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Davide CasaliDicembre 2012, Design Library
RELATIONALDavide ‘Folletto’ Casali                           MOTIVATIONS                           & BRANDS
COMPETITION.
DIFFERENT PERSPECTIVE ONBRANDS, COMMUNITIES, INTERACTION: A SOCIAL PSYCHOLOGY PERSPECTIVE
FOUR MOTIVATIONS
FOUR RELATIONAL MOTIVATIONS
COMPETITION EXCELLENCE  CURIOSITY  AFFECTION
THEY ACT ATDIFFERENT LEVELS1. BRANDING2. COMMUNITY3. INTERACTIONS
COMPETITIONRED BULL                 FOURSQUARE  NIKE               WORLD OF WARCRAFT
EXCELLENCEARMANI                  LINKEDINMERCEDES                DRIBBLE
CURIOSITY  GE                 TWITTERGOOGLE               PINTEREST
AFFECTIONCOCA COLA               FACEBOOK DISNEY                  ORKUT
COMPETITION                                                   CURIOSITYNIKE FUEL                                          ...
MOTIVATIONAL DIAMOND                               Competition                   Affection                 Excellence     ...
MOTIVATIONAL DIAMONDFacebook                               Competition                   Affection                 Excelle...
MOTIVATIONAL DIAMONDTwitter                               Competition                   Affection                 Excellen...
MOTIVATIONAL DIAMONDApple Ping                               Competition                   Affection                 Excel...
WHICH RELATIONAL MOTIVATIONARE YOUR BRAND & COMMUNITY USING?
Thanks@Folletto
Relational Motivations and Brands
Relational Motivations and Brands
Relational Motivations and Brands
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Relational Motivations and Brands

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An introduction to Relational Motivations applied to brands, presented at the Creative Morning in Milan (21 December 2012).

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Transcript of "Relational Motivations and Brands"

  1. 1. Davide CasaliDicembre 2012, Design Library
  2. 2. RELATIONALDavide ‘Folletto’ Casali MOTIVATIONS & BRANDS
  3. 3. COMPETITION.
  4. 4. DIFFERENT PERSPECTIVE ONBRANDS, COMMUNITIES, INTERACTION: A SOCIAL PSYCHOLOGY PERSPECTIVE
  5. 5. FOUR MOTIVATIONS
  6. 6. FOUR RELATIONAL MOTIVATIONS
  7. 7. COMPETITION EXCELLENCE CURIOSITY AFFECTION
  8. 8. THEY ACT ATDIFFERENT LEVELS1. BRANDING2. COMMUNITY3. INTERACTIONS
  9. 9. COMPETITIONRED BULL FOURSQUARE NIKE WORLD OF WARCRAFT
  10. 10. EXCELLENCEARMANI LINKEDINMERCEDES DRIBBLE
  11. 11. CURIOSITY GE TWITTERGOOGLE PINTEREST
  12. 12. AFFECTIONCOCA COLA FACEBOOK DISNEY ORKUT
  13. 13. COMPETITION CURIOSITYNIKE FUEL GE HEALTHY vsUses competition to compare people, results and skills Uses curiosity and affection to show what the othersand push everyone to play more. are doing and a way to support them.
  14. 14. MOTIVATIONAL DIAMOND Competition Affection Excellence Curiosity
  15. 15. MOTIVATIONAL DIAMONDFacebook Competition Affection Excellence Curiosity
  16. 16. MOTIVATIONAL DIAMONDTwitter Competition Affection Excellence Curiosity
  17. 17. MOTIVATIONAL DIAMONDApple Ping Competition Affection Excellence Curiosity
  18. 18. WHICH RELATIONAL MOTIVATIONARE YOUR BRAND & COMMUNITY USING?
  19. 19. Thanks@Folletto
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