Brands Are People

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A basic framework for thinking about brands -- I created this presentation as an introduction to the thinking and social brand strategy offerings my company (9teen9d) provides clients.

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  • 'After being in relationship with Wilson for seven years,he broke up with me, I did everything possible to bring him back but all was in vain, I wanted him back so much because of the love I have for him, I begged him with everything, I made promises but he refused. I explained my problem to someone online and she suggested that I should contact a spell caster that could help me cast a spell to bring him back but I am the type that don't believed in spell, I had no choice than to try it, I meant a spell caster called Dr Zuma zuk and I email him, and he told me there was no problem that everything will be okay before three days, that my ex will return to me before three days, he cast the spell and surprisingly in the second day, it was around 4pm. My ex called me, I was so surprised, I answered the call and all he said was that he was so sorry for everything that happened, that he wanted me to return to him, that he loves me so much. I was so happy and went to him, that was how we started living together happily again. Since then, I have made promise that anybody I know that have a relationship problem, I would be of help to such person by referring him or her to the only real and powerful spell caster who helped me with my own problem and who is different from all the fake ones out there. Anybody could need the help of the spell caster, his email: spiritualherbalisthealing@gmail.com or call him +2349055637784 you can email him if you need his assistance in your relationship or anything. CONTACT HIM NOW FOR SOLUTION TO ALL YOUR PROBLEMS'
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  • Very well done. Enjoyed it.
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  • Really, really, really well-done. Thanks for sharing.
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  • Great Work, Can you pls share this presentation to ufficio.stampa@hotelplan.it
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  • Fantastic work. Can I have a copy to jodium@gmail.com? Thanks!
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Brands Are People

  1. P.E.O.P.L.E. Introducing a basic framework for thinking about brands by Ross Popoff-Walker www.annoyingdesign.org/blog
  2. Brands are like living things.
  3. Brands have value and meaning to people.
  4. Companies create their brand’s equity and value from the ground up .
  5. And keep tight control of their brand.
  6. But online… people don’t trust websites from big brands.
  7. 81% percent of consumers say they do not trust branded websites. Source: Forrester Research’s NACTAS Q2 2006 Survey
  8. But we do trust each other.
  9. 71% of people say they trust the opinion of family, friends and colleagues as a source of information on products and services. Source: Forrester Research
  10. Companies need to listen to what individual voices are saying.
  11. And tap into the conversations that are already happening about their brands.
  12. Brands like Scion get this.
  13. They embrace it by connecting their web properties to user communities.
  14. But many big brands still need to let go. (please, let go)
  15. Because people all over are creating substitutions for what these brands are not providing. Here’s a real example…
  16. Meet Melvin “Melz” Howard <ul><li>Melz is 17 born and raised in NYC . </li></ul><ul><li>He’s a senior in high school, has a girlfriend, lives with his mom, works at Quiznos for $6,000 /yr... </li></ul>
  17. Melz love’s his Nikes <ul><li>Every week Melz and his friends do “New Sneaker Wednesday” </li></ul><ul><li>They hang out and show off their new Nikes </li></ul><ul><li>But there’s no conversation between Melz and the Nike brand </li></ul>
  18. What if Nike helped Melz organize their “New Sneaker Wednesdays”… … and for just a day , instead of promoting Kobe or LeBron…
  19.  
  20. … what if Nike enabled Melz to spread his love of the Nike brand to the world…
  21. NEW SNEAKER WEDNESDAY - Melz, 17, NYC
  22. <ul><li>People are social beings. </li></ul>
  23. It is our nature to congregate around things we believe in . Things we value. Things like brands.
  24. Successful brands of tomorrow will act as a platform for our social nature.
  25. As a sounding board for our voices.
  26. P.E.O.P.L.E. By structuring brands to interact with consumers like real human beings, like people, brands can enable consumers to share and communicate.
  27. P .E.O.P.L.E. <ul><li>Participate in conversations, rather than just being a subject of them </li></ul>
  28.  
  29. P. E .O.P.L.E. <ul><li>Participate </li></ul><ul><li>Embrace and accept how other people interact with your brand – never try to censor consumers. </li></ul>
  30. COURIC: And, Mr. Manager, you know, these--these ID shoes are advertised as being about quote, &quot;Freedom to choose and freedom to express who you are.&quot; By censoring what can be written on the shoes, aren't you res-restricting someone's individual freedom? Mr. MANAGER: Well, not at all. Again, I think that there are always limitations, to certain degree, of speech. Obviously, again, here's a copy of the shoe itself, and this is where the ID would go. We have no obligation to put on a shoe information that we would consider to be derogatory or defamatory to our company and our product. COURIC: Mm-hmm.
  31. P.E. O .P.L.E. <ul><li>Participate </li></ul><ul><li>Embrace </li></ul><ul><li>Open-Up your company’s processes and become a transparent organization </li></ul>
  32. P.E. O .P.L.E. <ul><li>Participate </li></ul><ul><li>Embrace </li></ul><ul><li>Open-Up your company’s processes and become a transparent organization </li></ul>
  33. P.E.O. P .L.E. <ul><li>Participate </li></ul><ul><li>Embrace </li></ul><ul><li>Open-Up </li></ul><ul><li>Become a platform for consumers to communicate with each other, and to express themselves </li></ul>
  34.  
  35. P.E.O.P. L .E. <ul><li>Participate </li></ul><ul><li>Embrace </li></ul><ul><li>Open-Up </li></ul><ul><li>Platform </li></ul><ul><li>Listen closely to what consumers are saying about your brand </li></ul>
  36.  
  37. P.E.O.P.L. E . <ul><li>Participate </li></ul><ul><li>Embrace </li></ul><ul><li>Open-Up </li></ul><ul><li>Platform </li></ul><ul><li>Listen </li></ul><ul><li>Empower consumers to become advocates, rather than just fans </li></ul>
  38.  
  39. P.E.O.P.L.E. <ul><li>Participate </li></ul><ul><li>Embrace </li></ul><ul><li>Open-Up </li></ul><ul><li>Platform </li></ul><ul><li>Listen </li></ul><ul><li>Empower </li></ul>
  40. Thank You Want to learn more? Drop me a line… Ross Popoff-Walker blog: annoyingdesign.org /blog/ LinkedIn: linkedin.com/in/rosspw Twitter: twitter.com/rosspw email: [email_address] Ross Popoff-Walker Interactive UX + Youth Design Analyst

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