building a brand 2.0
Post on 17-Oct-2014
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DESCRIPTION
This is just my thoughts that I have been battering around for a while. Somethings I have taken from other people. Some things remixed peoples thinking ... somethings I have made up. Hope you find it useful. I hope to add to it.. so any help would be greatTRANSCRIPT
To deliver Emotional Resonance for a brand, we need to move away from finding an excuse to say things to people and start to identify something we can do for them
We can start by looking at them as people not any of these
: source: Cluetrain Manifesto originally but I stole it from Subject to Change from Adaptive Path
And it is time to serve up little
Then begin to service people’s inherent emotional needs
SECURITY ADVENTURE FREEDOM
EXCHANGE POWER COMMUNITY
ACCEPTANCE EXPANSION EXPRESSION
We need to address an emotional need greater than the product
Better Running Shoes Better Running
We are now moving away from just functional product to lifestyle experiences
FUNCTIONAL
PRODUCTS
EMOTIONAL
EXPERIENCES
How does this translate into marketing brands
We need our brand to champion an agenda
Better tea for you Better tea for everyone
We need to clarify people’s expectations …..then better them
Expect it Better it
We need to let people be part of the process
The power of co-creation highlighted in the 1920’s research which identified the Hawthorne Effect
We need to move from an …..
Ivory Tower Opening the door
Better transport for your baby
Ideas for great experiences with your passenger
We need to facilitate people’s emotional experiences
We need to give them what they want…..without them knowing it
Telling Facilitating
We need to make our brands make people’s lives better
By providing a complimentary service to that of the brand
Providing something useful, not yet more clutter
By accentuating your brand through what you do, not just what you say
By Delivering BRAND UTILITIES
‘Not taking another 30 seconds of someone’s life’