From a demographic and psychographic perspective:
Both are same age, gender, income bracket
Both are early adopters
Both have a Twitter, LinkedIn and Facebook account
Both wear Oakley sunglasses
Both drive SUVs
James Rice Mike Caplan

From a socialgraphic perspective:
James bought an iPhone on day 1. Mike just bought a Blackberry last week.
Mike hasn’t been to twitter in nine months, James tweets twice a day.
They argue about whose sunglasses are cooler.
One driver is a liberal. The other a conservative.
James Rice Mike Caplan

youdon’townyourcustomers,
theyownyou.

withafracturedmedialandscape,
disparatesourcesofcustomerdata,
inaneraofexponentialindividuality...

howpeopleusebrandsis
changing.

historically,ouridentitieshave
grownoutofourculture

andourculturalidentities
havebeenbasedonourmyths

afterWWII,ourmythswere
createdbyadvertising

andmassidentitiesweredriven
bymassmarketbrands

fromfarmstotheneweden,
weallsharedthesamedream

ouradvertisingmythswere
aspirational

oursharedcommonidentity
wasfragmentedbyglobal
communication,politicsand
technology

brandsreplacedflagsas
symbolsofnewsharedidentities

andthen,evenbrandidentities
begantoshift...lifestylesand
peersemerged

fromutilitytoaesthetics:
changinghowweconsumed
begantodefineourownbrand

technologyandinformation
empowersustomakeupour
ownmindsandaesthetic

andthisindividualaestheticwe
callmicroidentities

andwebecomeourownbrand

fixthewayyourbrand
engagestheworld

justbylistening

howdoyouunderstandyourcustomer?

towardsmarterengagement
RELEVANT
DEMOGRAPHIC PSYCHOGRAPHIC SOCIALGRAPHIC CUSTOMER
PROFILING PROFILING PROFILING EXPERIENCES

identitiesaretheexpression,
receptionandsocialgroup

bringrelevanceandutility
tocustomersasindividuals,
don’tjustsaythingstothem.

createbrandexperiences
enabledwithintelligenttechnology,
anddrivebusinessvaluethrough
customerinteractions.

marketingisnolongeraboutdriving
transactionswitheverytactic

buildlong-termcustomerrelationships
throughmultiplechannels

brandcohesion
EXPERIENCES
BRAND
COHESION
CUSTOMERS IDENTITIES
speak to individuals, not segments
tailor to identities, not media channels
develop engaging experiences, not marketing

brandcohesion
EXPERIENCES
t
en
rel
em
eva
gag
n
en
ce
BRAND
COHESION
CUSTOMERS IDENTITIES
behavior
behavior shift of audience
understand relevance of identities
drive authentic engagement

architecture + integration
CUSTOMER BUSINESS MARKET
AGGREGATION BUILD
+ + BRAND
+ TECHNOLOGY EXPERIENCE VALUE
IDENTITY TRANSFORMATION ORCHESTRATION
DISCOVERY
business is fully guided toward brand value

engageyouraudiencewisely
Acquire Retain Stimulate
Awareness Engagement Advocacy
(Exhibition) (Utility) (Commitment)

‣ let customers invest in your brand
‣ true authority shares knowledge
‣ exclusivity = acknowledgement
‣ the tactics will change, the customers will evolve
‣ listen. listen. listen.

thankyou
james rice - linkedin.com/in/jamesrice @jamesrice
mike caplan - linkedin.com/in/mrcaplan

all images: http://www.flickr.com/photos/
shiyang1984/3144428788/
fifipatchouli/3343527415/
notsogoodphotography/439590968/
rudisilbermann/3307873367/
katherinejamieson/3322150333/
crosslens/3306206545/
notsogoodphotography/1365182310/
jonowales/95283121/
Look up these photographers at flickr to see more amazing work,
and hire this type of fresh talent for your next corporate shoot.