More Related Content Similar to Social Brand Experience: How to Manage a Motivational Brand (20) More from Erin 'Folletto' Casali (20) Social Brand Experience: How to Manage a Motivational Brand5. From: Brand Identikit © Gaetano Grizzanti
AUSTRALOPITHECUS
BRAND
LOGO
Identifies a property
NEANDERTHAL
BRAND
MARK
Represent a trust
SAPIENS SAPIENS
BRAND
BRAND
Way of Being
6. Brands have a natural community of people
following and identifying each other
with a shared set of beliefs and lifestyle.
8. “SOCIAL” IN MARKETING SPEAK
MEANS MANY THINGS
NOT
SOCIAL
USING
SOCIAL
BEING
SOCIAL
Implicit WoM Share / Viral Community
9. Brands tend to be
on the right of
this continuum
NOT
SOCIAL
USING
SOCIAL
BEING
SOCIAL
10. Wouldn’t be nice if we had a reliable way
to design the sociality of brands?
12. INVESTED: 64M$ RETURN: 10B$
Estimation from by http://www.nachrichten.at/sport/mehr_sport/Red-Bull-Stratos-Milliardenhoher-Werbewert;art109,984382
33. “
”
Robert Bean
If you don't change inside you are stuck.
Instead the external comms come later.
Put the spotlight later.
36. 1. Where is your company from a branding perspective?