Social Brand Experience: How to Manage a Motivational Brand
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The deck highlights certain brand dynamics that can be effectively triggered to create communities and make a more cohesive brand. Presented at the Social Business Summit 2013 and Digital Shoreditch 2013.
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Social Brand Experience: How to Manage a Motivational Brand
- 2. Head of Design Startup Advisor NIGHT.EU
- 3. Manifesto Ibridi m a n i f e s t o i b r i d i . o r g
- 4. @Folletto
- 5. From: Brand Identikit © Gaetano Grizzanti AUSTRALOPITHECUS BRAND LOGO Identifies a property NEANDERTHAL BRAND MARK Represent a trust SAPIENS SAPIENS BRAND BRAND Way of Being
- 6. Brands have a natural community of people following and identifying each other with a shared set of beliefs and lifestyle.
- 7. Brands are inherently social.
- 8. “SOCIAL” IN MARKETING SPEAK MEANS MANY THINGS NOT SOCIAL USING SOCIAL BEING SOCIAL Implicit WoM Share / Viral Community
- 9. Brands tend to be on the right of this continuum NOT SOCIAL USING SOCIAL BEING SOCIAL
- 10. Wouldn’t be nice if we had a reliable way to design the sociality of brands?
- 11. RedBull Stratos
- 12. INVESTED: 64M$ RETURN: 10B$ Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
- 13. COMPETITION.
- 17. COMPETITION RED BULL FOURSQUARE WORLD OF WARCRAFT
- 19. Nike Find Your Greatness: Jogger
- 21. GE Fly into the Future: Knight Raider
- 23. Coca Cola Open Happiness: Hug Me Machine
- 24. Every brand has a trigger in these aspects conscious of it, or not.
- 25. But… Who do we motivate?
- 26. “ ” Kevin Kelly 1,000 True Fans A True Fan is defined as someone who will purchase anything and everything you produce.
- 27. TRUE FANS.
- 28. ADVOCATES.
- 30. THAT’S HOW YOU SCALE
- 31. Who are your #1 advocates?
- 32. YOUR EMPLOYEES.
- 33. “ ” Robert Bean If you don't change inside you are stuck. Instead the external comms come later. Put the spotlight later.
- 34. Brand + Motivation + Employees + Advocates –> Everyone
- 35. THREE QUESTIONS TO MOVE FORWARD
- 36. 1. Where is your company from a branding perspective?
- 37. 2. What relational motivations motivate your advocates?
- 38. 3. How much is your company a social business?
- 39. “ ” Bruno Munari To complicate is easy, to simplify is hard. To complicate, just add, everyone is able to complicate. Few are able to simplify.
- 40. Thanks. @Folletto IF YOU HAVE ANY QUESTION: