This document summarizes Erik Saelens' travels over 3 days visiting 65 cities in 51 countries as part of his work promoting the brand strategy firm Brandhome. It shows his itinerary, which included stops in Europe, the Middle East, North America and Asia. The document also provides information about Brandhome, including its mission to ensure above market growth for customers' brands through identity-driven brand building and challenging conventional approaches. Saelens founded Brandhome in 1995 and it has since evolved into an agency backed by unique brand knowledge and methods.

2. ERIK SAELENS
FOUNDER & EXECUTIVE STRATEGIC DIRECTOR BRANDHOME
40 YEARS
LIVES IN ANTWERP, BELGIUM
MARRIED, 2 DAUGHTERS
HOBBIES
WHO’S TALKING

3. MY JOB IS MY HOBBY

4. MY JOB IS MY HOBBY

5. DOHA (QA)
DUBAI (AE)
LOST SOMEWHERE BETWEEN
AUSTRIA (AT) AND DUBAI (AE)
FRANKFURT (DE)
GENEVA (CH)
CAPETOWN (SA)
EN ROUTE TO
NYC (USA)
4
4
IN THE AIR FROM
DUBAI (AE) TO NYC (USA)
4
4
4
4
MANAMAH (BH)
4
4
BRUSSELS (BE)
GHENT (BE)
LONDON (UK)
4
4
4
3DAYS65 1COU7NTRIES 51 08 79.545 196.838 CITIES TIMEZONES MINUTES OF WRITING WORDS WRITTEN
4
ABU DHABI (AE)
CASABLANCA (MA)
CAIRO (EG)
DUSSELDORF (DE)
MILANO
(IT)
VIENNA (AT)
AMSTERDAM (NL)
LIEGE (BE) EINDHOVEN (NL)
UTRECHT (NL)
SHANGHAI (PRC)
ANTWERP (BE)
CANNES
(FR)
LYON (FR)
BARCELONA (ES)
IBIZA (ES)
JFK AIRPORT (USA)
NEW YORK CITY (USA)
LAS VEGAS (USA)
LOS ANGELES (USA)
35000FT ABOVE MINSK (RU)
4

7. BRANDHOME FOUNDATION
DONATE TODAY
IBAN BE09 0682 4746 9457
BIC GKCC BE BB

8. FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
CASES
ABOUT BRANDHOME
TAKE-AWAYS

9. WHAT IS A B®AND?

10. GREEN & COFFEE BAR

12. RED & SPORTS CAR

14. COLOUR

15. COLOUR

16. AROMA

18. AROMA

19. BRAND

20. BRAND

21. PACKAGING

22. SOUND

23. SOUND

24. PLACE

25. A BRAND CAN BE
ANYTHING

26. BUT A BRAND IS MUCH MORE
MUCH MORE THAN A NAME
MUCH MORE THAN A LOGO
MUCH MORE THAN AN ADVERT

27. WHY INVEST IN A BRAND?

29. A BRAND CREATES AN
EMOTIONAL BOND
SURPASSING PRODUCT EXPERIENCE

30. A RELATIONSHIP
THAT ADDS VALUE

31. BRANDING REDUCES ELASTICITY
AND CREATES PREMIUM
PRICE - SERVICE - LOYALTY - DISTRIBUTION

32. A BRAND IS
A BELIEF SYSTEM

33. A BELIEF SYSTEM
WHERE SOMETIME NO WORDS ARE NEEDED

34. AND WHERE
SOMETIMES
YOU ARE LOST
FOR WORDS

35. A BRAND IS A BELIEF SYSTEM
WHERE YOUR STAKEHOLDERS
REWARD YOU WITH LOYALTY
& SPREAD THE WORD TO OTHERS

36. FROM STORYTELLING TO STORYSELLING
TODAY’S TOPICS
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
CASES
ABOUT BRANDHOME
TAKE-AWAYS

37. THE BASICS OF STORYTELLING
TRIPLE-A STORIES
FROM STORYTELLING TO STORYSELLING
CASES
ABOUT BRANDHOME
TAKE-AWAYS
TODAY’S TOPICS

