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a w o rk fo rc e c o n s u l t a n c y
©exaqueo™ 2013
Where Business Meets Behavior: Relationships, Psychology and Brand Advocacy #InfluenceHR Susan LaMotte, founder | @SusanLaMotte
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Where business meets behavior.
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today’s conversation
the person behind the sell
back to school
relationships and marketing
harnessing emotion
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the person behind the sell
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process. process. process.
Source: Forrester
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process. process. process.
Source: Forrester
A CHRO’s legacy isn’t borne out of
an ATS implementation
“
”
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process. process. process. PL
ATFO
RM
APPE
AL
STRATEGY FIT
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process. process. process.
Source: Forrester
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back to school
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archetypes
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archetypes
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archetypes :: persona
The Everyman
Motto: All men and women are created equal
Greatest fear: to be left out or to stand out from the crowd
Strategy: develop ordinary solid virtues, be down to earth
Weakness: losing self in an effort to blend in or for superficial relationships
Talent: realism, empathy, lack of pretense
The Explorer
Motto: Don't fence me in
Biggest fear: getting trapped, conformity, and inner emptiness
Strategy: journey, seeking out and experiencing new things, escape from boredom
Weakness: aimless wandering, becoming a misfit
Talent: autonomy, ambition, being true to one's soul
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archetypes :: persona
The Creator
Motto: If you can imagine it, it can be done
Greatest fear: mediocre vision or execution
Strategy: develop artistic control and skill
Task: to create culture, express own vision
Weakness: perfectionism, bad solutions
Talent: creativity and imagination. The Ruler
Motto: Power isn't everything, it's the only thing.
Strategy: exercise power
Greatest fear: chaos, being overthrown
Weakness: being authoritarian, unable to delegate
Talent: responsibility, leadership
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relationships & marketing
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do brands even matter?
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do brands even matter?
Beer Brand Visible Beer Brand NOT Visible
Source: L. Percy, Strategic Brand Management
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the basics
Resonance
Performance Imagery
Judgment Feeling
Salience
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action + reality
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challenges to consider
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challenges to consider
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harnessing emotion
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the knock at the door
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mystique
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True Advocacy
Resonance + Persona
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the doctor is in
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#
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a w o rk fo rc e c o n s u l t a n c y
©exaqueo™ 2013
Quest ions?
@SusanLaMotte | [email protected] Susan LaMotte, founder
