Tune in before you shoot off
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Transcript of Tune in before you shoot off
Mark Wing
Bringing together a global network of expertsto co-engineer more complete interrelated brand experiences
2 Digital Henley 16/09/15 © Interrelated 2015
Eric E. Schmidt, Executive Chairman
“today is the
fastest we’ve
ever gone and
the slowest we
will ever go”
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Eric E. Schmidt, Executive Chairman
we create as
much information
in two days now
as we did from the
dawn of man
through 2003
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Boom, in the house, #Tagtribes…
Mark Shaw Mark Shaw Mark Shaw Mark Shaw
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Technology & The Human Brain
technology
develops new and
ever more exciting
ways to share our
message
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A world of unstructured, disconnected infoToday’s stories have no editors
The best way to
defend your brand
reputation is to be
a content creator
not a content
chaserCCO GE Healthcare
Jeff DeMarrais
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Top-down, centrally controlled approach has had its day
• Explosion in use of mobile devices
• Multichannel marketing being replaced by Omnichannel
• As with the arrival of electricity, everything is now always on
• In a more connected world customer expectations ever increasing
– Communities are the new power
– Disruption is forcing new business models
But, are businesses able to keep up?
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The internal knowledge of who you are and what you stand for, those principles are so fundamental because once you know that, you can express yourself with more confidence on all those new consumer platforms.
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A strong performing brand
Strength in image, culture and
technology
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Customer Relationship
Becoming customer relationship focused
image culture technology
Emotion Engagement Insights
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Barclays – Digital Eagles Argos – Digital Army Mind – Digital Ambassador
Becoming customer relationship focused
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image culture technology
Emotion Engagement Insights
Barclays – Digital Eagles Argos – Digital Army Mind – Digital Ambassador
Becoming customer relationship focused
image culture technology
Emotion Engagement Insights
Authenticity Empowerment Understanding
24 Digital Henley 16/09/15 © Interrelated 2015
Tune in before you shoot off
29 Digital Henley 16/09/15 © Interrelated 2015
The company who work
out how to convince
people that privacy is
important will define
the next five years
of technology.
Stuart Langridge, blogger
Moving forward, if brands are to have an authentic customer relationship, they will need to be so tuned in that they can respect
privacy
Tune in before you shoot off
30 Digital Henley 16/09/15 © Interrelated 2015