brain on brands
DESCRIPTION
TRANSCRIPT
This is your brain. This is your brain on
brands.Any questions?
People’sExperiences
People’sExperience
TheBrand=
Corporation
Corporation Brand
Corporation Brand Consumers
Our hands were tied.
Now we’re free.
Say Stories and Signs
Say Stories and Signs
MediumsContexts
Where
Say DoStories and Signs
Experiences and Interfaces
Mediums andContexts
Where
Say Do
Regulating Experiences
Stories and Signs
Experiences and Interfaces
MediumsContexts
Where
This is your brain.
This is a human network.
=
Consistency
Consistency Patterns*
*I stole this idea from my former colleague, Marc Shillum
A category is a pattern.
CompetitiveAdvantage = Not
Competing
NotCompeting
MIND = BLOWN
Failure Destruction=
HOW DOEZ I DOEZ IT?
ST
A RG
T
E
Y
CI
E RA
T
E
V
AI
A TY
S
C
N
STRATECREATINALYSI
S(n) Seamless integration
of Strategy, Data Analysis and
Creativity that develops category
destroying experiences.
Producer
Designer
Art Directors Copywriter
Analyst
Technologist
Engagement Planners
Strategic Planners
Business
Brand
Consumer
Message
Business
Brand
Consumer
Message
People
Brand
Business
Experience
Understand People’s Experiences
+
Evaluate the Interaction
+
Determine How Brand Can Help
+
Weigh Against Business Drivers
Data-driven
Data Behavioral Patterns
Purchase Behaviors/Demographics
Brand Health
Business Drivers
Financial Modeling
Outputs Experience Path
Segmentation
Role of Brand
Probabilistic Modeling
Return on Investment
Smoother Shave
Confidence
Exp
erie
nce
Sh
aver
Seg
men
tsExperience
EvaluatePolish Present
Brand’s Current Role
Evaluate the Interaction
Create
Help Me Feel Good About Myself
What focus will drive objectives?
Architect the Experience
(s)
Model Returns
Focus on people’s experiences
Data-driven creative
Idea(s) that destroy categories
Blank Space Here. Use it.
