11. … and what’s the
meme of your company?
“I am
important/connected.”
• Facebook
“I am never lost.”• UBER
“I am at home
everywhere”
• AirBnB
So what is the meme of…
• Starbucks “I am home,
away from my
home.”
12. We spread memes.
We are cultural designers.
We all are.
One billion of us.
We can change what is
possible.
23. • Archetypal
connection test
– Strength of your
connection to the
archetype
– Strength of
archetype in your
niche and in
social trends
Speak Through These Characters
24. • The desire to belong is there
• You have to build up a culture
they can believe in
• Something worth belonging to
• Your tribal culture will act like a
magnet – both ways!
Build your culture,
not just your company
Build Your Tribe
Patrick Hanlon: Primal Branding
25. • This is how we started
• This is who we are, why we are
here, how we are different
• This is how we identify ourselves
and each other
• Here is how we do things, this is
how we celebrate
• This is how we describe ourselves
and what we do
• This is what we are not and never
want to become
• This is our leader
Be One of Us not One of Them
26. 1. ONCE UPON A TIME
2. EVERY DAY… EVERY DAY...
3. AND THEN ONE DAY...
4. BECAUSE OF THAT…
AND BECAUSE OF THAT...
5. AND EVER SINCE THEN…...
Build Your Story
28. Look for the difference
• A good meme is one that spreads.
• A good meme is always about change.
• Change wants attention.
That was then and this is now.
• A good story is always about change
31. The Big Brain
full of mirror neurons
memes spread with imitation
humans think about other humans
95% of consumer behavior is imitation
32. Thank You For Your Attention
Balazs Laszlo Karafiath, PhD
DrKarafiath@gmail.com
33. • Build your meme & archetype
• Build your tribe
• Build your story
Three Exercises
34. Build Your Meme & Archetype
• Archetypal
connection test
– Strength of
connection to the
archetype
– Strength of
archetype in your
niche and in
social trends
35. • Your Creation story
• Your Creed
• Your Icons
• Your Rituals
• The Pagans
• Your Sacred words
• Your Leader
Build Your Tribe
36. 1. ONCE UPON A TIME
2. EVERY DAY, EVERY DAY…
3. AND THEN ONE DAY…
4. BECAUSE OF THAT, AND BECAUSE OF THAT…
5. AND EVER SINCE THEN...
Build Your Story