The disruption of branding, advertising and campaigning

THE DISRUPTION OF
BRANDING, ADVERTISING
AND CAMPAIGNING
STRATEGIES TO WIN AS AN FMCG BRAND IN
THE POST-ADVERTISING ERA

Wednesday, February 27, 13

THIS IS ME
I AM TOM DE BRUYNE,
I CO-FOUNDED AND WORK AS CREATIVE DIRECTOR
AT CAMPAIGN AGENCY SUE AMSTERDAM
I TWEET AT @TOMDEBRUYNE
MAIL ME: TOM@SUEAMSTERDAM.COM
I spoke at TEDX: http://sue.am/tom_at_tedx
My slideshares are here: http://sue.am/tdb_slides
And I cofounded the lingerie webshop www.Salondesir.com


WHAT AM I GOING TO TALK ABOUT?

This is a keynote I did for the marketing team of a FMCG brand. Their
question was: what should we be doing to make better campaigns for our
brands and products? They are overwhelmed with choices: Should we use
Chapter 1: Insert heading in bold here
digital or classic advertising? Should we engage, activate or promote?
PutShouldsubtitlefanslight here or not? I want to argue that the real
the we build in and followers
challenge is not going digital or not. It’s about being disruptive or not.
Disruptive brands or products build audiences both online, offline and
through word-of-mouth.


1. WHAT IS DISRUPTION?
2. DISRUPTIVE THINKING IN MARKETING
3. DISRUPTING THE AGENCY


DISRUPTION / CREATIVE DESTRUCTION

1. Change doesn't come overnight. Change comes from disruptive players
2. Disruptive innovation isn’t necessarily a new technology; it’s usually a
recombination of existing technologies served up in disruptive way
Chapter leaders nearly never see it coming bold here
3. Market 1: Insert heading in
Put4.the subtitle in light hereby adding features, disruptors find ways
Market leaders always respond
to solve customer problems at lower costs, while stealing market share

Clayton Christensen, The innovators dilemma


DISRUPTING MUSIC - COMPUTER - TELEPHONE
Although one should always be very careful with using Apple in presentations, they are by far the
most disruptive brand ever. With a smart combination of hardware, software and services, Apple
disrupted the music industry, the mobile industry and the computer industry. They outsmarted
record labels, computer manufacturers, and brought companies like Nokia, Dell in serious trouble


DISRUPTING AIRLINE TRAVEL (AND THE EU)
Easyjet and Ryanair disrupted the Airline industry with a smart recombination of technologies that
made booking super easy and traveling really cheap. Their offering is far less qualitative than the
traditional players, but their pricing makes them irresistible. Easyjet has done far more for the
European feeling than the EU could ever do.


DISRUPTING THE HOTEL BUSINESS
Disruption in the hotel industry comes from unexpected places: Booking.com made hotel brands
obsolete by allowing people to book based on reviews, ratings, location, deals,... and there are so many
city trippers who book a private room via AirBnB, that the hotel industry is seeing a rapid decline,
both in the number of bookings as in the average price for a hotel room. Mediocre hotels are doomed.


THE REAL MOBILE DISRUPTION
It’s interesting to see that traditional retailers work on a mobile strategy. They wonder whether they
should build an app, or have QR codes. The real disruption is that mobile makes the world hyper
transparent. Bestbuy, the big electronics retailer is suffering a lot from people who use Amazon
Pricecheck at the Bestbuy stores, to check whether they could find the item cheaper at Amazon.com.
Amazon disrupts retail with a combination of a mobile app, sharp prices and same-day delivery.


DISRUPTING THE TV EXPERIENCE
The future of television is not television as we know it. The cable carriers are fighting for the set-top
box. The real disruption in televsion is not a smart TV, but smart apps that use the TV screen for
display. Apps like Wappzapp allow you to find popular video content online, content that your friends
liked or shared, etc... The tablet or phone becomes both the remote control and smart apps
outperform TV-broadcasters in helping people to find the content they (or their friends) like.


IN THE FUTURE, EVERY
COMPANY WILL BE A
MEDIA COMPANY
Richard Edelman

This means that disruptive advertising on TV is eventually going to become a thing of the past.
The only way to be seen will be to have interesting or relevant content.


(Reed’s law)

DISRUPTING PRICING - DEALS ARE THE NEW NORM
For me, one of the most fascinating aspects of the digital and the mobile revolution is the extreme
empowerment of people in getting the best deal. You will be simply not smart enough if you’re still
willing to pay the premium price, given the fact that there’s always a deal available. We will see even
more extreme consequences of this empowerment in the future. I predict that one day an app will
connect all visitors to a pub that will allow them to collectively negotiate lower prices for beer.


VS
Link

DISRUPTING THE INTERNET OF WITH THINGS
The industry is obsessed with smart objects that will make your life more efficient. That’s why they
always come up with idiot ideas like the smart fridge. Russell Davies argues that the real disruption
comes from hackers and the maker movement, who tinker stuff for the magic and beauty of it. In this
blogpost a guy shares a script that connects his Fitbit activity tracker with his fridge. If he hasn’t
burned enough calories per day, his fridge will switch off. Pretty genius way to motivate yourself.


I always think the big diﬀerence between the
Makers and the corporate Internet Of Things
(IOT) is that the IOT people are trying to make
the world more eﬃcient and controlled and the
Makers are trying to make it more personal and
magic. They're imagining objects that come to
life like they do in Harry Potter.
Russell Davies - The internet with things


1. WHAT IS CREATIVE DESTRUCTION?

Now that we’ve been looking at how industry after industry is being disrupted, it’s time to ask ourself
where disruption could come from in both the FMCG industry as in the way the FMCG industry
markets its products. More than in any other industry, FMCG brands are being build through
advertising and campaigning. The question is: How can we disrupt the classic advertising campaign?


