1000heads: Brand anthropomorphism

Brand anthropomorphism Media 140 Oxford: 19 th May 2010

Mmm… the new business

Anthropomorphism n. Attribution of human motivation, characteristics, or behavior to inanimate objects , animals, or natural phenomena.

Brand anthropomorphism

Dilemma one Self-perception v reality

Me with friends Me with friends

What is it about our friends that makes them our friends?

Because they’re good?

Because they’re funny?

Because they try to save the world?

Why we relate to our friends Age, attraction, appearance, compassion, honesty, humour, support, loyalty, fun, generosity, forgiveness, stability, shared interests, compatibility, location, history, vulnerability, fierceness, wisdom

Why brands think we relate to them They’re great, their products are great, their services are great, or if they’re not great at least they provide great value, their customer service is great, and we should all be grateful

In the age of consumer engagement it is not the brand which defines its essence, its identity and its personality; its you and I s

Dilemma two Selective sociability

Me at work

Me with friends Me with friends

Me with friends Me at home

We are social…

… sometimes

Social media stars

Dilemma three Authenticity

The lady doth protest… s

The Authenticity Paradox “ Individuals long for authenticity, but struggle with how to gain it. Businesses long to fulfil that need by selling authenticity, but cannot really provide it. Yet consumers do perceive many inherently inauthentic offerings – as they do countries, cities, places, and nature – as undeniably authentic; so enterprises must learn the discipline of rendering their offerings as real” ‘Authenticity: What consumers really want’ – James Gilmore & Joseph Pine

Translation It’s all about them , not you.

A bit of therapy Man up

Get some feedback
Self examination
Individuality
Complexity
Change
s

Authenticity audit
What are our roots?
What sort of person are we?
Are we true to what we say we are?
How can we be more natural, original, exceptional, referential or influential?
s

3) Tailored vs scattergun
Focus on them, not you

This isn’t about social media Cust Service PR/Comms Retail POS Advertising Employees Product/service Outdoor Sponsorship Digital DM and Email Billing Behaviours Social interfaces Emotional response Word of Mouth Advocacy Detraction

http://thebrandbuilder.wordpress.com/2010/02/15/beware-the-social-media-one-trick-pony-hiring-an-sm-director-part-2/
It’s about everyone

Learn from what humans do

Thanks  Get in touch Molly Flatt WOM Evangelist @1000heads @mollyflatt + 447788746642 [email_address]

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1000heads: Brand anthropomorphism

by 1000heads on May 13, 2010

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