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The deck highlights certain brand dynamics that can be effectively triggered to create communities and make a more cohesive brand. Presented at the Social Business Summit 2013 and Digital Shoreditch 2013.
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Davide ‘Folletto’ Casali
SOCIAL BRAND EXPERIENCE
Head of Design Startup Advisor
NIGHT.EU
Manifesto Ibridima n i f e s t o i b r i d i . o r g
@Folletto
From: Brand Identikit © Gaetano Grizzanti
AUSTRALOPITHECUSBRAND
LOGOIdentifies a property
NEANDERTHALBRAND
MARKRepresent a trust
SAPIENS SAPIENSBRAND
BRANDWay of Being
Brands have a natural community of peoplefollowing and identifying each other with a shared set of beliefs and lifestyle.
Brands are inherently social.
“SOCIAL” IN MARKETING SPEAK MEANS MANY THINGS
NOTSOCIAL
USINGSOCIAL
BEINGSOCIAL
Implicit WoM Share / Viral Community
Brands tend to be on the right of
this continuum
NOTSOCIAL
USINGSOCIAL
BEINGSOCIAL
Wouldn’t be nice if we had a reliable wayto design the sociality of brands?
RedBullStratos
INVESTED: 64M$ RETURN: 10B$
Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
COMPETITION.
FOUR RELATIONAL MOTIVATIONS
Competition
Curiosity
ExcellenceAffection
MOTIVATIONAL DIAMOND
COMPETITIONRED BULLFOURSQUAREWORLD OF WARCRAFT
COMPETITION
NIKEMERCEDESLINKEDIN
EXCELLENCE
DRIBBBLE
NikeFind Your Greatness: Jogger
COMPETITION
GEGOOGLEHONDA
EXCELLENCE
CURIOSITY
GEFly into the Future: Knight Raider
COMPETITION
COCA COLADISNEYFACEBOOK
EXCELLENCE
ORKUT
CURIOSITYAFFECTION
Coca ColaOpen Happiness: Hug Me Machine
Every brand has a trigger in these aspectsconscious of it, or not.
But…Who do we motivate?
“
”Kevin Kelly
1,000 True FansA True Fan is defined
as someone who will purchase anything and everything you produce.
TRUE FANS.
ADVOCATES.
MOTIVATE YOUR ADVOCATES.
THAT’S HOW YOU SCALE
Who are your #1 advocates?
YOUR EMPLOYEES.
“
”Robert Bean
If you don't change inside you are stuck.Instead the external comms come later.
Put the spotlight later.
Brand + Motivation + Employees + Advocates –> Everyone
THREE QUESTIONSTO MOVE FORWARD
1. Where is your company from a branding perspective?
2. What relational motivations motivate your advocates?
3. How much is your company a social business?
“
”Bruno Munari
To complicate is easy, to simplify is hard.To complicate, just add,
everyone is able to complicate.Few are able to simplify.
Thanks.
@Folletto
IF YOU HAVE ANY QUESTION:
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