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How to create a wow brand
European Outdoor Summit 2013
Café Opera / Stockholm 2013 10 17
Keynote by Johan Ronnestam
Google Keyword: Johan Ronnestam
I like technology...
but I love the nature
HOW TO
create a WOW brand
...that saves the world
...and stands the test of time.
The future of branding!
European Outdoor Summit 2013 Keynote
“Galaxy Gear commercials
are brilliant ads for a
terrible product”
The future of branding?
European Outdoor Summit 2013 Keynote
LOOSING
All Control!
3
1. Social
European Outdoor Summit 2013 Keynote
the link

Social
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
+1 billion
+4.9 millions
50%

50%
80%
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
Container vs Content?
Quality is king!
On every device...
2. Mobile
1972
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
16 millions
+140 millions
Digital

Paper
Digital

Q1

Q2

Paper

Q3

Q4
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
3. Generation Y
They wear social technology
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
They expect
design excellence!
European Outdoor Summit 2013 Keynote
They’ve seen it all
European Outdoor Summit 2013 Keynote
They create new brands
(That aims disrupt your brand)
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
Spoiled with content
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
European Outdoor Summit 2013 Keynote
Innovation & technology
drives brands (and sales)
≈19€
≈19€

≈140€
≈840€
...and then also consumerism
a fine line
?
Technology
changes
everything...
Product is
advertising
Speed
FOCUS!
Organisation
Humans
European Outdoor Summit 2013 Keynote
Authenticity
Innovation

Design
How?
In Sweden 2012:
Half of the three year olds use the
internet and 40% of the two year olds.

.se
European Outdoor Summit 2013 Keynote
How?
Wanted position

But you end
up here....

Insight and
European Outdoor Summit 2013 Keynote
Oh. One last thing
Be responsible
Rock on!

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