Should I buy this
What is this product?
Initial Awareness Understanding Consideration Purchase
Is this product right for me?
Am I willing to commit time/
energy to this Brand?
Initial Awareness Understanding Consideration Purchase Opinion Investment Advocacy
Do I like this product?
Does it represent me? Should I tell my friends about
this / make it a part of my
In the digital world, people spend their time exploring the
things they are passionate about.
“What does our consumer care about,
and how can we make it better?”
By aligning with consumers passion points,
brands start to earn a natural place in people s
So, what does a passion point look like?
For Josh, it’s extreme sports For some, it’s music
For Lindsey, it’s nightlife and
For others, it’s going green social culture
For Kelly, it’s tennis For Brian, it’s mountain climbing
Traditionally, we ve tended to group engagements into
their respective channels- each in its own, separate lane.
But like Mumbai, the digital world has no lanes.
It s all one road, shared by all.
Consumers no longer differentiate between
their digital and analog lives.
How does a consumer form his perception of a brand?
Now Advocacy Advocacy
Today and tomorrow, we must transition from
“pushing a message” to creating a dialogue
that emanates authentically from the brand.
Five Ideas to Take Away
1. Acknowledge the Shift. (Change is inevitable)
2. Be Authentic; stand for something.
3. Add value for your consumers. At any cost.
4. See One Road, not lanes.
5. Embrace the Ripple Effect.