38. STORIES HAVE EXISTED
LONG BEFORE RECORDED HISTORY

39. AND THE TELLING OF STORIES HAVE CHANGED FORMS
DRASTICALLY THROUGHOUT THE YEARS

40. BUT THE ELEMENTS OF A STORY
NEVER CHANGED

41. MESSAGE
GLOBAL
WARMING

42. PLAYERS

43. THE
GOOD
THE
BAD
CONFLICT

44. HERO
AL GORE:
AN INCONVINIENT
TRUTH

45. PLOT

46. STORY BUILDING BLOCKS
MESSAGE PLAYERS CONFLICT HERO PLOT

48. QUESTION

49. WHAT DO STORIES AND BRANDS
HAVE IN COMMON?

50. THEY ARE BOTH
BELIEF SYSTEMS

51. BECAUSE BRANDS ARE
STORIES

52. STORIES IN YOUR BRAINS

53. A BRAND IS A
COLLECTION OF STORIES
- STORIES YOU’VE HEARD
- STORIES YOU’VE EXPERIENCED YOURSELF
- STORIES YOU’VE READ ABOUT
- STORIES YOU’VE SEEN ON THE INTERNET
- …

54. EXAMPLE
TOMS SHOES

58. STORIES HELP PEOPLE TO
MAKE SENSE OF THE WORLD
UNDERSTAND LIFE'S EXPERIENCES
DEAL WITH DILEMMAS
OVERCOME HARDSHIPS

59. THEY ARE BELIEF SYSTEMS
THAT FUNCTION AS A REFERENCE FRAME
TO FACILITATE THE CHOICES WE MAKE…

60. …AND THAT IS EXACTLY
WHAT BRANDS DO TOO

61. CONSUMERS HAVE TOO MANY CHOICES, AND TOO LITTLE TIME
DIFFERENT COMPANIES OFTEN HAVE SIMILAR OFFERINGS
BRANDS HELP CONSUMERS TO ORGANISE THE WORLD AND TO FACILITATE DECISIONS

62. STEPS FOR BUILDING A STORY

64. story
storyline
story
storylining
story
story
storymining
storytelling
storyselling
storybuying
storyliving

65. mining lining telling selling buying living
story
mining
story
story
storyline
story
story

66. mining lining telling selling buying living
story
story
lining storyline
story
story
story
story
story
story
story
story
story
story
story
story
story
story
story
story
story

67. mining telling selling buying living
story
telling
story
story
concept
story
story
story
story
lining

68. lining telling
mining selling buying living
story
selling
concept

69. lining telling selling
mining buying living
story
buying
concept

70. lining telling selling buying
mining living
story
living
R
R R

71. THE BASICS OF STORYTELLING
TRIPLE-A STORIES
FROM STORYTELLING TO STORYSELLING
CASES
ABOUT BRANDHOME
TAKE-AWAYS
TODAY’S TOPICS

72. - PEOPLE FIRST TRUST PEOPLE
- THEN THEY TRUST THE STORIES THEY TELL
- THEN THEY TRUST BRANDS

74. - GOOD STORIES
- NEED TO BE TRIPLE-A
- AUTHENTIC
- ACCOUNTABLE
- ACTIVATING

75. 1AUTHENTIC
BE WHO YOU ARE

77. AC2COUNTABLE
DO WHAT YOU SAY

78. 3ACTIVATING
WHAT YOU HEAR, YOU FORGET
WHAT YOU SEE, YOU REMEMBER
WHAT YOU EXPERIENCE, YOU BUY

79. THE STORYTELLING EFFECT

80. HOW MANY TIMES DOES SOMEONE
TELL OTHERS ABOUT
A GOOD EXPERIENCE?
A BAD EXPERIENCE?

81. A GOOD EXPERIENCE

82. A GOOD EXPERIENCE
3 TIMES

83. A BAD EXPERIENCE

84. A BAD EXPERIENCE
9 TIMES

85. THESE ARE FACTORS
FROM RESEARCH BEFORE
SOCIAL MEDIA EFFECTS

86. FACTOR 3 RIPPLE-EFFECT

88. A STORY THAT IS TRIPLE-A
HAS THE POWER TO SPREAD

89. THE SAME COUNTS FOR A BRAND

90. BUT NOT IN A GOOD WAY!

91. THE BASICS OF STORYTELLING
TRIPLE-A STORIES
FROM STORYTELLING TO STORYSELLING
CASES
ABOUT BRANDHOME
TAKE-AWAYS
TODAY’S TOPICS

92. STORYTELLING
LEADS TO
STORYSELLING
BECAUSE STORIES HAVE AN
EFFECT ON OUR
BRAIN & BEHAVIOUR

93. STORIES
+
CONNECTION EMPATHY
TRUST
SALES

94. THE EFFECT OF STORYTELLING ON YOUR BRAND
BUYING INTENTIONS X2 NPS +33% EMPLOYER BRANDING BRAND ATTRIBUTES +75%
SOURCE: RESEARCH 3DACCOUNTABILITY & COOLBRANDS

