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How to build a Brand Religion

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Molti brand importanti come Apple, Ferrari o Harley Davison attivano nei propri fan delle reazioni emotive, non molto lontane da quelle di un devoto religioso. Come fanno? Trasformano i propri fan i brand ambassador ed attivisti attraverso meccaniche di loyalty ed engagement

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How to build a Brand Religion

  1. 1. HOW TO BUILD A BRAND RELIGION Fabio Lalli - CEO IQUII - 29 Marzo 2015 - #scwnapoli
  2. 2. Fabio Lalli CEO IQUII Presidente e Fondatore Indigeni Digitali 
 Autore di “Geolocalizzazione e Mobile Marketing” e “Wearable” 
 Docente Università per Stranieri di Perugia, ilSole24ore, IULM, Digital Academia 
 Direttore tecnico / artistico TODI APPYDAYS Email: fabio.lalli@iquii.com Twitter: @fabiolalli
  3. 3. Molti brand importanti come Apple, Ferrari o Harley Davison attivano nei propri fan delle reazioni emotive, non molto lontane da quelle di un devoto religioso.
  4. 4. Come fanno?
  5. 5. Creare senso di appartenenza1
  6. 6. Le persone che appartengono alla stessa religione si sentono talmente parte integrante da chiamarsi fratelli.
  7. 7. Membri di una community
  8. 8. Sviluppare una chiara e forte visione2
  9. 9. La maggior parte delle religioni ha una visione chiara, che trasmette la corretta modalità per il raggiungimento di uno stato di grazia o di un obiettivo spirituale.
  10. 10. “Man is the creator of Change in this world. As such he should be above the systems and structures, and not subordinate to them” – Steve Jobs // Vision for apple!
  11. 11. Individuare i nemici3
  12. 12. Le religioni si sforzano di esercitare un potere sui loro nemici: Satana, l'inferno, o ad altre religioni. Avere un nemico identificabile ci dà la possibilità non solo di articolare e mostrare la nostra fede, ma anche di unire noi stessi con i nostri compagni di fede
  13. 13. "I'm going to destroy Android, because it's a stolen product. I'm willing to go thermonuclear war on this.” – Steve Jobs!
  14. 14. Ispirare4
  15. 15. I luoghi religiosi sono ambienti speciali: i suoni delle campane o della Moschea, gli odori di incensi, o l’organo della chiesa. La maggior parte delle religioni comunicano un senso di grandezza: La Mecca, Vaticano, Jerussalem!
  16. 16. Il punto vendita o luogo di contatto diventa il posto dove manifestare la propria grandezza e la propria forza
  17. 17. Enfatizzare5
  18. 18. La preghiera e gli eventi liturgici sono un momento di aggregazione importante per comunicare e trasmettere il senso di appartenenza
  19. 19. Gli eventi periodici attivano forme di partecipazione e aggregazione spontanea
  20. 20. Raccontare6
  21. 21. Ogni religione è costruita su una storia: Corano, Nuovo Testamento, la Torah.
  22. 22. Le aziende si raccontano e raccontano i loro prodotti
  23. 23. Evangelizzare7
  24. 24. Ogni religione permette l’accesso ai nuovi membri, li converte e i nuovi accolti si sentono parte integrante e onorati di essere membri. I più attivi iniziano un percorso di evangelizzazione
  25. 25. Quando una persona è inviata e accolta in un gruppo semi esclusivo, si sente affermata e riconosciuta, tanto da attivare comportamenti di diffusione ed evagelizzazione.
  26. 26. Costruire simboli forti8
  27. 27. Ogni religione ha un simbolo: crocifisso, mezzaluna, l’angolo, colomba. Il simbolo identifica e comunica un messaggio.
  28. 28. Le persone, attraverso il simbolo indossato, manifestano il proprio interesse
  29. 29. Alimentare un mistero9
  30. 30. L'ignoto è uno strumento potente: la vita dopo la morte, l'inferno e il paradiso, la Sindone di Torino, il Santo Calice, i 10 comandamenti.
  31. 31. I marchi forti creano misteri: Coca-Cola e la sua ricerca segreta, o Apple i comandamenti di Jobs.
