Advertising Week Europe: Participation Brands & Lifestyle Hacks

2,408 views

Published on

We were invited by Advertising Week to give a seminar on how to drive a Return on Involvement. A diverse panel made up of our CSO Sam Noble, along with Michelle Roberts from MINI UK, co-founder of The iris Nursery John Grant and expert on brands & behaviour Mark Earls discussed the role of 'Participation Brands & Lifestyle Hacking'.
#ParticipationRules

Published in: Marketing, Business, Technology

Advertising Week Europe: Participation Brands & Lifestyle Hacks

  1. 1. Confidential © 2014 participationrules
  2. 2. Confidential © 2014 In any given week less than 0.5% of facebook fans engage with the brand they are fans of Participation Brands ≠
  3. 3. Confidential © 2014Confidential © 2014
  4. 4. Confidential © 2014 ‘Push’ ‘Pull’ brand behaviour
  5. 5. Confidential © 2014 Lifestyle ‘Participation’
  6. 6. Confidential © 2014 Brands participating in the flow of and visibly enhancing people’s lifestyles Lifestyle ‘Participation’
  7. 7. Confidential © 2014 Participation Brands = 1. MATERIAL QUALITY Distinctive, branded, visceral experiences & telling details at every encounter (Beyond ‘Bland’ Consistency)
  8. 8. Confidential © 2014 Participation Brands = 2. HABITUALITY Creating new lifestyle rituals or reframing them from other categories (Beyond Interaction)
  9. 9. Confidential © 2014 Participation Brands = 3. Practical magic Magical ease and control, turning pain-points into little moments of pleasure and delightful discoveries (Beyond Tech as Fad)
  10. 10. Confidential © 2014 Participation brands = 4. TRIBAL IDENTITY Meaningful signs of belonging and affiliation with groups of others in plural social identities (Beyond Brand Image)
  11. 11. Confidential © 2014 5. social currency Tap into social capitals and implicit consensus (how things are done these days) by designing for the space and moments between (Beyond WOM) Participation brands =
  12. 12. Confidential © 2014 1. MATERIAL QUALITY Distinctive, branded, visceral experiences & telling details at every encounter (Beyond ‘Bland’ Consistency) 2. HABITUALITY Creating new lifestyle rituals or reframing them from other categories (Beyond Interaction) 3. Practical magic Magical ease and control, turning pain-points into little moments of pleasure and delightful discoveries (Beyond Tech as Fad) 4. TRIBAL IDENTITY Meaningful signs of belonging and affiliation with groups of others in plural social identities (Beyond Brand Image) ‘Lifestyle Hacking’ 5. social currency Tap into social capitals and implicit consensus (how things are done these days) by designing for the space and moments between (Beyond WOM) ♯participationrules
  13. 13. TURNING MINI INTO A PARTICIPATION BRAND
  14. 14. ‘DEALER’ OR ‘RETAILER’? MATERIAL QUALITY.
  15. 15. MAGIC MOMENTS. PRACTICAL MAGIC.
  16. 16. SURFING AND MAKING CULTURAL WAVES. SOCIAL CURRENCY.
  17. 17. BAKING MORE PARTICIPATION IN. HABITUALITY.
  18. 18. CREATING A PARTICIPATION ‘HALO’. TRIBAL IDENTITY.
  19. 19. = BRAND BUILDING IN THE SPACE BETWEEN @HERDMEISTER APRIL 2014
  20. 20. SAY WHAT YOU SEE...
  21. 21. THE BIG INSIGHT ABOUT BEHAVIOR BETWEEN ‘KATSBETWEEN EARS
  22. 22. JUST HOW COPYCAT? COPYINGINDEPENDENT
  23. 23. JUST HOW COPYCAT? COPYINGINDEPENDENT
  24. 24. JUST HOW COPYCAT? COPYINGINDEPENDENT
  25. 25. JUST HOW COPYCAT? COPYINGINDEPENDENT
  26. 26. JUST HOW COPYCAT? COPYINGINDEPENDENT
  27. 27. JUST HOW COPYCAT? COPYINGINDEPENDENT
  28. 28. JUST HOW COPYCAT? COPYINGINDEPENDENT
  29. 29. JUST HOW COPYCAT? COPYINGINDEPENDENT
  30. 30. Give people things to do...
  31. 31. “ORIGINALITY IS FOR PEOPLE WITH SHORT MEMORIES” GRAYSON PERRY
  32. 32. Source: @gapingvoid
  33. 33. Confidential © 2014
  34. 34. Confidential © 2014 04/02/1404/02/14 LIFESTYLE HACKING FOR INNOVATORS DARE TO DEFY CATEGORY FORMATS
  35. 35. Confidential © 2014 04/02/1404/02/14 ANTHROPOLOGISE YOUR PROCESS LIFESTYLE HACKING FOR INNOVATORS
  36. 36. Confidential © 2014 04/02/1404/02/14 WHAT IS YOUR TA-DA MOMENT? LIFESTYLE HACKING FOR INNOVATORS
  37. 37. Confidential © 2014 04/02/1404/02/14 WHAT SCENE COULD BE YOUR STAGE? LIFESTYLE HACKING FOR INNOVATORS
  38. 38. Confidential © 2014 04/02/1404/02/14 WHAT’S YOUR IMITABILITY QUOTIENT? LIFESTYLE HACKING FOR INNOVATORS
  39. 39. Confidential © 2014

×