95. STORYTELLING IN THE NOW ERA: DIGITAL & SOCIAL

96. STORYTELLING HAS EVOLVED OVER YEARS
THE CHANNELS THROUGH WHICH STORIES ARE TOLD
HAVE MULTIPLIED & DIGITALISED

97. THE NATURE OF
DIGITAL
STORYTELLING

98. 1. DEMOCRATIC

99. 1. DEMOCRATIC
2. DIRECT

100. 1. DEMOCRATIC
2. DIRECT
3. NON-LINEAR

101. 1. DEMOCRATIC
2. DIRECT
3. NON-LINEAR
4. MULTIPLE-CHANNEL

102. SOCIAL MEDIA AND STORYTELLING
A MATCH MADE IN HEAVEN?

103. ABOUT COMMUNICATION
ABOUT BUILDING RELATIONSHIPS
SOCIAL MEDIA STORYTELLING

104. SOCIAL MEDIA: THE CONTEMPORARY BONFIRE

105. 5 TIPS FOR STORYTELLING ON SOCIAL MEDIA
1. SHAREABILITY
2. USE THE ELEMENTS
3. BE CONCISE
4. THE CUSTOMER = THE HERO
5. MEDIA MIX

106. THE BASICS OF STORYTELLING
TRIPLE-A STORIES
FROM STORYTELLING TO STORYSELLING
CASES
ABOUT BRANDHOME
TAKE-AWAYS
TODAY’S TOPICS

107. CASES
TODAY’S TOPICS
N-VA: THE STORY OF A POLITICAL CAMPAIGN
BRANDED: THE BOOK ABOUT THE N-VA CAMPAIGN
NEWSMONKEY: JOURNALISM IN THE 21ST CENTURY

108. N-VA CASE
STORYTELLING IN A POLITICAL CAMPAIGN

109. CHALLENGES
MAKE THE N-VA POLITICAL AGENDA MEANINGFUL,
CLEAR AND EASY TO UNDERSTAND
EXCEED PREVIOUS SCORES AND OUTPERFORM
THE OTHER POLITICAL PARTIES

111. BRAND FORMATS

112. BRAND POSITIONING STATEMENT
THE POWER OF CHANGE
(DE KRACHT VAN VERANDERING)

113. CAMPAIGN STRATEGY
ONLINE DOMINATION
DRIVEN BY OWN STRENGTH
REAL PEOPLE / REAL STORIES
FULLY INTEGRATED PLATFORM

114. CAMPAIGN PLATFORM
CHANGE FOR PROGRESS
(VERANDERING VOOR VOORUITGANG)

115. COMMUNICATION PROPERTY
25 COMMITMENTS
(25 VERBINTENISSEN)

116. VISUAL PROPERTY
V-SIGN

117. CAMPAIGN CONCEPT Verandering
Voor
Vooruitgang
ONTDEK DE 25 VERBINTENISSEN OP
N-VA.BE/VERANDERING

118. Change
For
Progress
ONTDEK DE 25 VERBINTENISSEN OP
N-VA.BE/VERANDERING
CAMPAIGN CONCEPT

119. 3 CAMPAIGN PHASES
PRE CAMPAIGN
CAMPAIGN POST CAMPAIGN
03/02 25/02
ELECTION DAY
25/05
ONLINE PRINT ONLINE

120. PRE CAMPAIGN
www.n-va.be/verandering

121. PRE CAMPAIGN
OWN MEMBERS / REAL PEOPLE / REAL STORIES
2x25 COMMITMENT MOVIES
FOCUSSED ON EMOTION
ONLINE DOMINATION

122. CAMPAIGN

123. CAMPAIGN
POLITICIANS ON FOREGROUND
HUMAN TOUCH / THEIR SIDE OF THE STORY
CONTINUITY & CONSISTENCY
MINDSET SEGMENTATION

124. RESULT
N-VA WINS ELECTIONS
OVERSHOOT OF TARGET
ONLINE COMMUNITY GREW 600%
N-VA ESTABLISHED THE IMAGE OF GAME-CHANGING

125. SOME FIGURES
401,873,645 ONLINE ADVERTISEMENTS
2,619,512 SITE VISITS
1,465,645 YOUTUBE VIEWS
46,472 NEW FACEBOOK FRIENDS

126. POST CAMPAIGN
STIMULATE LOYALTY
USE BASIS AS LEVERAGE FOR FURTHER
SYMPATHETIC MOVE
CAMPAIGN AS COMMUNICATION INSTRUMENT FOR NEGOTIATIONS

