Social Brand Experience: How to Manage a Motivational Brand
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Transcript of Social Brand Experience: How to Manage a Motivational Brand
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Davide ‘Folletto’ Casali
SOCIAL BRAND EXPERIENCE
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Head of Design Startup Advisor
NIGHT.EU
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Manifesto Ibridima n i f e s t o i b r i d i . o r g
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@Folletto
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From: Brand Identikit © Gaetano Grizzanti
AUSTRALOPITHECUSBRAND
LOGOIdentifies a property
NEANDERTHALBRAND
MARKRepresent a trust
SAPIENS SAPIENSBRAND
BRANDWay of Being
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Brands have a natural community of peoplefollowing and identifying each other with a shared set of beliefs and lifestyle.
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Brands are inherently social.
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“SOCIAL” IN MARKETING SPEAK MEANS MANY THINGS
NOTSOCIAL
USINGSOCIAL
BEINGSOCIAL
Implicit WoM Share / Viral Community
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Brands tend to be on the right of
this continuum
NOTSOCIAL
USINGSOCIAL
BEINGSOCIAL
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Wouldn’t be nice if we had a reliable wayto design the sociality of brands?
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RedBullStratos
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INVESTED: 64M$ RETURN: 10B$
Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
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COMPETITION.
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FOUR RELATIONAL MOTIVATIONS
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Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
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COMPETITIONRED BULLFOURSQUAREWORLD OF WARCRAFT
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COMPETITION
NIKEMERCEDESLINKEDIN
EXCELLENCE
DRIBBBLE
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NikeFind Your Greatness: Jogger
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COMPETITION
GEGOOGLEHONDA
EXCELLENCE
CURIOSITY
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GEFly into the Future: Knight Raider
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COMPETITION
COCA COLADISNEYFACEBOOK
EXCELLENCE
ORKUT
CURIOSITYAFFECTION
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Coca ColaOpen Happiness: Hug Me Machine
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Every brand has a trigger in these aspectsconscious of it, or not.
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But…Who do we motivate?
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“
”Kevin Kelly
1,000 True FansA True Fan is defined
as someone who will purchase anything and everything you produce.
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TRUE FANS.
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ADVOCATES.
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MOTIVATE YOUR ADVOCATES.
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THAT’S HOW YOU SCALE
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Who are your #1 advocates?
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YOUR EMPLOYEES.
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“
”Robert Bean
If you don't change inside you are stuck.Instead the external comms come later.
Put the spotlight later.
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Brand + Motivation + Employees + Advocates –> Everyone
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THREE QUESTIONSTO MOVE FORWARD
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1. Where is your company from a branding perspective?
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2. What relational motivations motivate your advocates?
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3. How much is your company a social business?
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“
”Bruno Munari
To complicate is easy, to simplify is hard.To complicate, just add,
everyone is able to complicate.Few are able to simplify.
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Thanks.
@Folletto
IF YOU HAVE ANY QUESTION: