Human Centric Marketing for Brand Attraction 4.0

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HUMAN CENTRIC MARKETING
for BRAND ATTRACTION
Vince Villanueva, RME
MBA Standard
Ateneo Graduate School of Business
MARKETING 4.0

2. https://vgrvillanueva.wixsite.com/website
1. Human Centric Marketing
2. Understanding Humans Using Digital
Anthropology
3. Building the Six Attributes of Human
Centric Brands
Outline:
Human Centric Marketing for
Brand Attraction

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1. Human Centric Marketing
Building brand attraction in
the digital era
Win people’s mind, heart
and spirit
Use of Digital Technology
with

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1. Human Centric Marketing
Notable Human Centric
Marketing

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2. Understanding Humans Using Digital Anthropology
Discover the latent human
anxieties and desires
• Social Listening
• Netnography
• Empathic Research

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2. Understanding Humans Using Digital Anthropology
Social listening is used in
content-marketing evaluation
Social Listening
What do people say about the product’s…
• Design
• Quality
• Experience
• Price

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2. Understanding Humans Using Digital Anthropology
Listening through Digital
Technology
and other digital platforms…

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2. Understanding Humans Using Digital Anthropology
Understand human behaviors
in online communities
Netnography
Understanding how people behave in their communities.
Netnographers join the online
communities to…
• Immerse
• Relate
• Engage

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3. Understanding Humans Using Digital Anthropology
Participatory observation and
immersion
Emphatic Research
Getting insights through in-person…
• Observation
• Dialogue
• Brainstorming
• Collaboration

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3. Building the Six Attributes of Human Centric Brands
Unveil the human side of
brands
• Physicality
• Intellectuality
• Sociability
• Emotionality
• Personability
• Morality

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3. Building the Six Attributes of Human Centric Brands
Physical attractions can
come from brand identities
Physicality
• Brand Logo
• Product Design
• Customer Experience

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3. Building the Six Attributes of Human Centric Brands
Ability to effectively solve
customers’ problems
Intellectuality
• Innovative
• Revolutionary
• Unique

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3. Building the Six Attributes of Human Centric Brands
Creating a sociable persona
Sociability
- Engages
- Responds
- Act

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3. Building the Six Attributes of Human Centric Brands
Evoke emotions…
Emotionality
• Connect on an emotional level
• Inspirational messages
• Showing off their humorous side

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3. Building the Six Attributes of Human Centric Brands
Know exactly what they
stand for…
Personability
• Clear position and ideologies
• Confident
• Take responsibilities of their actions

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3. Building the Six Attributes of Human Centric Brands
Moral compass translated
into brand-level initiatives
Morality –
• Ethical action
• and decision making

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Summary:
HUMAN CENTRIC MARKETING
for BRAND ATTRACTION 4.0
Marketing that aims to win people’s mind, heart and
spirit
Through social listening, netnography, and
emphatic research.
By developing the Brand’s physicality, intellectuality,
sociability, emotionality, personability and
morality.

18. https://vgrvillanueva.wixsite.com/website
18
HUMAN CENTRIC MARKETING
for BRAND ATTRACTION
Vince Villanueva, RME
MBA Standard
Ateneo Graduate School of Business
MARKETING 4.0