You Don’tNeed aBrand,You Need aPersonality
A presentation byMatthew T. Grant,managing editor at MarketingProfs
What Is MarketingProfs? Online Resource for 500,000 Marketers Practical Articles, Stats, Videos, Podcasts, Slideshows,  ...
Who Am I? Managing Editor at MarketingProfs Producer and Host of Marketing Smarts Podcast @MattTGrant
“People Make the Difference”
This Is B2B
This Is B2C
IS THAT HOW IT HAS TO BE?
Consider Taco Bell
Now Consider This Response
Who’s Behind This?
People Want to Know
And This?
And This?
Is Your Brand a Mask?
DOES IT HAVE TO BE?
Some Things to Remember... Brain areas involved in making judgments about human  traits for people do not overlap with br...
Some Things to Remember... As seven years of brand community research has taught  us, people are often more interested in...
It is Not About AnthropomorphizingYour Brand
It’s About: Up with People
People Expect Responsiveness                http://www.zendesk.com/blog/infographic-complaining-aint-easy
And Every Little Bit Helps                  http://www.zendesk.com/blog/infographic-complaining-aint-easy
People Research Purchases Online              http://newsroom.cisco.com/press-release-              content?type=webconten...
And They Listen to Other People                  http://newsroom.cisco.com/press-release-                  content?type=we...
People Connect with People                   http://www.mindjumpers.com/blog/2012/11/consumer-                   expecatio...
Chex Mix
Humor and Human Interest
Intel
Engagement + Sharing
Engagement + Sharing
This...
SO...WHAT CAN YOU DO?
Personality Test Does it matter to your customers?
Drop the Mask
Tony Hsieh = @zappos
Ann Handley = @marketingprofs
John B @ Best Buy
Jeremy Waite, Adobe
Borrow Personality From Followers, Fans and Friends
Taco Bell on Facebook
Baja Blast Freeze
Chalupas
Borrow Personality From “Influencers” (or, really, people who have built an  audience online)
Michelle Phan
Mark Lives @ IKEA
Ryan Higa and Carl’s Jr.
FINAL THOUGHTS
Brands Create Differences in ThingsThat Are Essentially the Same
Personality Expresses Our EssentialDifferences
Thanks!
Image Credits   http://de.wikipedia.org/wiki/Datei:ARC193204.gif   http://www.photos-public-domain.com/2010/11/19/loaves...
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You Don't Need a Brand, You Need a Personality

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Struggling to find your company's brand? Worried about how to polish your image? Forget that, argues MarketingProfs managing editor Matt T. Grant. Instead, focus on personality, not branding.

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You Don't Need a Brand, You Need a Personality

  1. 1. You Don’tNeed aBrand,You Need aPersonality
  2. 2. A presentation byMatthew T. Grant,managing editor at MarketingProfs
  3. 3. What Is MarketingProfs? Online Resource for 500,000 Marketers Practical Articles, Stats, Videos, Podcasts, Slideshows, Seminars, Courses
  4. 4. Who Am I? Managing Editor at MarketingProfs Producer and Host of Marketing Smarts Podcast @MattTGrant
  5. 5. “People Make the Difference”
  6. 6. This Is B2B
  7. 7. This Is B2C
  8. 8. IS THAT HOW IT HAS TO BE?
  9. 9. Consider Taco Bell
  10. 10. Now Consider This Response
  11. 11. Who’s Behind This?
  12. 12. People Want to Know
  13. 13. And This?
  14. 14. And This?
  15. 15. Is Your Brand a Mask?
  16. 16. DOES IT HAVE TO BE?
  17. 17. Some Things to Remember... Brain areas involved in making judgments about human traits for people do not overlap with brain areas involved in making judgments about human traits for brands. (Yoon et al, 2006)
  18. 18. Some Things to Remember... As seven years of brand community research has taught us, people are often more interested in the social links that come from brand relationships than they are in the brands that allow those links to form. – Susan Fournier
  19. 19. It is Not About AnthropomorphizingYour Brand
  20. 20. It’s About: Up with People
  21. 21. People Expect Responsiveness http://www.zendesk.com/blog/infographic-complaining-aint-easy
  22. 22. And Every Little Bit Helps http://www.zendesk.com/blog/infographic-complaining-aint-easy
  23. 23. People Research Purchases Online http://newsroom.cisco.com/press-release- content?type=webcontent&articleId=1128065
  24. 24. And They Listen to Other People http://newsroom.cisco.com/press-release- content?type=webcontent&articleId=1128065
  25. 25. People Connect with People http://www.mindjumpers.com/blog/2012/11/consumer- expecations-social-media/
  26. 26. Chex Mix
  27. 27. Humor and Human Interest
  28. 28. Intel
  29. 29. Engagement + Sharing
  30. 30. Engagement + Sharing
  31. 31. This...
  32. 32. SO...WHAT CAN YOU DO?
  33. 33. Personality Test Does it matter to your customers?
  34. 34. Drop the Mask
  35. 35. Tony Hsieh = @zappos
  36. 36. Ann Handley = @marketingprofs
  37. 37. John B @ Best Buy
  38. 38. Jeremy Waite, Adobe
  39. 39. Borrow Personality From Followers, Fans and Friends
  40. 40. Taco Bell on Facebook
  41. 41. Baja Blast Freeze
  42. 42. Chalupas
  43. 43. Borrow Personality From “Influencers” (or, really, people who have built an audience online)
  44. 44. Michelle Phan
  45. 45. Mark Lives @ IKEA
  46. 46. Ryan Higa and Carl’s Jr.
  47. 47. FINAL THOUGHTS
  48. 48. Brands Create Differences in ThingsThat Are Essentially the Same
  49. 49. Personality Expresses Our EssentialDifferences
  50. 50. Thanks!
  51. 51. Image Credits http://de.wikipedia.org/wiki/Datei:ARC193204.gif http://www.photos-public-domain.com/2010/11/19/loaves-of-white-bread/ http://vintageprintable.com/wordpress/vintage-printable-%E2%80%93-art-and-design/design-textile-and-paper/design-textile- and-paper-4/design-paper-mask-javanese-2/ http://fuzzandfur.net/tag/arukuma/ http://failuremag.com/feature/article/smile_til_it_hurts/ http://irrationalgames.com/files/2010/04/unmasked-479x572.jpg http://article.wn.com/view/2008/12/01/Are_Argentinas_Cows_Happy_Eating_Grain/ http://commons.wikimedia.org/wiki/File%3AContortionist%2C_posed_in_studio%2C_ca._1880.jpg http://commons.wikimedia.org/wiki/File%3AStephanLIonFacedMan.jpg http://commons.wikimedia.org/wiki/File%3ARitratto_di_fanciullo_con_disegno_Giovanni_Francesco_Caroto.jpg http://www.reusableart.com/v/animals/cats/colored+drawings/colored-cats-12.jpg.html
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