From  Storytelling    

To  Giving  a  story  to  tell    

Media  Evolu7on    

Media  Revolu7on    

The consumer leads the dance

W@P the F?

By looking at the consumers brand behavior,

we see that it’s not just a shift of technology,

but a shift between generations.

Boomers

±45-65 ±35-45

Gen X

±21-35 Age today ±13-20

Gen Y Next Gen

Boomers

±45-65 ±35-45

Gen X

±21-35 Age today ±13-20

Gen Y Next Gen

Everything should be original

Everything should be ultimate

Everything should be adaptable

Everything should be shared

Their teenage

music

reflecting their alltime

values

Values

Boomers

±45-65 ±35-45

Gen X

±21-35 Age today ±13-20

Gen Y Next Gen

Their teenage

bedroom wall

reflecting their

focus outcome experience creating

my own contribution

Focus

Boomers

±45-65 ±35-45

Gen X

±21-35 Age today ±13-20

Gen Y Next Gen

Their generation’s

screen

reflecting their

expectation from brands

Entertain me

Inform me

Let me (co)create

Always be there

Media use

Does this mean we have

to create seperate stories

to each of them?

NO!

Different groups of people enjoy

different aspects of the same brand

story.

Boomer – The athlete as hero GenX – A special product, a special experience GenY - Everyone’s an athlete, I get inspired, tailored. NextGen - The next generation of motivation. Nike is a brand with a mission.

NIKE fuel band

Boomer – Music entertainment GenX – the experience of judging only by the sound GenY – I can vote and choose my favourite NextGen – This is what my friends chat about online

The Voice

The Multiscreen Reality

Earn trust or paid trust

They control 75%

From  Storytelling    

To  Giving  a  Story  to  tell    

Why is it so crucial?

« There is nothing worse than not being talked about »

Oscar Wilde

What are the risks?

Positive conversation is positive

Negative conversation is not that negative

How to give a story to tell?

1. Start with great stories, great ideas

2. Take a standpoint

3. Invite to debate, converse

4. Let people feel part of the experience

What if you have a story that you’re not sure

about…

And now a sneak preview…

Take outs

@sebdesclee

sebastien.desclee@publicis.be

Questions