CREATIVE DISRUPTION IN FMCG
CAN COME FROM DIFFERENT ANGLES:

DISRUPTIVE PRODUCTS
DISRUPTIVE CAMPAIGNS
DISRUPTIVE BRANDS

I thinks there are different ways in which FMCG marketing can be disrupted. Disruption can be
reached in the product or in the way the product or the brand is being promoted. Or - in the best
scenario - through a smart combination of these three ingredients.


BUILD SMART SERVICES IN THE PRODUCT
The first disruption is building smart services into products. My favorite example is “keep the change”,
a service build on top of your credit card that rounds up every payment and transfers this money to
your savings account. It’s build on the idea that although people know they should save more, they
can’t seem to get them to act accordingly. Keep the Change is made to design automatic saving
behavior. The service turned out a huge success for Bank of America and KTC turned out to become a
unique differentiating product in the gray zone of banking products.


BUILD CONVERSATION INTO THE PRODUCT
(DESIGN FOR EXCITEMENT)
Mass marketing is all about promoting highly commoditized undifferentiated products through a
layer of branding. But there’s so much creativity that could make commodity products incredibly
conversation worthy and attractive. We call this design for excitement. TIP: see SUE Amsterdam MD
Astrid Groenewegen her Pinterest wall for over 1500 examples of design for excitement ideas.


REAL TIME CAMPAIGNING
(pown or be powned)
Disruption in campaigning can come from real time campaigning in stead of carefully planned media
planning. Sainsbury realized that the letter by 3 year old Lilly Robinson was genius: she wondered
why Sainsbury calls their bread tiger bread? It should be called Giraffe bread, given the fact that it
looks more like giraffe stripes. Sainsbury changed the name of the bread and answered the girl.
Massive PR and online conversation followed.


vs

CONTENT MARKETING: SERIOUS VS ENTERTAINING
Albert Heijn is doing a great job in creating hundreds of instruction videos for every day recipes. They
are hardly campaigning it, but you can find their videos high in the rankings with nearly every recipe
query you Google. That’s a smart, long term investment in creating a digital footprint for the brand.
Red Bull does they opposite by funding highly entertaining content creation (like Felix Baumgarten’s
jump) or by funding interesting projects like Streetartview.com, a crowdsourced street art encyclopedia


DISRUPTIVE BRANDING: HAVE AN INTERESTING
BRAND BELIEF AND A COMMITMENT
The most interesting brands have a very outspoken belief and a brand commitment. When we dit the
KLM Surprise campaign (at our previous agency), we simply looked for a smart way to prove KLM’s
commitment to its brand promise “journeys of inspiration”. And it’s so easy to do cool stuff for Nike
Running, when you have a brand that commits itself to liberate runners from boredom.


DISRUPTIVE BRANDING: HAVE AN INTERESTING
BRAND BELIEF AND A COMMITMENT
Coke is doing really interesting things since they elaborate on the story of becoming a force to inspire
happiness in the world. This leads to great advertising, remarkable experiments, highly interesting
societal projects and overall an incredible amount of genuine attention, brand sympathy, word-of-
mouth and PR. Sales increased a lot since they embraced this brand commitment.


ADVERTISING IS NOT DEAD
Advertising is not dead. A lot of digital agencies claim that advertising is dead. I don’t believe that.
Tom Himpe made this really powerful slide that summarizes it perfectly. Advertising’s role has
changed. In stead of promoting unremarkable products through creative communication, should i put
a spotlight on remarkable products or remarkable services or remarkable behavior by the brand.


1. WHAT IS CREATIVE DESTRUCTION?

This brings me to this final part: What will disrupt the advertising or media agency? And what can we
do about it? Although I could talk for hours about this, I will limit myself to a few final remarks.


WHERE DOES DISRUPTION COME FROM?
ENTERTAINMENT COMPANIES
DESIGN AGENCIES
CONVERSION DRIVEN AGENCIES
GOOGLE AND FACEBOOK
CROWDSOURCING PLATFORMS
First of all: disruption can come from unexpected angles: Entertainment companies and production
houses approach brands directly and offerst them a role in the programms, in stead of in the
commercials. Design agencies can disrupt us by designing smart services into products. Digital
marketing agencies disrupt us heavily with a powerful conversion based offering. While our industry
doesn’t take these guys serious because they don’t “get” branding, are they offering a marketing
approach with highly measurable impact on sales and lead generation. Guess who will eventually win
the heart and the mind of marketers. And Google / Facebook are disrupting media agencies.


"i want to see the industry redefine itself around human
understanding. ... what an agency needs to do is to use ideas and
turn human understanding into business advantage for our
clients. that is a big broad definition. much broader than the kind
of narrow persuasive definition that most people have in their
head when they think about an advertising agency".
Rory Sutherland
Rory Sutherland, chairman of the UK advertising industry IPA proposes this brilliant elegant idea. He
compares the advertising industry with the British Empire: we’re managing slow decline. If we want
to become relevant again we should stop looking at media, online, offline, direct, social, etc... In stead
we should put human understand and insights in how we make choices at the heart of what we do.
Creativity is not about being original, but about having a smart idea that impacts the bottomline of
our clients. (watch this brilliant 10 minutes rant on Youtube)


MY LITTLE PROPOSAL:

The future agency is a campaigning agency that
designs conversationworthy products and builds and
converts audiences for them. This will mean the end of
the media vs digital vs advertising agencies.

The future of advertising is creative selling


tom@sueamsterdam.com
06 553 60 771


The disruption of branding, advertising and campaigning

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