The world is changing more and more rapidly every day. It is hard to keep up. That's why the Brandhomies together with some of our clients took an overseas journey to attend the Web Summit in Dublin. This technology conference had a very successful edition with innovative insights brought by diverse attendees, ranging from Fortune 500 companies to exciting startups.

1. Brandhome at
Web Summit Dublin
Take-aways

2. Take-aways

3. Company: Zenith
Shift from mobile to mobility
= our mobile device = user-centric
(context to use device: location
where it’s used, from outdoor
poster to website…)

4. Future of mobile media
Before: webpage linked to webpage
Now: people linked to webpage,
linked to people collecting stories
to create an own point of view

5. Company: Nike
Don’t think consumer-out
= What do we, as a brand, want from our customers.
but consumer-in.
= What does the customer want from us, as a brand.

6. Company: Nike
Know your customer
on every touchpoint
When a person that logs on to Nike+ every day,
you must know him when he enters the store:
what he wants / how he consumes / …

7. Shine Wearable: misfit
Wearables will evolve in items doing things for you:
opening your door / starting your car
Brands must build things around wearables:
make it relevant
e.g. Disney’s magic band

8. Company: Appcelerator
No B2B, no B2C, no B2E …
think and act B2USER.

9. Company: Appcelerator
Monetizing products
shifts to experience.
(great example = Apple)

10. Native advertising
Non-intrusive way of advertising,
fits the medium,
gives an answer what people are looking for
(e.g. Google - ads are search results
Twitter - ads are tweets …)
= buzzword of this era

11. Native advertising
Brands become publishers
Be clear who you are, and make your message relevant to your product and vice versa.

12. Company: Atlas
People-based marketing beats
cookie-based marketing
41%
does an action on more than 1 device (smartphone, tablet … )
before the actual conversion takes place
e.g. see an ad about T-shirt on iPad > look up T-shirt on your iPhone > purchase T-shirt on laptop

13. Company: Atlas
People-based marketing beats
cookie-based marketing
Conversion takes place on another device.
Cookie-based marketing doesn’t register (treated as multiple people)
People-based marketing (via e.g. FB-accounts) does!
Benefits:
ACCURACY (who exactly do you reach)
CROSS-DEVICE (41% switches from device with action)
ACCURATE & CONFIDENTLY MEASURE

14. In general
It’s not about
getting 500.000 new customers
through hard selling
It’s about
keeping your customers close,
servicing them,
for a longterm relationship.

15. General
Empowering
through
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16. Speaker: John Sculley
(ex-VP PepsiCo & ex-CEO Apple)
Acquisition
Retention
Monetizing

17. Speaker: John Sculley
For a start-up
customer plan > business plan

18. THE MILLENNIALS
75% of youngsters feel like
the image of them in media
does not represent them

19. Mobile marketing
Know your reader
Know when he is reading
Know what a mobile phone can do
- Think full screen video -
Because mobile is replacing TV

20. Mobile marketing
Mobile is NOT about the device
It is about the mobile person logging in everywhere

21. Inspirational brands

22. Company: Asana
Product: The work graph
1 billion work e-mails / day
= inefficient pile
Asana - Work Graph = solution
= graphs to monitor projects/events/…
(comparable with difference between address book vs. Facebook
= big pile vs. smart links)

24. Company: Asana
Product: The work graph
We spend 30% of professional time on email
and 20% on finding info others already have.
=> e-mail is just faster paper!
But not more efficient …

25. Company: View Glass (viewglass.com)
Product: Automatically tinted windows
First you define the spaces in your office
(hall, office, meeting room …) and what kind of light you prefer.
Then it calculates the position and angle of the sun.
> Via app on iPhone / iPad you can tint your windows, adapt light …
= electric

26. Company: Nike
Campagne: Asia - Rise
Interactive basketball field
for the promotion / education of
Asian basketball players.
Nike show itself as a brand:
redefining industry
taking friction off

27. Photos

40. THANK YOU