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

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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 (laurent@bouty.net)