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

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.

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

    • 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, Seminars, Courses
    • 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 brain areas involved in making judgments about human traits for brands. (Yoon et al, 2006)
    • 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
    • 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=webcontent&articleId=1128065
    • And They Listen to Other People http://newsroom.cisco.com/press-release- content?type=webcontent&articleId=1128065
    • People Connect with People http://www.mindjumpers.com/blog/2012/11/consumer- expecations-social-media/
    • 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-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