Relational Motivations and Brands
22
Davide Casali Dicembre 2012, Design Library
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An introduction to Relational Motivations applied to brands, presented at the Creative Morning in Milan (21 December 2012).
Transcript of Relational Motivations and Brands
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
DRIBBLE
CURIOSITY
GE
AFFECTION
COCA COLA
DISNEY
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
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
Apple Ping
WHICH RELATIONAL MOTIVATIONARE YOUR BRAND & COMMUNITY USING?
Thanks
@Folletto
