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.

1. Davide ‘Folletto’ Casali
SOCIAL
BRAND
EXPERIENCE

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.

15. FOUR RELATIONAL MOTIVATIONS

16. Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND

17. COMPETITION
RED BULL
FOURSQUARE
WORLD OF WARCRAFT

18. COMPETITION
NIKE
MERCEDES
LINKEDIN
EXCELLENCE
DRIBBBLE

19. Nike
Find Your Greatness: Jogger

20. COMPETITION
GE
GOOGLE
HONDA
EXCELLENCE
TWITTER
CURIOSITY
PINTEREST

21. GE
Fly into the Future: Knight Raider

22. COMPETITION
COCA COLA
DISNEY
FACEBOOK
EXCELLENCE
ORKUT
CURIOSITY
AFFECTION

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.

29. MOTIVATE YOUR 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: