No conflict, no story Brand engagement in the ‘split second’ era

DML 2017

How to hack Amazon Alexa?

Welcome in the

‘split second’ era

Average attention span has decreased from 12 seconds in 2000 till 8 in 2015

Alexa 5 milion sold in US

When we want something, we want it now!

90% of our actions are unconscious

We are run by our reptile brain

Increase in speed will

be met by ancient compulsiveness

Emotion is king…

...full stop

Now is the time to

conquer your brain position

And in the future you might have to

conquer your AI position

Emotion is king…

...full stop

Q: Whats the key driver for true engagement?

It exists in:

A story with a beautiful conflict

Why:

No conflict, no story

The mouse sat on the mat

is not a story

Universal storytelling structure

Universal storytelling structure

What works for entertainment works for brands

The Brand Conflict Model

LST Brand Conflict Model film

Challenge the status quo

v  

v  

Delta Loyd

Brand Conflict Model Delta Lloyd

Delta Lloyd, The most pro-active

insurance company

Financial procastination

Help people to be actionable and decisive in

directing their financial future

Expertise in complex financial

products

Entrepreneurial mindset

Strong network of advisors

The Delta Lloyd film is not available for public viewing.

Delta Loyd

Dialogue

A small conflict with a big stir Vrij van bezet

A small conflict with a big stir Vrij van bezet

So how do we hack Alexa?

Find a beautiful conflict & touch people with your story

Thank you

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