127. BEYOND THE C AMPAIGN

128. BRANDED: THE INSIDE STORY
OF A GAME-CHANGING
BELGIAN ELECTION CAMPAIGN
BASED ON MY LOGBOOK I KEPT DURING THE CAMPAIGN
MY PERSONAL AND PROFESSIONAL EXPERIENCES
GAME CHANGING CAMPAIGN
THE AUTHENTIC STORY

129. CASE: SOCIAL STORYTELLING
THE POWER OF VIRAL CONTENT

130. THE 21ST CENTURY MEDIA COMPANY

131. UNIQUE JOURNALISTIC MODEL
FREE NEWS
YOUNG GENERATION
SHARES INSTEAD OF CLICKS
75% OF ONLINE TRAFFIC FROM SOCIAL MEDIA

132. COMMERCIAL MODEL
COMPLETELY SOCIAL STRATEGY
FOCUSSED ON NATIVE ADVERTISING

133. TECHNOLOGICAL INNOVATION
PREDICTABLE NEWS VALUE
BIG DATA AND SENTIMENT ANALYSIS
COMMUNITY AS CATALYSER FOR GAME DEVELOPMENT

134. CONTENT
EDITORIAL TEAM
CROWDSOURCING
OPEN PLATFORM
VIRAL
VIRAL EXPERTISE
SOCIAL MEDIA
ROLL OUT
TECHNOLOGY

135. CONTENT
EDITORIAL TEAM
CROWDSOURCING
OPEN PLATFORM
VIRAL
ARTICLES
NATIVE
CONTENT
BEHAVIORAL
ANALYTICS
VIRAL
VIRAL EXPERTISE
SOCIAL MEDIA
ROLL OUT
PREDICTING
VIRALITY
ALGORITHM
TECHNOLOGY

136. THE BASICS OF STORYTELLING
TRIPLE-A STORIES
FROM STORYTELLING TO STORYSELLING
CASES
ABOUT BRANDHOME
TAKE-AWAYS
TODAY’S TOPICS

137. BRANDHOME
SINCE 1995
FOUNDED BY ERIK SAELENS

138. OUR MISSION
WE ENSURE ABOVE MARKET GROWTH
FOR OUR CUSTOMERS’ BRAND(S)

139. EVOLUTION
1995
knowledge
center
first online
community on
brand knowledge
created by
Erik Saelens
2001
knowledge
center
12.000 subs for
brandletter
quoted in all
international press
training events
speaker corners
2006
agency
communication
agency backed by
unique know-how
Brandhome
method®
branded events
columns
2012
agency
Brandhome
academy® in UAE
Brandhome
foundation®
guest speaker
on international
events

140. BRANDHOMEMUSEUM.COM

141. identity driven brand building®

142. identity driven brand building®
CONCEPTING
COMMUNICATION
MARKETING
CREATIVITY
IMPLEMENTATION
EVENTS
DESIGN
deliverance
ACADEMY
BRAND
KNOWLEDGE
STRATEGY
BOOKS
RESEARCH
BRANDHOME METHOD®
know-how

143. CHALLENGING
WHERE THEY ALL GO LEFT
WE GO RIGHT
WHERE THEY FOLLOW RIGHT, WE GO UN-RIGHT
ATYPICAL IDEA-CENTRIC
CHANGE

144. FROM STORYTELLING TO STORYSELLING
TODAY’S
THE BASICS OF STORYTELLING
TRIPLE-A STORIES
CASES
ABOUT BRANDHOME
TAKE-AWAYS

146. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE

147. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE
BRANDS ARE STORIES THAT CAN SURVIVE OVER TIME

148. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE
BRANDS ARE STORIES THAT CAN SURVIVE OVER TIME
SUCCESS STORIES MUST BE AUTHENTIC, ACCOUNTABLE & ACTIVATING

149. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE
BRANDS ARE STORIES THAT CAN SURVIVE OVER TIME
SUCCESS STORIES MUST BE AUTHENTIC, ACCOUNTABLE & ACTIVATING
TELLING = SELLING: STORIES ARE A LEVERAGE TO MAKE PEOPLE BUY

150. STORIES ARE THE OLDEST BELIEF SYSTEMS TO ENGAGE PEOPLE
BRANDS ARE STORIES THAT CAN SURVIVE OVER TIME
SUCCESS STORIES MUST BE AUTHENTIC, ACCOUNTABLE & ACTIVATING
TELLING = SELLING: STORIES ARE A LEVERAGE TO MAKE PEOPLE BUY
SOCIAL MEDIA ARE THE BONFIRE OF CONTEMPORARY STORYTELLING

151. READY TO WRITE YOUR
BRAND (HI)STORY

152. THANK YOU