A STRATEGIC APPROACH TO
REDEFINING CUSTOMER RELATIONSHIP BUILDING
FOR BRANDS
BY ISAAC RAY THOMAS

Tuesday, January 28, 14
INTRODUCING

EMPATHY | LED | ACTIVATION

Tuesday, January 28, 14
BUZZWORD:

DESIGN THINKING
WHAT DOES IT MEAN?

Tuesday, January 28, 14
empathize with

AUDIENCE / USER / CUSTOMER
because individually or collectively, they evaluate your value proposition and ...
HAVING EMPATHY
DOES NOT REQUIRE
HIGH EQ

Tuesday, January 28, 14
EMPATHY:
AN ATTITUDE OF
PAYING ATTENTION
TO THE PEOPLE

Tuesday, January 28, 14
EMPATHY:
WALKING IN THEIR
SHOES

Tuesday, January 28, 14
IT TAKES DECISION
TO LET
SOMEONE LEAD YOU

Tuesday, January 28, 14
BE OPEN
•DON’T SOLUTIONIZE AT THE START
•SUSPEND JUDGEMENT

Tuesday, January 28, 14
EMPATHY
IT’S A TEAM SPORT
SEEK DIVERSE VIEWS

Tuesday, January 28, 14
AN ATTITUDE OF
BEING ACCOUNTABLE FOR

EVERY MOMENT
the USER / AUDIENCE / CUSTOMER

SPENDS WITH US.

Tuesday, January 28, 1...
LED?

Tuesday, January 28, 14
BE OPEN TO TAKING
A JOURNEY

Tuesday, January 28, 14
IT’S LIKE GETTING TO KNOW
A NEW FRIEND
(PERSONAS)

Tuesday, January 28, 14
IGNORE
LEARNT
TRADITIONAL
DISCIPLINES

Tuesday, January 28, 14
ACTIVATION:

ALL THIS “LEADING” HAS TO GO SOMEWHERE...

Tuesday, January 28, 14
ACTIVATION:

DEFINED BY EXPERIENCE / ENGAGEMENT / DESIGN

Tuesday, January 28, 14
ACTIVATION:

THE RESULTS OF INCLUDES - TRIGGERING
EMOTIONAL CUES WHICH LEAD TO:
1) NEW THINKING, IDEAS AND POSSIBILITIES
I...
ACTIVITIES ARE
USER DEFINED

Tuesday, January 28, 14
ACTIVATIONS
ARE USER TRIGGERED

Tuesday, January 28, 14
ACTIVATION PROCESS
TAKES PRACTICE 
• BREAK IT DOWN TO SMALL PARTS (INCREMENTAL)
• DO IT OVER AND OVER AGAIN, TRYING EACH
V...
RAINSHINE
contact.us@rainshine.tv
+65 3106 2255

RAINSHINE

Creativity served.

Tuesday, January 28, 14
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Empathy Led Activation

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In pursuit of clarifying for our team how best to innovate and delivery transformative and moving editorial, messaging and stories for our audience, I borrow from ideas of design thinking to describe what our approach need be if we are to be relevant to our audiences.

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Empathy Led Activation

  1. 1. A STRATEGIC APPROACH TO REDEFINING CUSTOMER RELATIONSHIP BUILDING FOR BRANDS BY ISAAC RAY THOMAS Tuesday, January 28, 14
  2. 2. INTRODUCING EMPATHY | LED | ACTIVATION Tuesday, January 28, 14
  3. 3. BUZZWORD: DESIGN THINKING WHAT DOES IT MEAN? Tuesday, January 28, 14
  4. 4. empathize with AUDIENCE / USER / CUSTOMER because individually or collectively, they evaluate your value proposition and decide if they “buy-in” Tuesday, January 28, 14
  5. 5. HAVING EMPATHY DOES NOT REQUIRE HIGH EQ Tuesday, January 28, 14
  6. 6. EMPATHY: AN ATTITUDE OF PAYING ATTENTION TO THE PEOPLE Tuesday, January 28, 14
  7. 7. EMPATHY: WALKING IN THEIR SHOES Tuesday, January 28, 14
  8. 8. IT TAKES DECISION TO LET SOMEONE LEAD YOU Tuesday, January 28, 14
  9. 9. BE OPEN •DON’T SOLUTIONIZE AT THE START •SUSPEND JUDGEMENT Tuesday, January 28, 14
  10. 10. EMPATHY IT’S A TEAM SPORT SEEK DIVERSE VIEWS Tuesday, January 28, 14
  11. 11. AN ATTITUDE OF BEING ACCOUNTABLE FOR EVERY MOMENT the USER / AUDIENCE / CUSTOMER SPENDS WITH US. Tuesday, January 28, 14
  12. 12. LED? Tuesday, January 28, 14
  13. 13. BE OPEN TO TAKING A JOURNEY Tuesday, January 28, 14
  14. 14. IT’S LIKE GETTING TO KNOW A NEW FRIEND (PERSONAS) Tuesday, January 28, 14
  15. 15. IGNORE LEARNT TRADITIONAL DISCIPLINES Tuesday, January 28, 14
  16. 16. ACTIVATION: ALL THIS “LEADING” HAS TO GO SOMEWHERE... Tuesday, January 28, 14
  17. 17. ACTIVATION: DEFINED BY EXPERIENCE / ENGAGEMENT / DESIGN Tuesday, January 28, 14
  18. 18. ACTIVATION: THE RESULTS OF INCLUDES - TRIGGERING EMOTIONAL CUES WHICH LEAD TO: 1) NEW THINKING, IDEAS AND POSSIBILITIES II) WHICH LEAD TO BEHAVIOR / DECISIONS Tuesday, January 28, 14
  19. 19. ACTIVITIES ARE USER DEFINED Tuesday, January 28, 14
  20. 20. ACTIVATIONS ARE USER TRIGGERED Tuesday, January 28, 14
  21. 21. ACTIVATION PROCESS TAKES PRACTICE  • BREAK IT DOWN TO SMALL PARTS (INCREMENTAL) • DO IT OVER AND OVER AGAIN, TRYING EACH VERSION ON OTHERS (ITERATIVE) Tuesday, January 28, 14
  22. 22. RAINSHINE contact.us@rainshine.tv +65 3106 2255 RAINSHINE Creativity served. Tuesday, January 28, 14
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