Post on 02-Jul-2015
description
You Don’t Need a Brand, You Need a Personality
A presentation by
Matthew T. Grant,
managing editor at
MarketingProfs
What Is MarketingProfs?
Online Resource for 500,000 Marketers
Practical Articles, Stats, Videos, Podcasts, Slideshows,
Seminars, Courses
Who Am I?
Managing Editor at MarketingProfs
Producer and Host of Marketing Smarts Podcast
@MattTGrant
“People Make the Difference”
This Is B2B
This Is B2C
IS THAT HOW IT HAS TO BE?
Consider Taco Bell
Now Consider This Response
Who’s Behind This?
People Want to Know
And This?
And This?
Is Your Brand a Mask?
DOES IT HAVE TO BE?
Some Things to Remember...
Brain areas involved in making judgments about human
traits for people do not overlap with brain areas involved
in making judgments about human traits for brands.
(Yoon et al, 2006)
Some Things to Remember...
As seven years of brand community research has taught
us, people are often more interested in the social links
that come from brand relationships than they are in the
brands that allow those links to form. – Susan Fournier
It is Not About Anthropomorphizing Your Brand
It’s About: Up with People
People Expect Responsiveness
http://www.zendesk.com/blog/infographic-complaining-aint-easy
And Every Little Bit Helps
http://www.zendesk.com/blog/infographic-complaining-aint-easy
People Research Purchases Online
http://newsroom.cisco.com/press-release-
content?type=webcontent&articleId=1128065
And They Listen to Other People
http://newsroom.cisco.com/press-release-
content?type=webcontent&articleId=1128065
People Connect with People
http://www.mindjumpers.com/blog/2012/11/consumer-
expecations-social-media/
Chex Mix
Humor and Human Interest
Intel
Engagement + Sharing
Engagement + Sharing
This...
SO...WHAT CAN YOU DO?
Personality Test
Does it matter to your customers?
Drop the Mask
Tony Hsieh = @zappos
Ann Handley = @marketingprofs
John B @ Best Buy
Jeremy Waite, Adobe
Borrow Personality
From Followers, Fans and Friends
Taco Bell on Facebook
Baja Blast Freeze
Chalupas
Borrow Personality
From “Influencers” (or, really, people who have built an
audience online)
Michelle Phan
Mark Lives @ IKEA
Ryan Higa and Carl’s Jr.
FINAL THOUGHTS
Brands Create Differences in Things That Are Essentially the Same
Personality Expresses Our Essential Differences
Thanks!
Image Credits
http://de.wikipedia.org/wiki/Datei:ARC193204.gif
http://www.photos-public-domain.com/2010/11/19/loaves-of-white-bread/
http://vintageprintable.com/wordpress/vintage-printable-%E2%80%93-art-and-design/design-textile-and-paper/design-textile-
and-paper-4/design-paper-mask-javanese-2/
http://fuzzandfur.net/tag/arukuma/
http://failuremag.com/feature/article/smile_til_it_hurts/
http://irrationalgames.com/files/2010/04/unmasked-479x572.jpg
http://article.wn.com/view/2008/12/01/Are_Argentinas_Cows_Happy_Eating_Grain/
http://commons.wikimedia.org/wiki/File%3AContortionist%2C_posed_in_studio%2C_ca._1880.jpg
http://commons.wikimedia.org/wiki/File%3AStephanLIonFacedMan.jpg
http://commons.wikimedia.org/wiki/File%3ARitratto_di_fanciullo_con_disegno_Giovanni_Francesco_Caroto.jpg
http://www.reusableart.com/v/animals/cats/colored+drawings/colored-cats-12.jpg.html