Davide CasaliDicembre 2012, Design Library

Davide ‘Folletto’ Casali

RELATIONALMOTIVATIONS& BRANDS

COMPETITION.

DIFFERENT PERSPECTIVE ONBRANDS, COMMUNITIES, INTERACTION:

A SOCIAL PSYCHOLOGY PERSPECTIVE

FOUR MOTIVATIONS

FOUR RELATIONAL MOTIVATIONS

COMPETITIONEXCELLENCECURIOSITYAFFECTION

THEY ACT AT DIFFERENT LEVELS

1. BRANDING2. COMMUNITY3. INTERACTIONS

COMPETITION

RED BULL

NIKE

FOURSQUARE

WORLD OF WARCRAFT

EXCELLENCE

ARMANI

MERCEDES

LINKEDIN

DRIBBLE

CURIOSITY

GE

GOOGLE

TWITTER

PINTEREST

AFFECTION

COCA COLA

DISNEY

FACEBOOK

ORKUT

COMPETITION CURIOSITY

NIKE FUEL GE HEALTHY

vs

Uses competition to compare people, results and skills and push everyone to play more.

Uses curiosity and affection to show what the others are doing and a way to support them.

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Facebook

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Twitter

Competition

Curiosity

ExcellenceAffection

MOTIVATIONAL DIAMOND

Apple Ping

WHICH RELATIONAL MOTIVATIONARE YOUR BRAND & COMMUNITY USING?

Thanks

@Folletto