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Davide ‘Folletto’ Casali
SOCIAL
BRAND
EXPERIENCE
Head of Design Startup Advisor
NIGHT.EU
Manifesto Ibridi
m a n i f e s t o i b r i d i . o r g
@Folletto
From: Brand Identikit © Gaetano Grizzanti
AUSTRALOPITHECUS
BRAND
LOGO
Identifies a property
NEANDERTHAL
BRAND
MARK
Represent a trust
SAPIENS SAPIENS
BRAND
BRAND
Way of Being
Brands have a natural community of people
following and identifying each other
with a shared set of beliefs and lifestyle.
Brands are inherently social.
“SOCIAL” IN MARKETING SPEAK
MEANS MANY THINGS
NOT
SOCIAL
USING
SOCIAL
BEING
SOCIAL
Implicit WoM Share / Viral Community
Brands tend to be
on the right of
this continuum
NOT
SOCIAL
USING
SOCIAL
BEING
SOCIAL
Wouldn’t be nice if we had a reliable way
to design the sociality of brands?
RedBull
Stratos
INVESTED: 64M$ RETURN: 10B$
Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
COMPETITION.
Social Brand Experience: How to Manage a Motivational Brand
FOUR RELATIONAL MOTIVATIONS
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
COMPETITION
RED BULL
FOURSQUARE
WORLD OF WARCRAFT
COMPETITION
NIKE
MERCEDES
LINKEDIN
EXCELLENCE
DRIBBBLE
Nike
Find Your Greatness: Jogger
COMPETITION
GE
GOOGLE
HONDA
EXCELLENCE
TWITTER
CURIOSITY
PINTEREST
GE
Fly into the Future: Knight Raider
COMPETITION
COCA COLA
DISNEY
FACEBOOK
EXCELLENCE
ORKUT
CURIOSITY
AFFECTION
Coca Cola
Open Happiness: Hug Me Machine
Every brand has a trigger in these aspects
conscious of it, or not.
But…
Who do we motivate?
“
”
Kevin Kelly
1,000 True Fans
A True Fan is defined
as someone who will purchase
anything and everything you produce.
TRUE FANS.
ADVOCATES.
MOTIVATE YOUR ADVOCATES.
THAT’S HOW YOU SCALE
Who are your #1 advocates?
YOUR EMPLOYEES.
“
”
Robert Bean
If you don't change inside you are stuck.
Instead the external comms come later.
Put the spotlight later.
Brand + Motivation + Employees + Advocates –> Everyone
THREE QUESTIONS
TO MOVE FORWARD
1. Where is your company from a branding perspective?
2. What relational motivations motivate your advocates?
3. How much is your company a social business?
“
”
Bruno Munari
To complicate is easy, to simplify is hard.
To complicate, just add,
everyone is able to complicate.
Few are able to simplify.
Thanks.
@Folletto
IF YOU HAVE ANY QUESTION:

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Social Brand Experience: How to Manage a Motivational Brand