1000heads: Brand anthropomorphism


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Molly's presentation for media140 Oxford, May 2010, about what it really means to be a 'human' brand in a consumer led world.

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  • 1000heads: Brand anthropomorphism

    1. 1. Brand anthropomorphism Media 140 Oxford: 19 th May 2010
    2. 2.   Mmm… the new business
    3. 3.   Anthropomorphism n. Attribution of human motivation, characteristics, or behavior to inanimate objects , animals, or natural phenomena.
    4. 4.   Brand anthropomorphism
    5. 5.   Dilemma one Self-perception v reality
    6. 6.   Me with friends Me with friends
    7. 7.   What is it about our friends that makes them our friends?
    8. 8.   Because they’re good?
    9. 9.   Because they’re funny?
    10. 10.   Because they try to save the world?
    11. 11.   Why we relate to our friends Age, attraction, appearance, compassion, honesty, humour, support, loyalty, fun, generosity, forgiveness, stability, shared interests, compatibility, location, history, vulnerability, fierceness, wisdom
    12. 12.   Why brands think we relate to them They’re great, their products are great, their services are great, or if they’re not great at least they provide great value, their customer service is great, and we should all be grateful
    13. 13.   In the age of consumer engagement it is not the brand which defines its essence, its identity and its personality; its you and I s
    14. 14.   Dilemma two Selective sociability
    15. 15.   Me at work
    16. 16.   Me with friends Me with friends
    17. 17.   Me with friends Me at home
    18. 18.   We are social…
    19. 19.   … sometimes
    20. 20.   Social media stars
    21. 21.   Dilemma three Authenticity
    22. 22.   The lady doth protest… s
    23. 23.   The Authenticity Paradox “ Individuals long for authenticity, but struggle with how to gain it. Businesses long to fulfil that need by selling authenticity, but cannot really provide it. Yet consumers do perceive many inherently inauthentic offerings – as they do countries, cities, places, and nature – as undeniably authentic; so enterprises must learn the discipline of rendering their offerings as real” ‘Authenticity: What consumers really want’ – James Gilmore & Joseph Pine
    24. 24.   Translation It’s all about them , not you.
    25. 25.   A bit of therapy Man up
    26. 26.   <ul><ul><li>Get some feedback </li></ul></ul><ul><li>Self examination </li></ul><ul><li>Individuality </li></ul><ul><li>Complexity </li></ul><ul><li>Change </li></ul>s
    27. 27.   Authenticity audit <ul><li>What are our roots? </li></ul><ul><li>What sort of person are we? </li></ul><ul><li>Are we true to what we say we are? </li></ul><ul><li>How can we be more natural, original, exceptional, referential or influential? </li></ul>s
    28. 28.   3) Tailored vs scattergun <ul><ul><li>Focus on them, not you </li></ul></ul>
    29. 29.   This isn’t about social media Cust Service PR/Comms Retail POS Advertising Employees Product/service Outdoor Sponsorship Digital DM and Email Billing Behaviours Social interfaces Emotional response Word of Mouth Advocacy Detraction
    30. 30.   http://thebrandbuilder.wordpress.com/2010/02/15/beware-the-social-media-one-trick-pony-hiring-an-sm-director-part-2/ <ul><ul><li>It’s about everyone </li></ul></ul>
    31. 31.   Learn from what humans do
    32. 32. Thanks  Get in touch Molly Flatt WOM Evangelist @1000heads @mollyflatt + 447788746642 [email_address]