1. Your brand is a commodity.
follow me @adamkleinberg
hashtag #tractioncsv
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3. Psychology + Technology
Ideas that Work
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4. DIGITAL
EMPOWERMENT
ROI
+
ECONOMIC
SUPER-PRESSURE

5. COST COST
COST PER THOUSAND
PER ACTION
PER CLICK
COST
PER IMPRESSION
COST
COST PER CONVERSION
PER LEAD
COST COST
PER TIME PER SALE
COST

6. Brands are becoming commodities.

7. business intelligence?
Rational Intuitive
Analytical Subjective
Looks at parts Looks at wholes

8. Optimization?

9. Perception
Persuasion
Motivation
Desire

10. “50% of the things we should be doing for our
brands are NOT predictably quantifiable.“
Scott Bedbury, former CMO of Nike and Starbucks

11. 83% of purchase decisions

12. The Marketing Funnel
An incomplete model.
Awareness
Interest
Consideration
Purchase
Loyalty
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13. Whirlpool planning model
It’s the brand experience that matters.
Delight > Value
Convert > Engage
Share > Facilitate
Brand Consumer
Discover > Disrupt
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14. What is the brand experience?
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15. What we sell.
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16. How we sell it.
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17. (even if your name’s not Apple.)
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18. How we look.
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19. How we sound.
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20. How we are relevant.
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21. How we create interest.

22. Across every channel.
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23. How we engage.

24. How we create value.

25. Pathway to possibilities
Three steps to designing effective brand experiences

26. #1 use currencies to create value
Moral Motive Economic Motive
Pleasure
Social Motive Tribal Motive
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28. #2 design for distributed consumption
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29. #3 get your return on awesome
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32. The brands that takes risks...
will be the brands that win.

33. Write
this down!!!
Thanks.
tractionco.com/blog
linkedin.com/in/adamkleinberg
twitter.com/adamkleinberg
adam@tractionco.com
415.962.5823
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