Designing brand experiences

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Today, companies have a relentless focus on ROI that is turning brands into commodities. Measuring what we do is important, but more important is creating a brand experience for our customers. How do we design a brand experience? This presentation shows you.

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Designing brand experiences

  1. 1. Experience matters.Adam Kleinberg CEOadam@tractionco.comtwitter.com/adamkleinberglinkedin.com/in/adamkleinberg415.962.5823
  2. 2. 2009 • 2010 • 2011TOP INTERACTIVE AGENCY 2
  3. 3. What is business intelligence? Logical Random Sequential Intuitive Rational Holistic Analytical Synthesizing Objective Subjective Looks at wholesLooks at parts
  4. 4. DIGITAL EMPOWERMENT ROI +ECONOMICSUPER-PRESSURE
  5. 5. “50% of the things we should be doing for our “ brands are NOT predictably quantifiable. Scott Bedbury, former CMO of Nike and Starbucks
  6. 6. Brands are becoming commodities.
  7. 7. PerceptionPersuasionMotivation Desire
  8. 8. COST COST COST PER THOUSAND PER ACTION PER CLICK COST PER IMPRESSION COSTCOST PER CONVERSIONER LEAD COST COST PER TIME PER SALE COST
  9. 9. Optimization?
  10. 10. The world has changed.
  11. 11. 83% of purchase decision influenced by WOM
  12. 12. Breaking through?
  13. 13. Shiny Object SyndromeNot the solution.
  14. 14. Whirlpool BT planning model It’s the brand experience that matters. Delight (Value) Convert (Engage) Share (Facilitate) Brand Messages Brand AdvocacyDiscover (Disrupt) 6
  15. 15. What is a brand experience? 16
  16. 16. What we sell.
  17. 17. How we sell it.
  18. 18. How we communicate.
  19. 19. The sound of our voice.
  20. 20. How we engage.
  21. 21. How we create interest.
  22. 22. How we create value.
  23. 23. Pathway to possibilitiesThree steps to designing effective brand experiences
  24. 24. #1 use currencies to create value Moral Motive Economic Motive Pleasure Social Motive Tribal Motive 25
  25. 25. Pleasure MotiveThe need for enjoyment 26 415-962-5800 www.tractionco.com
  26. 26. Moral Motive The need to dosomething good 27 415-962-5800 www.tractionco.com
  27. 27. Social Motive The need forinfluence and recognition 28 415-962-5800 www.tractionco.com
  28. 28. Tribal MotiveThe need to helpyour community 29 415-962-5800 www.tractionco.com
  29. 29. Economic Motive The need to dosomething good 30 415-962-5800 www.tractionco.com
  30. 30. #2 design for distributed consumption 28
  31. 31. #3 get your return on awesome 32
  32. 32. The brands that takes risks... will be the brands that win.
  33. 33. Thanks.WRITE Adam Kleinberg CEO THIS adam@tractionco.com twitter.com/adamkleinberg linkedin.com/in/adamkleinbergDOWN!! 415.962.5823

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