  32. 32. Attuare i rituali10
  33. 33. Ogni religione ha una sua storia scritta: Corano, Nuovo Testamento, la Torah. I rituali (pregare, in ginocchio, meditare, il digiuno, il canto rime, festeggiare) sono radicati in queste storie, su cui la fede è costruita.
  34. 34. I rituali - sia che ne siamo consapevoli o meno, contribuiscono ad influenzare il processo di acquisto e consolidano la relazione
  35. 35. Attivare i punti di contatto11
  36. 36. Ogni religione ha i suoi punti di contatto per facilitare il dialogo e l’ascolto, la confessione ed il supporto.
  37. 37. L’ascolto è momento fondamentale per comprendere le reali esigenze del cliente
  38. 38. Ma religione ed un brand, cosa hanno in comune?
  39. 39. GLI Strumenti delLA religione simboli VALORI MISSIONE
 STORIA MESSAGGIO COMUNITA’ luoghi
  40. 40. gli Strumenti del brand simboli VISION MISSION
 STORIA prodotto comunicazione luoghi
  41. 41. BRAND RELIGIONE una entità concettuale che, presidiando il territorio mentale (e spirituale) di un individuo, evoca un insieme di valori predefiniti.
  42. 42. valori simboli messaggi
 PERSONE luoghi BRAND RELIGIONE
  43. 43. fedeltà power brand RELIGION reputazione “BUSINESS” unicità
  44. 44. Perché Brand forti e religioni affermate, costruiscono il messaggio con la stessa modalità come cosa
  45. 45. Visitatore Utente
 registrato Utente
 attivo Utente
 ambassador Brand e la relazione con l’utente
  46. 46. Non credente Credente
 non praticante Credente
 praticante Evangelizzatore RELIGIONE e la relazione con il credente
  47. 47. Come attivare un comportamento religioso nei nostri utenti?
  48. 48. RAGGIUNGERE IL PARADISO v Prodotto Concept Brand Corporate concept Brand Culture Brand Religion Coinvolgimento Valore quantitativo
  49. 49. Visitator Iscritto Attivo Fedele Inizio Breve Medio Lungo Temp Utent Engagement USER GROWTH PATTERN
  50. 50. ENGAGEMENT Role Driven People Driven Context Driven Legate al ruolo dell’utente e al comportamento che questo assume all’interno della dinamica di gamification. Legati al comportamento degli altri nei miei confronti. Non strettamente legate al comportamento degli utenti.
  51. 51. REWARDING TIMELINE Breve periodo Medio periodo Lungo periodo How to Fase Attivazione Engagement Loyalty • Feedback immediato • Obiettivo chiaro • Premio chiaro • Poca ripetitività dell’azione • Obiettivi chiari • Premi chiari • Azioni ripetitive, per aumento crescita e consapevolezza • Premi di gratificazione virtuali • Obiettivi complessi • Attivazione comportamento di perlustrazione • Premi tangibili e conferimento status Tempo
  52. 52. LOYALTY FRAMEWORK Tipologia utenti Strumenti Obiettivo Visitatori Iscritto Attivo Veterani Fedele Puntare su convenienza Regole chiare Obiettivi chiari Feedback immediato Contenuti aggiornati Nuove attività Maggiore livello di sfida Status Esclusività Influenza su community Breve Medio LungoInizio Attivare Coinvolgere Gratificare Fidelizzare 80% 15% 5% Fattori
 di attivazione Attivare Meccanici Meccanici
 Temporali Estetici
  53. 53. Concludendo
  54. 54. 3 elementi alla base DI Una
 religione e di un brand persone valori e simboli LUOGHI E rituali
  55. 55. ESSERE UNA RELIGIONE creare 
 senso di appartenenza Sviluppare una chiara e forte vision RENDERE evidenti i NEMICI ATTIVARE SENTIMENTI ED EMOZIONI STORYTELLING TRASMETTERE un senso di 
 grandezza EVANGELIZZARE, costruire relazioni, convertire COSTRUISCI un simbolo forte costruire un MISTERO ATTIVARE RITUALI ed eventi
  56. 56. NO secondo la mia opinione UN BRAND NON PUO’ ESSER UNA RELIGIONE un brand PUO’ DIVENTARE una religione?
  57. 57. No, MA TENTARE di diventarlo non è vietato da nessuna religione un brand PUO’ DIVENTARE una religione?
  58. 58. Email: info@iquii.com Web: http://iquii.com Thank you. Fabio Lalli CEO IQUII @fabiolalli 335.410196 fabio.lalli@iquii.com

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