The Passion Conversation: Brand Manage Camp

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The new world of marketing is about relationships. Unfortunately, many marketers don’t seem to know exactly what that means. For too long we have been trained to keep our customers at arms length, regarding them as a demographic, lines on a chart, pieces of a pie. The new world of marketing is much more personal. It’s not about technology platforms or social media doodads—it’s about real relationships with real people.
And real people are driven by passion. Passion explains why people talk, share, and connect. Understanding passion provides actionable insights for how to foster the conversations real people have about our brands and businesses and it provides the key to forging relationships with customers and consumers.
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In this session, Robbin Phillips will bridge our knowing-doing gap by connecting the dots between the WHAT, the WHY, and the HOW that make meaningful brand relationships happen. Through case studies and practical tools, she will explain and demonstrate the three passion buckets that fuel relationships:

Functional (seeking information to guide decisions)
Social (seeking to impress others and express uniqueness)
Emotional (seeking love and meaning)

Understanding these three passion drivers will allow us to better generate passion conversations – ultimately leading to the most fertile environment for building relationships.

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The Passion Conversation: Brand Manage Camp

  1. 1. HELLO.
  2. 2. I WAS BORN WITHOUT A NAME.
  3. 3. ROBBIN
  4. 4. ROBBINROBBIN
  5. 5. GRANDMA MY SWEET
  6. 6. IT’S NOT ABOUT THE PRODUCT CONVERSATION, IT’S ABOUT...
  7. 7. IF YOU DON’T LIKE PEOPLE GETOUTOFMARKETINGPERIOD.
  8. 8. LET’S GET GEEKY
  9. 9. *Source: Renana Peres, Ron Shachar, Mitchell Lovett
  10. 10. LOVE THE BESTBRANDS, are the ones that never let us forget the MOSTthe brands we PEOPLEhow it feels to be GOOD
  11. 11. LOVE STORIES
  12. 12. 23MILLIONneed treatment for addiction* *SOURCE: SAMHSA
  13. 13. 3MILLIONactually seek it.* *SOURCE: SAMHSA
  14. 14. REFRAMINGthe conversation
  15. 15. ADDICTIONto... from talking about
  16. 16. RECOVERY ...talking about
  17. 17. BOX journey
  18. 18. 409stories shared on the web to date.
  19. 19. WEBSITE GROWTH
  20. 20. OFFLINE. of WORD OF MOUTH HAPPENS...
  21. 21. 6kand events sponsored
  22. 22. SONSHINE
  23. 23. ROBMORRIS
  24. 24. UH.OH WE HAVE A PROBLEM
  25. 25. TWO CHILDREN EVERY MINUTE
  26. 26. STORYtell us your
  27. 27. FILL IN THE BLANK I AM...
  28. 28. OFFLINE. of WORD OF MOUTH HAPPENS...
  29. 29. POWERFUL RESULTS
  30. 30. 4Xmore donations since changing their name.
  31. 31. 20,000Love 146 twibbons
  32. 32. 394Task Forces
  33. 33. 1oooffline events in the last six months.
  34. 34. 500k+hits per month.
  35. 35. 250user submitted videos in the last year.
  36. 36. 250
  37. 37. 250user submitted videos in the last year.
  38. 38. 250user submitted videos in the last year.
  39. 39. 250user submitted videos in the last year.
  40. 40. 250
  41. 41. 250
  42. 42. 250
  43. 43. Q&A.@robbinphillips
  44. 44. MOREONE
  45. 45. USEOURFANS
  46. 46. LEVERAGE OURADVOCATES
  47. 47. YOU LOVETHEM You can become famous for the people who love you. For the way

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