T=r+d
Trust comes from meeting and beating customer expectations.
TRUST RELIABILITY DELIGHT
Create TRUST

40. ADVANCED MASTER IN INNOVATION AND MANAGEMENT - STRATEGIC MARKETING- © Prof. L. Bouty 2015 40
ATTENTION + EXPERIENCE + INBOUND

41. ADVANCED MASTER IN INNOVATION AND MANAGEMENT - STRATEGIC MARKETING- © Prof. L. Bouty 2015 41
Become a
Tattoo

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Laurent Bouty
Academic Director
Advanced Master in Creativity and Marketing
Join me on social network:
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LinkedIN

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